Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan Grabfood Di Kota Kupang

TAMU, Emelinda Jiarapai (2020) Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan Grabfood Di Kota Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

The purpose of this study is 1) To analyze the effect of Service Quality on Grabfood Customer Loyalty in Kupang City. 2) To analyze the influence of Brand Image on Grabfood Customer Loyalty in Kupang City. 3) To analyze the effect of Price on Grabfood Customer Loyalty in Kupang City. This study uses qualitative data and quantitative data, the type of data obtained in the form of explanations and types of data that can be measured or calculated directly expressed by numbers or numbers. The data source used is primary data using a list of questions (questionnaire) with a significant level of 5%. There were 30 samples in this study then processed using Partial Least Square SmartPLS 3.0 and descriptive statistics, inferential statistic with partial least square analysis with three tests, namely 1) Measurement Model (Outer Model) 2) Structural Model ( Inner Model) 3) Hypothesis testing. The results obtained: the variable Service Quality has a significant influence on Grabfood Customer Loyalty. Variable Brand Image has a significant influence on Grabfood Customer Loyalty. While the price variable does not have a significant effect on Grabfood Customer Loyalty. Grabfood in Kupang City has a considerable influence on the students of the Catholic University of Widya Mandira Kupang because with the presence of this food delivery, students can easily buy food when they are busy doing their jobs and do not have the chance to buy directly to the desired place to eat . With the Goodness of fit Test (R-Square) Determination Coefficient Result of 0.725 or 72.5% Dependent Variable (Customer Loyalty) can be explained by the independent variables Service Quality (X1), Brand Image (X2), Price (X3). With the results of this study suggested to the company, in order to maximize the price by considering price policies so that prices can increase customer loyalty. .

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