PENGARUH PERCEIVED PRICE, PRODUCT QUALITY, DAN E-SERVICE QUALITY TERHADAP CONSUMER SATISFACTION DALAM MEMPENGARUHI CONSUMER LOYALTY PENGGUNA ONLINE FOOD DELIVERY

SABRINA ARDIANTI, . (2025) PENGARUH PERCEIVED PRICE, PRODUCT QUALITY, DAN E-SERVICE QUALITY TERHADAP CONSUMER SATISFACTION DALAM MEMPENGARUHI CONSUMER LOYALTY PENGGUNA ONLINE FOOD DELIVERY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived price, product quality, dan e-service quality terhadap consumer satisfaction dalam mempengaruhi consumer loyalty pengguna layanan online food delivery. Penelitian ini dilakukan dengan pendekatan kuantitatif menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) untuk mengidentifikasi hubungan antarvariabel. Teknik analisis yang digunakan untuk mengolah data yang terkumpul mencakup uji inner model, uji outer model, dan pengujian hipotesis. Data dikumpulkan melalui survei online terhadap 254 mahasiswa di Jakarta berusia 18-25 tahun dengan kriteria telah menggunakan layanan OFD minimal tiga kali dalam enam bulan terakhir yang dipilih menggunakan metode non-probability purposive sampling. Instrumen yang digunakan berupa kuesioner berbasis skala Likert 6 poin. Hasil penelitian menunjukkan bahwa perceived price, product quality, dan e-service quality memiliki pengaruh signifikan terhadap consumer satisfaction. Faktor-faktor ini berkontribusi dalam membentuk kepuasan pelanggan melalui perceived price, product quality, serta e-service quality. Di antara ketiga faktor tersebut, product quality ditemukan sebagai determinan utama dalam memengaruhi kepuasan konsumen. Selain itu, consumer satisfaction memiliki hubungan langsung yang kuat dengan consumer loyalty, di mana konsumen yang puas lebih cenderung terus menggunakan layanan OFD yang sama dan merekomendasikannya kepada orang lain. Penelitian ini memberikan kontribusi praktis bagi penyedia layanan OFD dalam meningkatkan kualitas produk, optimalisasi layanan digital, serta penyesuaian harga agar lebih kompetitif guna menarik dan mempertahankan pelanggan. Temuan ini juga dapat menjadi referensi bagi pelaku industri dalam merancang strategi pemasaran yang lebih efektif untuk meningkatkan retensi pelanggan. Secara teoretis, penelitian ini memperkaya literatur terkait perilaku konsumen di era digital, khususnya dalam konteks layanan OFD yang semakin berkembang dan menjadi bagian penting dari gaya hidup modern mahasiswa. Kata kunci: Perceived Price, Product Quality, E-Service Quality, Consumer Satisfaction, Consumer Loyalty. ***** This study aims to analyze the influence of perceived price, product quality, and e-service quality on consumer satisfaction in shaping consumer loyalty among users of online food delivery (OFD) services. The research employs a quantitative approach using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method to identify the relationships between variables. The data analysis techniques used include inner model testing, outer model testing, and hypothesis testing. Data was collected through an online survey of 254 students in Jakarta, aged 18-25, who had used OFD services at least three times in the past six months, selected using a non-probability purposive sampling method. The research instrument was a questionnaire based on a six-point Likert scale. The findings reveal that perceived price, product quality, and e-service quality significantly influence consumer satisfaction. These factors contribute to customer satisfaction through perceived price, product quality, and e-service quality. Among these factors, product quality was identified as the primary determinant affecting consumer satisfaction. Moreover, consumer satisfaction has a strong direct relationship with consumer loyalty, as satisfied consumers are more likely to continue using the same OFD service and recommend it to others. This study provides practical contributions for OFD service providers in improving product quality, optimizing digital services, and adjusting pricing strategies to be more competitive in attracting and retaining customers. These findings can also serve as a reference for industry players in designing more effective marketing strategies to enhance customer retention. Theoretically, this research enriches the literature on consumer behavior in the digital era, particularly in the context of OFD services, which continue to grow and have become an integral part of students' modern lifestyles. Keywords: Perceived Price, Product Quality, E-Service Quality, Consumer Satisfaction, Consumer Loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26803 not found.
Date Deposited:	03 Mar 2025 02:30
Last Modified:	03 Mar 2025 02:30
URI:	http://repository.unj.ac.id/id/eprint/54074

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