PENGARUH ONLINE GROCERY DELIVERY SERVICE, PRODUCT QUALITY, DAN PRODUCT KNOWLEDGE TERHADAP CUSTOMER SATISFACTION PADA APLIKASI ALFAGIFT

AZRA PUTRI ANAZTASYA, . (2025) PENGARUH ONLINE GROCERY DELIVERY SERVICE, PRODUCT QUALITY, DAN PRODUCT KNOWLEDGE TERHADAP CUSTOMER SATISFACTION PADA APLIKASI ALFAGIFT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengevaluasi sejauh mana online grocery delivery service, product quality, dan product knowledge mempengaruhi customer satisfaction pada pengguna aplikasi Alfagift. Penelitian ini dilakukan dengan pendekatan kuantitatif, dengan populasi yang terdiri dari Generasi Y dan Z yang berdomisili di wilayah Jabodetabek serta telah melakukan minimal satu kali transaksi melalui aplikasi Alfagift. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan total 200 responden. Data dikumpulkan melalui survei daring menggunakan Google Form, yang berisi kuesioner dengan total 40 indikator. Skala pengukuran yang digunakan adalah skala Likert untuk menilai tingkat persetujuan responden terhadap setiap pernyataan. Untuk analisis data, penelitian ini menggunakan metode Structural Equation Modeling dengan pendekatan Partial Least Squares (SEM-PLS), yang bertujuan untuk menguji keterkaitan antarvariabel dalam model yang diajukan. Terdapat tiga hipotesis utama dalam penelitian ini, dan seluruhnya diterima berdasarkan hasil analisis statistik yang menunjukkan adanya hubungan yang signifikan. Temuan dari penelitian ini mengindikasikan bahwa ketiga variabel independen, yaitu online grocery delivery service, product quality, dan product knowledge memiliki pengaruh positif dan signifikan terhadap customer satisfaction pengguna Alfagift. Dengan demikian, hasil studi ini menegaskan pentingnya optimalisasi layanan, peningkatan mutu produk, serta edukasi konsumen dalam meningkatkan loyalitas dan kepuasan pengguna aplikasi belanja digital seperti Alfagift. Kata Kunci: alfagift, customer satisfaction, online grocery delivery service, product knowledge, product quality. ***** ABSTRACT This This study aims to evaluate the extent to which online grocery delivery service, product quality, and product knowledge influence customer satisfaction among users of the Alfagift application. The research adopts a quantitative approach, targeting a population consisting of Generation Y and Z individuals residing in the Greater Jakarta area (Jabodetabek) who have made at least one purchase using the Alfagift app. The sampling technique employed is purposive sampling, involving a total of 200 respondents. Data collection was carried out online via Google Forms, using a questionnaire comprising 40 indicators. A Likert scale was utilized to measure the respondents’ level of agreement with each statement. For data analysis, the study applies the Structural Equation Modeling method using the Partial Least Squares approach (SEM-PLS), which aims to assess the relationships between variables within the proposed model. The study formulated three main hypotheses, all of which were accepted based on statistical analysis results indicating significant relationships. The findings of this research demonstrate that the three independent variables online grocery delivery service, product quality, and product knowledge—positively and significantly impact customer satisfaction among Alfagift users. Therefore, this study highlights the importance of service optimization, product quality enhancement, and consumer education in increasing customer loyalty and satisfaction in digital shopping platforms such as Alfagift. Keywords: alfagift, customer satisfaction, online grocery delivery service, product knowledge, product quality.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Hania Aminah, S.Pd., M.M., Ph.D ; 2). Diena Noviarini, M.M.Si
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Azra Putri Anaztasya .
Date Deposited:	12 Aug 2025 02:14
Last Modified:	12 Aug 2025 02:14
URI:	http://repository.unj.ac.id/id/eprint/59226

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