The Use of Online Food Platforms Influenced Satisfaction and Loyalty in Urban Society
Society utilizes technology to purchase food online as a new way to enjoy continently without visiting a physical store. The way food sellers serve their food is vital, including taste, hygiene, and packaging for the next purchase to increase satisfaction and loyalty. The research examines the relationship between e-service quality, food quality, perceived value towards satisfaction, and loyalty of the millennial generation from purchasing food online until the food is delivered to the buyers. This study is using a quantitative method for research. The data were collected using an electronic questionnaire on Microsoft Forms from 378 users who utilized an online food platform to order food. The purposive sampling method was used to gather the data from the society. SEM-AMOS was utilized to analyze the data. The results indicated as follows: the e-service quality and perceived value variables have a significant effect on loyalty. The food quality variable has no significant effect on loyalty. Variable E-service quality, food quality, and perceived value variables significantly affect satisfaction. Satisfaction as mediation between e-service quality, food quality, and perceived value has shown a favorable effect on loyalty in online food platforms. From this finding, online food platforms to e-service quality and perceived value are connected with loyalty and satisfaction. In contrast, food quality has no significant connection with loyalty in Indonesia. Furthermore, future research on another online food platform can be conducted to find out whether the results will differ. Moreover, the variable of customer delight can be used as a moderator to determine whether customer delight as a moderator affects satisfaction and loyalty in online food platforms.
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