ANALYZING CONTINUOUS PURCHASE INTENTION BY COLLEGE STUDENT IN BANDUNG (PILOT: SHOPEE FOOD)

• Main Author: Christopher, Bernard
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77442
• Institution: Institut Teknologi Bandung

Amidst the many different online food delivery service currently available, such as Grab food, Go Food, and Shopee Food. One of the most exciting is Shopee Food, and it is extremely popular in the Bandung region of Indonesia. Because the pricing that is being offered is highly appealing to the students that attend the university in Bandung, Indonesia. After being on the market for more over two years, there have been somewhat significant price adjustments made in comparison to when it was first introduced. Shopee Food is still the app that students in Bandung prefer to use the most when it comes to ordering food online. The author is curious in the factors that lead students to continue choose Shopee Food over other online food delivery services. This study was carried out by employing a quantitative methodology, making use of an online questionnaire, and distributing it to a number of individuals who had fit with the needs and criteria for the research. After collecting the data, the analysis will be conducted using PLS-SEM and reveal that there are a number of factors that encourage students to continue purchases. These factors include post usage usefulness, social pressure, delivery experience, customer experience, and the listings. There are a number of factors, some of which have a non-significant influence on the long-term viability of consumer continuous purchase. Some of these factors include convenience motivation, ease of use, convenience and search of restaurants. This result is based from the data analysis which shows the t value that below 1.96 are invalid and have been inferred that has a negative influence on continuous purchase.