THE IMPORTANCE OF LOGISTICS SERVICE QUALITY AND PERCEIVED PRICE ON ONLINE FOOD DELIVERY’S REPURCHASE INTENTION: THE MEDIATING ROLE OF CUSTOMER SATISFACTION
Abstract
In Indonesia, Gojek's GoFood is the top online food delivery service, leading in transaction value and brand recognition. In 2023, GoFood adjusted fees to cover rising costs and enhance service quality. Despite raising prices and adding service fees, GoFood continues to be the top online food service. The data was acquired from 200 samples of GoFood customers and analyzed using the Structural Equation Model (SEM). The analysis results indicate a positive influence of Logistics Service Quality (LSQ) on customer satisfaction; however, it does not directly affect repurchase intention. Interestingly, LSQ indirectly affects repurchase intention through its impact on customer satisfaction. Moreover, Perceived Price (PP) significantly contributes to customer satisfaction, consequently affecting repurchase intention. These insightful findings underscore the critical roles of customer satisfaction and pricing strategies in shaping the triumph of online food delivery services.
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DOI: https://doi.org/10.25292/atlr.v6i0.606
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Advances in Transportation and Logistics Research
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Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia
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