Pengaruh Perceived Ease Of Use, Usefulness Dan E-Wom Terhadap Purchase Intention Food Delivery Di Kota Denpasar

Studi pada pengguna ShopeeFood

Abstract

ShopeeFood is a new online food delivery service that is currently in demand in Indonesia. The research was conducted in Denpasar City. The population in this study is ShopeeFood users in Denpasar City with a total sample of 80 respondents with a purposive sampling method for determining the sample. In this study, data were collected using questionnaires and analyzed using data analysis techniques such as research instrument tests, classical assumptions, multiple linear regression, coefficient of determination, t test and F test. From the results of the analysis it can be concluded that: 1) perceived ease of use has a positive and significant effect on ShopeeFood purchase intention, 2) perceived usefulness has a positive and significant effect on ShopeeFood purchase intention, 3) e-wom has a positive and significant effect on ShopeeFood purchase intention, 4) perceived ease of use, perceived usefulness, and e- wom has a positive and significant effect on ShopeeFood purchase intention. Looking at the results of the research, ShopeeFood in the future must be able to offer many promotional program offers, make ordering prices more affordable, make educational videos about using ShopeeFood, consider the time taken until delivery to consumers and monitor and maintain the contents of reviews or recommendations from consumers.