Promotion and Purchase Decisions

Oct 13, 2025 by miodeya.com 6 views

The Influence of Promotion, Lifestyle, and E-Service Quality on Purchasing Decisions Using Shopeefood Services in the People of Medan City, Medan Baru District

Abstract

In today's digital age, the rise of e-commerce and food delivery services has revolutionized the way people shop and consume food. Shopeefood, a popular food delivery service in Indonesia, has become a household name in Medan City, particularly in Medan Baru District. However, what drives people to make purchasing decisions on Shopeefood services? This study aims to investigate the effect of promotion, lifestyle, and e-service quality on purchasing decisions using Shopeefood services in the people of Medan City, especially in Medan Baru District.

Introduction

The growth of e-commerce and food delivery services has led to an increase in competition among service providers. To stay ahead of the competition, service providers must understand the factors that influence purchasing decisions. Promotion, lifestyle, and e-service quality are three critical factors that can impact purchasing decisions. Promotion refers to the marketing strategies used to attract customers, such as discounts, special offers, and attractive advertisements. Lifestyle refers to the way people live their lives, including their values, attitudes, and behaviors. E-service quality, on the other hand, refers to the quality of services provided through electronic channels, such as ease of use, service speed, and responsiveness to user complaints.

Methodology

This study used a quantitative approach with associative research types. The data used was primary data obtained through a questionnaire with a research sample of 140 respondents. The analysis technique applied was multiple linear regression. The study aimed to investigate the effect of promotion, lifestyle, and e-service quality on purchasing decisions using Shopeefood services in the people of Medan City, especially in Medan Baru District.

Results

The results of this study showed that promotion, lifestyle, and e-service quality had a positive and significant influence on purchasing decisions using Shopeefood services. The simultaneous significance test (F-test) showed that the value of F count was 129.45, which was greater than the F table of 2.67, with a significance level of 0.00 smaller than 0.05. This indicates that simultaneously the three variables have a significant impact on purchasing decisions.

Promotion and Purchase Decisions

Promotion turned out to have a significant positive influence on purchasing decisions. The t-test results showed that the value of t count for promotion was 4.805, which was higher than the T table of 1.656, with a significance value of 0.00. This shows that the more intensive promotions carried out by Shopeefood, the more likely the community is to make purchases. In this context, effective promotional strategies, such as discounts, special offers, and attractive advertisements, can increase public interest in using these services.

Lifestyle and Purchase Decisions

Not only promotion, lifestyle also has a significant influence on purchasing decisions. The value of t arithmetic for lifestyle reached 8.366, far above the T table of 1.656, with a significance level of 0.00. This indicates that people with a lifestyle that supports ease and comfort tend to prefer to use food delivery services such as Shopeefood. Modern lifestyles that prioritize practicality encourage people to use technology in meeting their daily needs.

Electronic Service Quality and Purchase Decisions

Furthermore, the quality of electronic services also contributes to purchasing decisions. With a t-value of 2.496, which was higher than the T table of 1.656 and a significance value of 0.01, it can be concluded that good service quality, such as ease of use of applications, service speed, and responsiveness to user complaints, has a positive influence on the decision to use Shopeefood. Good service quality will increase customer satisfaction and encourage customers to return to use the same service.

Conclusion

Overall, the results of this study indicate that promotion, lifestyle, and quality of electronic services play an important role in determining the decision to purchase Shopeefood services in the people of Medan City, especially in Medan Baru District. By understanding the effect of these three factors, service providers such as Shopeefood can design better strategies in increasing customer satisfaction and increasing sales. The use of attractive promotional strategies, development of services that meet modern lifestyles, and improving the quality of electronic services will be a strategic step to attract more customers and maintain user loyalty.

Implications

This study has several implications for service providers, policymakers, and researchers. Firstly, service providers such as Shopeefood can use the findings of this study to design better promotional strategies, develop services that meet modern lifestyles, and improve the quality of electronic services. Secondly, policymakers can use the findings of this study to develop policies that support the growth of e-commerce and food delivery services. Finally, researchers can use the findings of this study to investigate the effect of other factors on purchasing decisions.

Limitations

This study has several limitations. Firstly, the study used a quantitative approach, which may not capture the complexity of human behavior. Secondly, the study used a sample of 140 respondents, which may not be representative of the entire population. Finally, the study only investigated the effect of promotion, lifestyle, and e-service quality on purchasing decisions, and did not investigate the effect of other factors.

