Pengaruh E-Service Quality Dan Promosi Terhadap Kepuasan Pelanggan Grabfood Pada Generasi Z Di Bali
DOI:
https://doi.org/10.25124/jcobs.v2i2.8739Kata Kunci:
E-service Quality, Promotion, Customer SatisfactionAbstrak
Online food delivery (OFD) has now become an important requirement for the people of Indonesia, so that OFD services
are now competing to provide the best satisfaction to their customers. In Indonesia, OFD services vary. Grab with the
OFD function, namely Grabfood. With many competitors, Grabfood must always provide maximum service and attractive
incentives for customers to be satisfied with the services provided. The purpose of this study is to identify and analyze the
impact of advertising and e-service quality on customer satisfaction, either partially or simultaneously, among Generation
Z in Bali. The method used in this research is a quantitative method combined with a descriptive method. The scale used
is the Likert scale and several linear regression tests, partial tests ( t test) and simultaneous tests (F test) are used to
analyze the data. Electronic service quality, promotion and customer satisfaction are at the appropriate level, proportional to
each variable. Then, the results of the promotion test show that partially and simultaneously, the quality of e-services
has a significant influence on GrabFood customer satisfaction in Generation z Bali. The influence of the independent
variables quality and promotion of electronic services on the dependent variable, namely customer satisfaction, is 69.2%.
The remaining 30.8% is an influence variable that was not examined carefully in this research.
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