PENGARUH KUALITAS LAYANAN DAN EFEKTIVITAS IKLAN ONGKIR GRATIS TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEEFOOD DI MALANG

This research was conducted to determine and analyze the influence of service quality and the effectiveness of free shipping advertising on purchasing decisions. This research uses an explanatory method with a quantitative approach. The data collection technique in this research uses a questionnaire. The sample in this research was 130 consumers who had purchased ShopeeFood in Malang. The data analysis method used is a range of scales and path analysis assisted by SPSS 26 software. The research results found that Service Quality has a positive and significant effect on Purchase Decisions. The effectiveness of Free Shipping Advertising has a positive and significant effect on Purchasing Decisions.