THE EFFECT OF SERVICE QUALITY, BRAND IMAGE, AND PROMOTION ON CUSTOMER SATISFACTION OF THE GO-FOOD DELIVERY APPLICATION IN THE COVID-19 PANDEMIC ERA IN JAKARTA

Namira Az'zahra, Megarani Ayu Lestari, Vica Nurhayani Harahap, Andri Andri

Abstract


This study aims to identify how customer satisfaction for restaurant delivery applications is increasing globally, especially during the Covid-19 pandemic. Customers no longer need to go to restaurants to avoid the risk of getting infected by Corona Virus (Covid-19). This study also aims to identify customer satisfaction, repeat online food orders (repeat orders), price saving orientation, time-saving orientation, previous online purchasing experience, consumer attitudes and behavioral intentions towards service, testing and analyzing Service Quality, Brand Image, and Promotionon customer satisfaction for food delivery applications such as Go-Food in the Covid-19 pandemic era. This research method used quantitative survey analysis, with data collection techniques in the form of distributing questionnaires, and data analysis techniques using multiple linear regression analysis coincided with the T-test and F-test. The research variables consisted of three (X) variables, namely Service Quality (X1), Brand Image (X2), and Promotion (X3) as well as variable (Y) namely Customer satisfaction. The population in this study were Gojek application users who use Go-Food Food Delivery services in Jakarta. Samples were taken using the sampling technique, with a total sample of 100 respondents. The results of the study indicate that there is a positive relationship and significance between Service Quality, Brand Image, and Promotion on Customer Satisfaction, providing good service quality, so that it can be accepted and felt by Gofood application customers.


Keywords


Service quality analysis, Brand image, Promotion, Customer Satisfaction, Go-Food

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DOI: https://doi.org/10.25292/atlr.v4i0.413

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