Pengaruh Kualitas Makanan, Rating Restoran, Tampilan Menu Di Aplikasi Terhadap Keputusan Pembelian Melalui Shopeefood

Abstract

Abstract

This study analyzes the influence of food quality, restaurant ratings, and app menu display on purchasing decisions through ShopeeFood among Management students (Class of 2022) at the Islamic University of Malang. This exploratory quantitative study used a survey method with 75 respondents selected through random sampling. The data were analyzed using multiple linear regression. The results indicate that food quality, restaurant ratings, and menu display each have a positive and significant partial influence on purchasing decisions. Specifically, food quality yields a (0.017), restaurant ratings a (0.000), and menu display a (0.000). Simultaneously, these three variables significantly influence purchasing decisions with a (56.977). The adjusted 0.694 indicates that these variables explain 69.4% of the variance in purchasing decisions, while 30.6% is influenced by factors outside the model. These findings suggest that merchants and ShopeeFood should maintain food consistency, ensure transparent ratings, and optimize visual menu displays to increase consumer trust and purchasing behavior.

Keywords : Food Quality, Restaurant Rating, Menu Display, Purchasing Decisions, ShopeeFood