Pengaruh Harga dan Promosi Penjualan Shopeefood Terhadap Minat Beli Konsumen di Kota Palembang

This study aims to determine and prove whether the price and sales promotion Shopeefood variables have a positive and significant influence on Shopefood buying interest in Palembang city. The population in this study are people who know about Shopeefood’s food delivery service. The sample in this study amounted to 100 respondents who met the criteria by using purposive sampling technique. The data analysis technique used was validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis testing consisting of t test and coefficient of determination (R2) with the help of SPSS 25 as an analysis tool. The results obtained indicate that the price and sales promotion variables have a positive and significant influence on Shopeefood buying interest in Palembang City.

Keywords: price, sales promotion, buying interest, Shopeefood.