Pengaruh Perceived Quality, Aesthetics dan Conformance Terhadap Keputusan Pembelian Shopeefood Chatime Kediri
Abstrak
Tujuan penelitian ini adalah untuk mengetahui pengaruh secara parsial dan simultan aspek persepsi kualitas, estetika dan kesesuaian terhadap keputusan pembelian di E-Commerce Shopee Food Chatime Kediri. Partisipasi responden sebanyak 200 orang dengan metode purposive random sampling. Metode statistik menggunakan regresi linier berganda, uji parsial, dan uji simultan. Setiap aspek penelitian menggunakan masing-masing dari 3 indikator sebagai langkah untuk mengetahui peran yang mendominasi. Hasil penelitian ini menunjukkan bahwa aspek kesesuaian (X3) dengan kode X31 sangat dominan dari sisi deskriptif. Hasil penelitian ini menyatakan bahwa pengaruh parsial Perceived Quality sebesar -3.248, Estetika sebesar 3.006, dan Conformance sebesar 7.006, sedangkan secara simultan sebesar 28.896. Aspek yang mendominasi adalah Conformance, karena berperan besar dalam Keputusan Pembelian di E-Commerce Shopee Food Chatime Kediri.
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