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

Muhammar Khadaffy; Eri Marlapa

doi:10.22441/teropong.v15i1.38050

Authors

Muhammar Khadaffy Mercu Buana University,
Eri Marlapa Universitas Mercu Buana, Indonesia

DOI:

https://doi.org/10.22441/teropong.v15i1.38050

Keywords:

Service Quality, Price Perception, Promotion, Purchase Intention, Online Food Delivery

Abstract

This study examines how perceived service quality, price, and promotion relate to purchase intention toward ShopeeFood among prospective users in Bizpark Kalibaru, Bekasi, Indonesia. Drawing on consumer behavior literature and using the theory of planned behavior as an interpretive lens, the study addresses the pre-adoption stage of online food delivery. A quantitative survey involving 100 residents and employees who reported never using ShopeeFood was analyzed through partial least squares structural equation modeling (PLS-SEM). The reported path coefficients indicate positive and statistically significant associations between purchase intention and service quality (β = 0.186; t = 2.331), price perception (β = 0.329; t = 3.823), and promotion (β = 0.495; t = 7.367). The model reports R² = 0.85. Promotion has the largest standardized coefficient in this sample, followed by price perception and service quality. The findings contribute context-specific evidence on prospective consumers rather than repeat users and suggest that clear promotional communication, transparent price value, and credible service assurances may support first-time adoption. Causal and population-wide interpretations remain limited by the cross-sectional, nonprobability sample.

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