FACTORS INFLUENCING CUSTOMER LOYALTY OF GRABFOOD

Abstract

This research aims to identify the influence of price, service quality, and promotion towards customer loyalty of GrabFood. All responses were collected using questionnaires. The methodology used for the research is quantitative and the statistical analysis was performed using the Statistical Package for Social Science (SPSS) Version 25.0. The research population is people who have used GrabFood more than once. This research used purposive sampling with 100 respondents based on the unknown population. The result indicates that price and service quality have no significant influence, while promotion has a significant influence on customer loyalty. Therefore, for the implication for policy and practice, the company needs to increase promotion as one of the company's strategies and pay attention to the prices offered by doing market research to set the optimal price, also improve service quality to make sure that every driver and customer service can give a good service to ensure that the customers will stay loyal to the company.