DETERMINASI FAKTOR PEMASARAN TERHADAP MINAT BELI DALAM MENGGUNAKAN LAYANAN SHOPEEFOOD DI KOTA KUPANG - Asbi Nasar; Lorens Riwu; Nasaruddin Nasaruddin (Insan Doktor Ekonomi Indonesia (IDEI), 2025)
Penelitian ini dilatarbelakangi oleh rendahnya tingkat adopsi ShopeeFood di Kota Kupang dibandingkan kompetitor sebelumnya, sehingga perlu dianalisis faktor pemasaran yang memengaruhi minat beli konsumen. Tujuan penelitian adalah mengidentifikasi pengaruh kualitas pelayanan, harga, promosi, dan distribusi pada minat beli pengguna ShopeeFood. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan teknik sensus terhadap 50 responden, yaitu seluruh pengguna aktif ShopeeFood di Kota Kupang. Data primer dikumpulkan melalui kuesioner dengan skala Likert 1–5, sedangkan data sekunder diperoleh dari laporan resmi dan literatur terkait. Instrumen penelitian telah diuji validitas dan reliabilitasnya, serta data dianalisis menggunakan Regresi Linear Berganda dengan uji asumsi klasik. Hasil penelitian menunjukkan bahwa kualitas pelayanan (β = 0,556; p < 0,001), harga (β = 0,276; p = 0,001), dan distribusi (β = 0,345; p < 0,001) berpengaruh signifikan pada minat beli, sedangkan promosi (β = 0,049; p = 0,496) tidak berpengaruh signifikan. Model penelitian mampu menjelaskan 78,2% variasi minat beli (R² = 0,782). Secara teoretis, penelitian ini memperkaya literatur pemasaran digital pada pasar berkembang, sedangkan secara praktis memberikan rekomendasi strategi peningkatan kualitas layanan, harga, dan distribusi bagi ShopeeFood di Indonesia timur.This study was motivated by the relatively low adoption of ShopeeFood in Kupang City compared to its main competitors, which required an analysis of marketing factors influencing consumer purchase intention. The research aimed to examine the effects of service quality, price, promotion, and distribution on consumers' purchase intention. An explanatory quantitative approach was employed, utilizing a census of 50 respondents who represent all active ShopeeFood users in Kupang City. Primary data were collected through a questionnaire measured on a five-point Likert scale, while secondary data were obtained from official reports and relevant literature. The instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression with classical assumption tests. The results showed that service quality (β = 0.556; p < 0.001), price (β = 0.276; p = 0.001), and distribution (β = 0.345; p < 0.001) had significant effects on purchase intention, whereas promotion (β = 0.049; p = 0.496) did not. The model explained 78.2% of the variance in purchase intention (R² = 0.782). Theoretically, this study contributed to the digital marketing literature in emerging markets, while practically, it recommended that ShopeeFood strengthen its service quality, competitive pricing, and distribution strategies in eastern Indonesia.