Future Research Directions

This study has several future research directions. Firstly, researchers can use the findings of this study to investigate the effect of other factors on purchasing decisions. Secondly, researchers can use the findings of this study to investigate the effect of different promotional strategies on purchasing decisions. Finally, researchers can use the findings of this study to investigate the effect of different service quality attributes on purchasing decisions.

References

[1] Shopeefood. (2022). About Us. Retrieved from https://www.shopeefood.com/about-us
[2] Medan City Government. (2022). Medan City Profile. Retrieved from https://www.medancity.go.id/profile
[3] Medan Baru District Government. (2022). Medan Baru District Profile. Retrieved from https://www.medanbarudistrict.go.id/profile

Note: The references provided are fictional and for demonstration purposes only.
Q&A: The Influence of Promotion, Lifestyle, and E-Service Quality on Purchasing Decisions Using Shopeefood Services in the People of Medan City, Medan Baru District

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of promotion, lifestyle, and e-service quality on purchasing decisions using Shopeefood services in the people of Medan City, especially in Medan Baru District.

Q: What is the research methodology used in this study?

A: This study used a quantitative approach with associative research types. The data used was primary data obtained through a questionnaire with a research sample of 140 respondents. The analysis technique applied was multiple linear regression.

Q: What are the findings of this study?

A: The findings of this study show that promotion, lifestyle, and e-service quality have a positive and significant influence on purchasing decisions using Shopeefood services. The simultaneous significance test (F-test) showed that the value of F count was 129.45, which was greater than the F table of 2.67, with a significance level of 0.00 smaller than 0.05.

Q: What is the role of promotion in purchasing decisions?

A: Promotion turned out to have a significant positive influence on purchasing decisions. The t-test results showed that the value of t count for promotion was 4.805, which was higher than the T table of 1.656, with a significance value of 0.00. This shows that the more intensive promotions carried out by Shopeefood, the more likely the community is to make purchases.

Q: What is the role of lifestyle in purchasing decisions?

A: Not only promotion, lifestyle also has a significant influence on purchasing decisions. The value of t arithmetic for lifestyle reached 8.366, far above the T table of 1.656, with a significance level of 0.00. This indicates that people with a lifestyle that supports ease and comfort tend to prefer to use food delivery services such as Shopeefood.

Q: What is the role of e-service quality in purchasing decisions?

A: Furthermore, the quality of electronic services also contributes to purchasing decisions. With a t-value of 2.496, which was higher than the T table of 1.656 and a significance value of 0.01, it can be concluded that good service quality, such as ease of use of applications, service speed, and responsiveness to user complaints, has a positive influence on the decision to use Shopeefood.

Q: What are the implications of this study?

A: This study has several implications for service providers, policymakers, and researchers. Firstly, service providers such as Shopeefood can use the findings of this study to design better promotional strategies, develop services that meet modern lifestyles, and improve the quality of electronic services. Secondly, policymakers can use the findings of this study to develop policies that support the growth of e-commerce and food delivery services. Finally, researchers can use the findings of this study to investigate the effect of other factors on purchasing decisions.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study used a quantitative approach, which may not capture the complexity of human behavior. Secondly, the study used a sample of 140 respondents, which may not be representative of the entire population. Finally, the study only investigated the effect of promotion, lifestyle, and e-service quality on purchasing decisions, and did not investigate the effect of other factors.

Q: What are the future research directions?

A: This study has several future research directions. Firstly, researchers can use the findings of this study to investigate the effect of other factors on purchasing decisions. Secondly, researchers can use the findings of this study to investigate the effect of different promotional strategies on purchasing decisions. Finally, researchers can use the findings of this study to investigate the effect of different service quality attributes on purchasing decisions.

Q: What are the practical implications of this study?

A: The practical implications of this study are that service providers such as Shopeefood can use the findings of this study to design better promotional strategies, develop services that meet modern lifestyles, and improve the quality of electronic services. This can lead to increased customer satisfaction and loyalty, and ultimately, increased sales and revenue.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it contributes to the understanding of the factors that influence purchasing decisions in the context of e-commerce and food delivery services. This study provides insights into the role of promotion, lifestyle, and e-service quality in shaping consumer behavior, and can be used to inform future research in this area.