Pengaruh Kualitas Layanan Food Delivery Terhadap Keputusan Pembelian Online

The development of digital technology has encouraged changes in consumer behavior, shifting from traditional purchasing to online transactions through food delivery services. This study aims to analyze the effect of food delivery service quality on online purchase decisions among the people of Bengkalis. This research uses a quantitative associative method with a survey approach. Data were collected using questionnaires distributed to 100 respondents selected through purposive sampling. The data were then analyzed using descriptive statistics and a simple correlation test with the help of SPSS version 20. The results showed that the quality of food delivery services, which includes tangible, reliability, responsiveness, empathy, and assurance dimensions, was in the very high category with an average score of 4.32. Online purchase decisions were also in the very high category, with an average score of 4.28. The correlation test results indicate a strong and significant relationship between food delivery service quality and online purchase decisions, with a correlation coefficient of 0.696 and a significance value of 0.000. This means that the better the service quality perceived by consumers, the more likely they are to make online purchases. This research provides insights for food delivery providers to improve service quality and customer loyalty.