Pengaruh Harga, Kemudahan Dan Tampilan Produk Terhadap Keputusan Pembelian Produk Makanan Secara Online Di Masa Pandemi Covid-19

The rapid development of internet technology allows buying and selling transactions online. This study aims to determine how much influence price, convenience, and product appearance have on online food purchasing decisions during the COVID-19 pandemic. The type of research is quantitative research and data collection techniques by distributing online questionnaires to respondents with the help of google forms. The sample used in this study were 157 respondents. The analytical method used is multiple linear regression with validity and reliability tests first, classical assumption test which includes normality test, multicollinearity test, and heteroscedasticity test. Hypothesis testing using F test and t test and R square. The test tool used is SPSS version 25. The results of this study indicate that price, convenience and product appearance have a positive and significant impact on online purchasing decisions for food products during the covid-19 pandemic