PENGARUH PROMOSI PENJUALAN DAN KEMUDAHAN PEMBAYARAN TERHADAP PEMBELIAN IMPULSIF PADA LAYANAN SHOPEE FOOD (Studi Pada Pengguna Fitur Shopee Food di Kota Palembang)

RIYANTI, DESTIANA and Mavilinda, Febria Hera (2025) PENGARUH PROMOSI PENJUALAN DAN KEMUDAHAN PEMBAYARAN TERHADAP PEMBELIAN IMPULSIF PADA LAYANAN SHOPEE FOOD (Studi Pada Pengguna Fitur Shopee Food di Kota Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of sales promotion and ease of payment on impulsive purchases on ShopeeFood services in Palembang City. The background of this study is based on the increasing trend of the use of online food delivery services, especially ShopeeFood which has shown significant growth in recent years. This study uses a quantitative approach with a survey method through a questionnaire, as well as a purposive sampling technique involving 97 respondents aged over 17 years and who have used ShopeeFood in the last three months. Data were analyzed using multiple linear regression with the help of SPSS software. The results of the study showed that simultaneously sales promotion and ease of payment had a significant effect on impulsive purchases with a calculated F value of 22.141 and a significance of 0.000. Partially, sales promotion has a more dominant effect than ease of payment, indicated by a calculated t value of 4.216 and a significance of 0.000. While ease of payment also has a positive and significant effect with a calculated t value of 3.330 and a significance of 0.001. The coefficient of determination (R²) shows that both variables explain 30.1% of the variation in impulse purchases. This finding implies the importance of optimizing promotional strategies and increasing the integration of digital payment systems to encourage impulse purchases on the ShopeeFood platform.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Sales Promotion, Ease of Payment, Impulse Buying, ShopeeFood, Palembang City
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Destiana Riyanti
Date Deposited:	19 May 2025 04:22
Last Modified:	19 May 2025 04:22
URI:	http://repository.unsri.ac.id/id/eprint/173051

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