PENGARUH PRICE DISCOUNT, ONLINE CUSTOMER RATING, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN IMPULSE BUYING MAKANAN PADA SHOPEEFOOD

Feri Sapto Nugroho, Heny Sidanti, Apriyanti Apriyanti

Abstract


The purpose of this study was to determine the effect of price discounts, online customer rating, and service quality on impulse buying decisions on Shopefood (a case study of people in Madiun city). Food on superfood (a case study of people in Madiun city). The Research This research was conducted on the people of Madiun City who have bought food superfoods. application with a sample of 384 respondents. Research Method The research method used is a quantitative approach using Purposive sampling analysis using SPSS version 25 software. The results of this study show that price discount has a positive and significant influence on impulse buying decisions. Price discount has a positive and significant influence on impulse food purchase decisions at Shopeefood in Madiun City. Madiun. Online customer review has a positive and significant influence on impulse food purchase decisions at Shopeefood in Madiun City. Service quality has a positive and significant influence on food impulse buying decisions at Shopeefood Madiun City. impulse food purchases at Shopeefood Madiun City. At the same time positive and significant effects of price discounts, online customer reviews, and service quality on impulse buying decisions. Service quality on food impulse buying decisions at Shopeefood Madiun City.

Keywords: Price Discount, Online Customer Rating, Service Quality, Impulse Buying


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