Analisis pengaruh convenience, design, trustworthiness, price, various food choices terhadap customer loyalty melalui perceived value dan attitudes towards food delivery apps pada pengguna grabfood di Surabaya

Oentoro, Gabriel (2022) Analisis pengaruh convenience, design, trustworthiness, price, various food choices terhadap customer loyalty melalui perceived value dan attitudes towards food delivery apps pada pengguna grabfood di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Indonesia merupakan negara dengan jumlah penduduk terbanyak di asia tenggara, yang menjadikannya salah satu negara dengan pasar terbesar di asia tenggara. Sejalan dengan kemajuan teknologi yang pesat membuat Indonesia menjadi sasaran empuk perusahaan yang bergerak di bidang teknologi seperti penyedia layanan aplikasi pengiriman makanan seperti GrabFood. Hasil dari penelitian ini diharapkan nantinya akan dapat membantu memberikan kontribusi yang bermanfaat terhadap perkembangan ilmu pengetahuan, khusunya pada bidang yang memiliki kaitan dengan faktor – faktor customer loyalty yang diamati dari variable attitudes towards food delivery apps, perceived value, various food choices, price, trustworthiness, design, dan convenience. Penelitian ini juga diharapkan dapat mampu memberikan wawasan lebih kepada GrabFood di indonesia mengenai pengaruh attitudes towards food delivery apps dan perceived value terhadap customer loyalty masyarakat surabaya pada GrabFood, sehingga informasi pada penelitian ini dapat digunakan oleh GrabFood Indonesia untuk dapat menarik minat pelanggan agar dapat selalu menggunakan dan melakukan pembelian pada aplikasi GrabFood di Indonesia. Penelitian ini merupakan penelitian kausal, dengan metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dikumpulkan melalui kuesioner yang disebar kepada 130 responden sesuai dengan karakteristik yang telah ditentukan sebelumnya yakni pria dan wanita berumur 18 – 60 tahun berdomisili di surabaya, pernah menggunakan grabfood untuk kebutuhan mereka minimal dua kali dalam enam bulan terakhir dan apakah sampai saat ini masih menggunakan aplikasi GrabFood. Hasil penelitian ini menunjukkan bahwa variabel Price berpengaruh signifikan terhadap Perceived Value dengan koefisien regresi sebesar 0.333; variabel Various Food Choices berpengaruh signifikan dengan koefisien regresi 0.284; variabel Design berpengaruh signifikan dengan koefisien regresi 0.210; variabel Trustoworthiness tidak berpengaruh signifikan dengan koefisien regresi 0.115; variabel Convenience tidak berpengaruh signifikan dengan koefisien regresi 0.079; variabel Perceived Value berpengaruh signifikan terhadap Attitude Towards Food Delivery Apps dengan koefisien regresi 0.705; variabel Perceived Value berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi 0.230; variabel Attitude Towards Food Delivery Apps berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi 0,542./Indonesia is the most populous country in Southeast Asia, which makes it one of the countries with the largest market in Southeast Asia. In line with rapid technological advances, Indonesia has become an easy target for companies engaged in technology such as food delivery application service providers such as GrabFood. The results of this research are expected to later be able to help make a useful contribution to the development of science, especially in fields related to customer loyalty factors which are observed from the variable attitudes towards food delivery apps, perceived value, various food choices, price, trustworthiness , design, and convenience. This research is also expected to be able to provide more insight to GrabFood in Indonesia regarding the influence of attitudes towards food delivery apps and perceived value on Surabaya community customer loyalty to GrabFood, so that the information in this research can be used by GrabFood Indonesia to attract customers to always use and make purchases on the GrabFood application in Indonesia. This research is a causal research, with the research method used is a quantitative method with data processing using SPSS. Data collection was collected through questionnaires distributed to 130 respondents according to predetermined characteristics, namely men and women aged 18-60 years living in Surabaya, had used Grabfood for their needs at least twice in the last six months dan if theyre still using the GrabFood application. The results of this study indicate that the variable Price has a significant effect on Perceived Value with a regression coefficient of 0.333; the variable Various Food Choices has a significant effect with a regression coefficient of 0.284; Design variable has a significant effect with a regression coefficient of 0.210; Trustoworthiness variable has no significant effect with regression coefficient 0.115; Convenience variable has no significant effect with a regression coefficient of 0.079; Perceived Value variable has a significant effect on Attitude Towards Food Delivery Apps with a regression coefficient of 0.705; Perceived Value variable has a significant effect on Customer Loyalty with a regression coefficient of 0.230; Attitude Towards Food Delivery Apps variable has a significant effect on Customer Loyalty with a regression coefficient of 0.542.

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