Factors Influencing Purchase Intention on the ShopeeFood Application (A Study on the Community of Bizpark Kalibaru, Bekasi)

Abstract

The rapid development of information and communication technology over the past decade has extended across various sectors of life, including digital-based services. The utilization of technology in the era of globalization has become an essential requirement to improve efficiency and competitiveness, particularly in the provision of services to the public. One form of technological application that has grown significantly is app-based online food delivery services. The presence of the ShopeeFood application provides an alternative for consumers to obtain convenience, speed, and comfort in ordering food online. This study aims to analyze the factors that influence purchase intention toward the use of the ShopeeFood application. The research subjects consist of the general public and employees in the Kalibaru area, Bekasi, who have never used the ShopeeFood application. The sampling technique employed is purposive sampling, with a total of 100 respondents. The independent variables examined in this study include service quality, price, and promotion, while the dependent variable analyzed is purchase intention. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS software. The results indicate that service quality, price, and promotion have a positive and significant effect on purchase intention toward the ShopeeFood application. The coefficient of determination (R-Square) value of 0.85 indicates that 85% of the variation in purchase intention can be explained by these three variables, while the remaining 15% is influenced by other factors outside the research model.