Pengaruh Aplikasi Grabfood Dan Pengalaman Pelanggan Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Pelanggan
DOI:
https://doi.org/10.33751/jmp.v14i2.186Keywords:
GrabFood app, customer experience, purchase decision, customer loyaltyAbstract
The Influence of the Grabfood App and Customer Experience on Purchase Decisions and Their Impact on Customer Loyalty
This study aims to analyze and determine the influence of the GrabFood app (X1) and customer experience (X2) on purchasing decisions (Y) as well as their impact on customer loyalty (Z) among GrabFood users in South Jakarta. The increasing use of online food delivery services and competition among digital platforms are driving companies to improve the quality of their apps and customer experience in order to maintain customer loyalty. Purchase decisions are a key factor influencing the continued use of GrabFood services by customers. The research method used was a quantitative method with an associative approach. The population in this study consisted of GrabFood app users in South Jakarta, with a sample size of 100 respondents selected using purposive sampling. Data collection was conducted through the distribution of an online questionnaire that had been tested for validity and reliability. The data analysis technique used Partial Least Squares (PLS) with outer model and inner model testing to determine the direct and indirect effects between variables. The results of the study indicate that the GrabFood app has a positive and significant effect on purchasing decisions, with a t-statistic of 6.842 > 1.96 and a p-value of 0.000 < 0.05. Customer experience also has a positive and significant effect on purchasing decisions, with a t-statistic of 7.115 > 1.96 and a p-value of 0.000 < 0.05. Additionally, purchasing decisions have a positive and significant effect on customer loyalty, with a t-statistic of 8.204 > 1.96 and a p-value of 0.000 < 0.05. The R-Square value for customer loyalty of 0.712 indicates that the variables of the GrabFood app, customer experience, and purchase decision explain 71.2% of customer loyalty, while the remainder is influenced by other variables outside the scope of this study. The conclusion of this study confirms that good app quality and customer experience can increase purchase decisions and strengthen customer loyalty toward the GrabFood service.
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