What Does Service Quality, Perceived Value, and Customer Trust Have to Do with Customer Loyalty for Go-Food Users in The Gojek App? Using Customer Satisfaction Performs as a Moderator. (Case Study on Students of the Faculty of Economics and Business Univ
University of Bandar Lampung, Lampung, Indonesia
This study intends to examine several elements that affect Go-Food patronage among University of Bandar Lampung Faculty of Economics and Business students. In order to determine their impact on customer loyalty, this study examines a number of criteria, including service quality, perceived value, customer trust and customer satisfaction. Go-Food application, which is owned by Go-Food, can compete by winning over more customers by using the information from this study. By giving questionnaires to 93 members of the University of Bandar Lampung’s Faculty of Economics and Business, research data was collected. Customers who use the Go-Food application from GoJek for students at the Faculty of Economics and Business, University of Bandar Lampung, are considered respondents. A partial-based SEM methodology was employed to gather and discover the findings from the data. The outcomes of this study demonstrate that Service quality is positively and significantly influenced by customer satisfaction. Perceived value has a positive but no significant effect on customer satisfaction. Customer trust is significantly and favorably impact by customer satisfaction. Service quality has a positive but not significant effect on customer loyalty. Perceived value is positively and significantly influenced by customer loyalty. Customer trust has a positive but not significant effect on customer loyalty. Customer satisfaction has a positive but not significant effect on customer loyalty. Researchers who study related issues are advised to consider other factors, such as price, brand image, and advertising, which can affect customer loyalty.