PENGARUH E-SERVICE QUALITY DAN FOOD QUALITY TERHADAP CUSTOMER LOYALTY PENGGUNA GOFOOD INDONESIA YANG DIMEDIASI OLEH PERCEIVED VALUE DAN CUSTOMER SATISFACTION

This study aims to examine the positive influence of electronic service quality and food quality on customer loyalty. In the current era of digitalization, the tendency of Indonesian people to make online purchases through e-commerce has increased sharply. There are problems in the aspects of GoFood's electronic service quality (e-service quality) and the importance of assessing food quality aspects through GoFood delivery, so this research is important to do for both constructs by paying attention to the indirect relationship (mediation) of the value perceived by customers GoFood (perceived value) and GoFood customer satisfaction to GoFood customer loyalty. The sampling technique in this study used a non-probability sampling technique, namely purposive sampling, in which the specific respondents were GoFood customers who were well-known in various cities in Indonesia. The sample in this study may be 458 respondents with data methods through electronic questionnaires. The data were processed using validity, reliability and statistical analysis. The results showed that the e-service quality variable had a positive and significant effect both directly and indirectly through the mediation of perceived value and customer satisfaction on GoFood customer loyalty, while the food quality variable had no direct influence but had an indirect effect through perceived value and satisfaction to customer loyalty GoFood customers. abstract:Penelitian ini bertujuan untuk menguji pengaruh positif e-service quality dan food quality terhadap customer loyalty. Pada era digitalisasi saat ini, kecenderungan masyarakat Indonesia untuk melakukan pembelian online melalui e-commerce meningkat tajam. Adanya permasalahan dalam aspek kualitas pelayanan elektronik (e-service quality) GoFood dan pentingnya mengkaji aspek kualitas makanan (food quality) melalui pengantaran GoFood maka, penelitian ini penting dilakukan untuk meneliti kedua konstruk tersebut dengan memperhatikan hubungan tidak langsung (mediasi) dari nilai yang dirasakan pelanggan GoFood (perceived value) dan (customer satisfaction) atau kepuasan pelanggan GoFood terhadap loyalitas pelanggan GoFood. Teknik pengambilan sampel pada penelitian ini menggunakan teknik non-probability sampling yaitu purposive sampling dimana responden terkhusus merupakan pelanggan GoFood yang tersebar di berbagai kota di Indonesia. Sampel dalam penelitian ini berjumlah 458 responden dengan metode pengumpulan data melalui kuisioner elektronik. Data diolah dengan menggunakan analisis validitas, reliabilitas, dan analisis statistik. Hasil penelitian menunjukkan bahwa variabel e-service quality memiliki pengaruh positif dan signifikan baik secara langsung maupun tidak langsung melalui mediasi perceived value dan customer satisfaction terhadap customer loyalty pelanggan GoFood sedangkan variabel food quality tidak memiliki pengaruh secara langsung namun memiliki pengaruh secara tidak langsung melalui mediasi perceived value dan customer satisfaction terhadap customer loyalty pelanggan GoFood e-service quality, food quality, perceived value, customer satisfaction, customer loyalty