Publication Details
Abstract
This study examines the influence of promotions, customer reviews, and ease of use of application features on consumer purchase decisions for Shopee Food services in Indonesia, where intense competition among food delivery platforms prevails. Despite extensive research on online purchasing behavior, limited studies have focused on the interplay of these factors in the context of Shopee Food. This causality-type research employs a quantitative method with a sample of 130 Shopee Food users aged 17 and above, residing in Sumbersari, Jember, who have made multiple purchases. Data were analyzed using multiple linear regression with SPSS. The findings reveal that promotions, customer reviews, and ease of application use significantly affect purchase decisions. These results underscore the importance of optimizing marketing strategies, enhancing customer feedback systems, and improving user-friendly application features to strengthen consumer engagement and competitiveness in the food delivery industry.