ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI SATISFACTION DAN TRUST TERHADAP ONLINE FOOD DELIVERY STUDI KASUS DI KOTA BATAM
Abstract
Penelitian ini bertujuan untuk mengkaji faktor-faktor yang memengaruhi satisfaction dan trust dalam konteks layanan pengiriman makanan online / Online Food Delivery. Fokus penelitian adalah pada E-wom , Service Quality dan, Brand Image sebagai variabel independen, dengan Satisfaction sebagai variabel dependen dan Trust sebagai variabel mediasi. Responden yang digunakan adalah masyarakat kota Batam yang pernah menggunakan layanan online food delivery. Didapatkan 253 responden dengan cara pembagian kuesioner secara online, hasil tersebut di uji pada aplikasi Smart PLS dan SPSS. Hasil penelitian menunjukkan bahwa E-wom dan Service Quality secara signifikan mempengaruhi Satisfaction serta Trust secara signifikan mempengaruhi Satisfaction. Trust terbukti berperan sebagai mediasi yang signifikan antara E-wom dan Service Quality terhadap Satisfaction. Namun terdapat variabel Brand image yang tidak berpengaruh signifikan terhadap Satisfaction dan Trust . Penelitian ini memberikan wawasan bagi perusahaan di industri Online Food Delivery untuk meningkatkan E-wom , Service Quality dan, Brand Image merek guna meningkatkan Satisfaction dan membangun Trust yang kuat melalui strategi pemasaran digital yang efektif.
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Published
2024-12-29
How to Cite
Qadri, R., Vinchen, H., & Nurjanah, L. (2024). ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI SATISFACTION DAN TRUST TERHADAP ONLINE FOOD DELIVERY STUDI KASUS DI KOTA BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 2817-2838. https://doi.org/10.31955/mea.v8i3.4825
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