THE EFFECT OF SERVICE QUALITY, PRICE PERCEPTION, AND SALES PROMOTION ON THE PURCHASE INTENTION OF SHOPEEFOOD USERS IN SUKOHARJO

Abstract

Abstract: This study aims to analyze the effect of service quality, price perception, and sales promotion on purchase intention among ShopeeFood users in Sukoharjo Regency. The study is distinctive because it examines these three marketing factors simultaneously in the local context of ShopeeFood users in Sukoharjo. A quantitative survey approach was used with 100 respondents selected through non-probability sampling using purposive sampling. Primary data were collected through a five-point Likert questionnaire from respondents who had used ShopeeFood at least once, lived in Sukoharjo, and were willing to participate. Data were analyzed using SPSS through validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that service quality has a positive and significant effect on purchase intention (t = 3.995; Sig. = 0.000), while price perception has no significant effect (t = 1.613; Sig. = 0.110). Sales promotion has a positive and significant effect (t = 5.337; Sig. = 0.000). Simultaneously, the three variables significantly affect purchase intention (F = 55.704; Sig. = 0.000), with R² = 0.635. ShopeeFood is recommended to improve service quality and maintain attractive promotional programs.

Keywords: Service Quality (X1), Price Perception (X2), Sales Promotion(X3), Purchase Intention (Y)