“THE INFLUENCE OF PROMOTION, SERVICE QUALITY, CONVENIENCE AND CUSTOMER SATISFACTION TOWARDS CUSTOMER LOYALTY: A CASE STUDY OF SHOPEEFOOD IN GREATER JAKARTA”

Abstract

The world of online sales and purchases using electronic devices known as Ecommerce is very advanced and always evolving. A food delivery service is an example of a service sector company. When technological developments in the field of ecommerce and food delivery services PSBB (Large-Scale Social Restrictions) were implemented, as a means of handling the outbreak at the beginning of Covid-19, it turned out to trigger the formation of a new economy challenge. The coronavirus (COVID-19) pandemic that has swept the world has caused all the significant changes in human life. During COVID-19 food delivery apps have become increasingly popular, reviving the food business by enticing customers to pay more attention to the possibilities on offer. This study aims to identify the factors which influence customer loyalty toward ShopeeFood by using variable namely, customer satisfaction, promotion, convenience and service quality on loyalty to ShopeeFood users on Millennial Generation and the Greater Jakarta area. This study uses quantitative research and distributed in the form of the questionnaire as the instrument tool with 25 questions. By using purposive sampling technique, the questionnaire filled up by 260 respondents who live in Greater Jakarta, Indonesia. The data collected were analyzed using the SmartPLS 3.2.9 (Partial Least Square-Structural Equation Model) software. The results of this study, that of the four hypotheses proposed, one hypothesis were declared has a not-positive significant influence (Service Quality to Customer Satisfaction), while the other three hypotheses were stated positive significant influence and accepted.