Sari, Novita (2025) Pengaruh Sikap dan Kepercayaan terhadap Minat Beli Ulang yang Dimoderasi oleh Promosi Flash Sale ( Studi pada Pelanggan Shopee Food di Kalangan Generasi Z Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Advances in digital technology have driven the growth of food delivery services, including Shopee Food. The study conducted aims to explain the impact of attitude and trust on repurchase intention moderated by flash sale promotions on Shopee Food customers. The study conducted used a quantitative approach. The population in the study conducted was Generation Z in Surabaya who had used the Shopee Food service at least twice and had participated in the flash sale program. The sample of this study was composed of 205 respondents who were determined using purposive sampling technique. The data was collected by questionnaire and processed using SPSS version 27, the data obtained was analyzed using the moderated regression analysis method. The research findings indicate that attitude has a positive and significant impact on repurchase intention, trust has a positive and significant impact on repurchase intention, and flash sale promotion as a moderating variable significantly moderates the effect of attitude and trust on repurchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Novita Sari | ||||||||
| Date Deposited: | 02 Jun 2025 07:28 | ||||||||
| Last Modified: | 02 Jun 2025 07:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36990 |
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