Rifqi Zahran, - (2024) ANALISIS PENGARUH HARGA DAN DISKON MELALUI PROMOSI GRATIS ONGKIR TERHADAP KEPUTUSAN PENGGUNAAN JASA LAYANAN SHOPEEFOOD. S2 thesis, Universitas Pendidikan Indonesia.
Abstract
Persaingan ketat di industri layanan pesan antar makanan online, terutama antara platform ShopeeFood, Grabfood, dan Gofood. Faktor-faktor seperti harga, diskon, promosi gratis ongkir, kualitas layanan, dan promosi menjadi kunci dalam memengaruhi keputusan penggunaan konsumen. Tujuan penelitian ini adalah untuk menjelaskan gambaran dan pengaruh harga dan diskon melalui promosi gratis ongkir terhadap keputusan penggunaan jasa layanan ShopeeFood. Penelitian ini menggunakan metode kuantitatif yang menggabungkan pendekatan deskriptif, dan verifikatif untuk memberikan pemahaman yang mendalam tentang fenomena yang diteliti. Sampel penelitian berjumlah 399 responden. Analisis data menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa gambaran harga, diskon, promosi gratis ongkir dan keputusan penggunaan jasa layanan ShopeeFood berada pada kategori cukup tinggi (memuaskan). Hasil penelitian mengungkapkan bahwa harga dan diskon melalui promosi gratis ongkir secara signifikan mempengaruhi keputusan penggunaan ShopeeFood. ShopeeFood diharapkan untuk dapat meningkatkan strategi harga dan diskonnya, termasuk penerapan promosi promosi gratis ongkir, untuk menarik pengguna baru. Implikasi dari temuan ini adalah perlunya ShopeeFood untuk terus meningkatkan strategi harga, diskon, dan promosi promosi gratis ongkir guna menarik lebih banyak pengguna baru dan meningkatkan keputusan penggunaan jasa layanan. Tight competition in the online food delivery service industry, especially between the ShopeeFood, Grabfood, and Gofood platforms. Factors such as price, discount, free shipping promotion, service quality, and promotion are key in influencing consumer usage decisions. The purpose of this study is to explain the description and influence of price and discount through free shipping promotion on the decision to use ShopeeFood services. This study uses a quantitative method that combines descriptive and verification approaches to provide a deep understanding of the phenomenon being studied. The research sample consisted of 399 respondents. Data analysis used path analysis. The results showed that the description of price, discount, free shipping promotion and the decision to use ShopeeFood services were in the fairly high category (satisfactory). The results of the study revealed that price and discounts through free shipping promotions significantly influenced the decision to use ShopeeFood. ShopeeFood is expected to be able to improve its price and discount strategies, including the implementation of free shipping promotions, to attract new users. The implication of this finding is the need for ShopeeFood to continue to improve its price, discount, and free shipping promotion strategies in order to attract more new users and increase the decision to use the service.
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T_MM_2002038_Title.pdf Download (3MB) |
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T_MM_2002038_Chapter1.pdf Download (3MB) |
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T_MM_2002038_Chapter2.pdf Restricted to Staf Perpustakaan Download (5MB) |
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T_MM_2002038_Chapter3.pdf Download (6MB) |
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T_MM_2002038_Appendix.pdf Restricted to Staf Perpustakaan Download (411kB) |
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&view_op=list_works&authuser=1&gmla=AC6lMd8FFLMo8jmtc-Ck8hYcNW7A-pTUFmPdilT7me461TSx7gpLxPMUdxoWvUoSHrg0TE7IEafzrIWEcYQN7w&user=Orh77v0AAAAJ ID SINTA Dosen Pembimbing: CHAIRUL FURQON : 5994043 MOKH. ADIB SULTAN : 6002446 |
| Uncontrolled Keywords: | Harga, Diskon, Promosi Gratis Ongkir, Keputusan Penggunaan, Bauran Pemasaran Price, Discount, Free Shipping Promotion, Decision to Use ShopeeFood Services, Marketing Mix |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Rifqi Zahran |
| Date Deposited: | 07 Sep 2024 12:39 |
| Last Modified: | 07 Sep 2024 12:39 |
| URI: | http://repository.upi.edu/id/eprint/123371 |
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