Analisis pengaruh variabel aesthetics, position relevance, service quality dan visual quality terhadap customer loyalty melalui satisfaction pada pengguna aplikasi Shopeefood di Surabaya=Analysis of the influence of aesthetics, position relevance, service quality, and visual quality variables towards customer loyalty through satisfaction of Shopeefood application users in Surabaya

Susanto, Ivan Wira (2023) Analisis pengaruh variabel aesthetics, position relevance, service quality dan visual quality terhadap customer loyalty melalui satisfaction pada pengguna aplikasi Shopeefood di Surabaya=Analysis of the influence of aesthetics, position relevance, service quality, and visual quality variables towards customer loyalty through satisfaction of Shopeefood application users in Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Shopeefood merupakan fitur perluasan dari aplikasi Shopee, yang merupakan salah satu aplikasi e-commerce terpopuler di Indonesia yang resmi diluncurkan sejak Desember 2015. Shopeefood menyediakan layanan online food delivery (layanan pesan antar makanan) yang diperkenalkan kepada publik mulai April 2020. Penelitian ini bertujuan untuk meneliti faktor yang berpengaruh terhadap Customer Loyalty melalui Satisfaction pengguna dan pelanggan aplikasi Shopeefood di Surabaya. Penelitian ini bermanfaat untuk pembaca dan pihak aplikasi Shopeefood dalam mengevaluasi kualitas layanan, estetika, dan relevansi posisi pada aplikasi Shopeefood di Surabaya, serta bagi pebisnis lainnya yang ingin mendapat referensi dalam meningkatkan loyalitas konsumen melalui kualitas visual dan kualitas layanan untuk menciptakan kepuasan pelanggan. Penelitian ini bersifat kausal dengan metode kuantitatif dengan menggunakan software Amos 22.0 untuk membantu proses pengolahan data primer dari 145 pelanggan aplikasi Shopeefood di Surabaya yang dikumpulkan dengan teknik snowball sampling. Melalui penelitian ini, ditemukan bahwa loyalitas konsumen untuk merekomendasikan maupun menggunakan aplikasi Shopeefood dapat terbentuk apabila konsumen tersebut merasa puas. Adapun kepuasan konsumen dipengaruhi oleh kualitas layanan dan kualitas visual. Dalam membangun kualitas visual, diperlukan pengembangan dalam aspek estetika dan relevansi posisi atau penataan aplikasi yang tepat. Hasil penelitian menunjukkan bahwa Position Relevance memberi dampak paling signifikan terhadap Visual Quality aplikasi Shopeefood dan Visual Quality berpengaruh paling signifikan terhadap Satisfaction, sehingga pemilik e-commerce maupun online food delivery disarankan untuk meningkatkan Visual Quality dan Service Quality aplikasi Shopeefood. / Shopeefood is an extension feature of the Shopee application, which is one of the most popular e-commerce applications in Indonesia, officially launched in December 2015. Shopeefood provides online food delivery services introduced to the public starting in April 2020. This research aims to examine the factors influencing Customer Loyalty through user satisfaction and customers of the Shopeefood application in Surabaya. This research is beneficial for readers and the Shopeefood application in evaluating the quality of service, aesthetics, and position relevance in the Shopeefood application in Surabaya, as well as for other businesses seeking references to improve customer loyalty through visual quality and service quality to create customer satisfaction. This research is causal with a quantitative method using Amos 22.0 software to assist in processing primary data from 145 Shopeefood application customers in Surabaya collected through snowball sampling technique. Through this research, it is found that customer loyalty to recommend or use the Shopeefood application can be formed when customers are satisfied. Customer satisfaction is influenced by the quality of service and visual quality. Building visual quality requires development in the aspects of aesthetics and position relevance or proper application arrangement. The research results show that Position Relevance has the most significant impact on the Visual Quality of the Shopeefood application, and Visual Quality has the most significant impact on Satisfaction. Therefore, e-commerce and online food delivery owners are recommended to improve the Visual Quality and Service Quality of the Shopeefood application.

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