Pengaruh Tingkat Akses Search Ads “Ayam Geprek” di ShopeeFood Terhadap Minat Beli (Studi pada Mahasiswa Kota Malang)

The rapid development of digital technology has significantly transformed consumer behavior in purchasing products and services, particularly in the food delivery service sector. ShopeeFood has emerged as one of the most widely used platforms in Indonesia, especially among university students in Malang City, due to its convenience, accessibility, and integration with digital payment systems. This study aims to analyze the effect of the level of access to “Ayam Geprek” search advertisements on ShopeeFood on students’ purchase intention.

This research employs a quantitative method with an associative and explanatory research design. The research population consists of active university students in Malang, with a total of 400 respondents selected using a purposive sampling technique. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using validity and reliability tests, simple linear regression analysis, t-tests, and the coefficient of determination.

The results indicate that the level of access to Ayam Geprek search advertisements has a significant and positive effect on students’ purchase intention in Malang City. The higher the exposure to search advertisements, the stronger the students’ intention to make a purchase. These findings emphasize that search-based digital advertising is an effective marketing strategy for attracting and persuading consumers, particularly university students who belong to the digital-native generation and frequently use online food delivery applications.