Pengaruh penggunaan mobile food-ordering application (MFOA) GOFOOD terhadap restaurant brand loyalty

Jasmine, Denissa Nadhira (2022) Pengaruh penggunaan mobile food-ordering application (MFOA) GOFOOD terhadap restaurant brand loyalty. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk memahami apakah terdapat hubungan antara penggunaan Mobile Food-Ordering Application (MFOA) Gofood terhadap Restaurant Brand Loyalty di Indonesia. Target populasi merupakan pelanggan yang kerap menggunakan MFOA GoFood yang tinggal di Indonesia. Data dikumpulkan menggunakan metode pengambilan sampel kuesioner. Sampel yang digunakan sebesar 411 responden yang merupakan pengguna aplikasi MFOA GoFood. Data tersebut dianalisa menggunakan pendekatan Partial Least Square Structural Equation Modeling (PLS SEM) dari Smartpls 3.0. Hasil penelitian ini menunjukkan bahwa semua hipotesis diterima dengan hasil pengaruh Continuous Intention to Use the Apps terhadap Restaurant Brand Loyalty sedikit lebih kuat daripada pengaruh Restaurant Brand Attachment terhadap Restaurant Brand Loyalty. Lalu, hubungan antara MFOA Usage dengan MFOA Satisfaction pada penelitian ini memiliki nilai paling tinggi dan dianggap paling kuat. Menurut pengukuran IPMA variabel MFOA Usage merupakan variabel yang memiliki importance tinggi dan dianggap penting, namun memiliki performance rendah dan dapat ditingkatkan oleh MFOA GoFood untuk membantu peningkatan Restaurant Brand Loyalty./This study aims to understand whether there is a relationship between the use of Gofood's Mobile Food-Ordering Application (MFOA) and Restaurant Brand Loyalty in Indonesia. The target population is customers who frequently use MFOA GoFood who live in Indonesia. Data was collected using a questionnaire sampling method. The sample used is 411 respondents who are users of the GoFood MFOA application. The data was analyzed using the Partial Least Square Structural Equation Modeling (PLS SEM) approach from Smartpls 3.0. The results of this study indicate that all hypotheses are accepted with the result that the effect of Continuous Intention to Use the Apps on Restaurant Brand Loyalty is slightly stronger than the effect of Restaurant Brand Attachment on Restaurant Brand Loyalty. Then, the relationship between MFOA Usage and MFOA Satisfaction in this study has the highest value and is considered the strongest. According to IPMA measurements, the variable MFOA Usage is a variable that has high importance and is considered important, but has low performance and can be increased by MFOA GoFood to help increase Restaurant Brand Loyalty.

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