Pengaruh Promosi Penjualan dan Kualitas Layanan Elektronik Terhadap Keputusan Pembelian Ulang Online Food Delivery

Maresyembun, Marcel Valentino (2024) Pengaruh Promosi Penjualan dan Kualitas Layanan Elektronik Terhadap Keputusan Pembelian Ulang Online Food Delivery. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Technological developments in Indonesia have been drastic since 2020, when everything can be done online, especially shopping. Food delivery services are provided online by e-commerce sites. Convenience is also obtained because the government makes it easier to form MSMEs, where more and more MSMEs are growing, and convenience with the emergence of e-wallets. Repurchase Decision Theory (TRD) states that repurchase decisions are influenced by several things, for example, behavioral beliefs and switching costs. The results of the research conducted showed that the sales promotion and e-service quality variables had a significant positive effect on online food delivery repurchase decisions. Of course, the better the level of sales promotion and e-service quality provided by a platform, the more it will influence a consumer's repurchase decision.

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