Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality dan e-promotion terhadap e-customer loyalty yang dimediasi oleh perceived value pada pelanggan aplikasi GoFood di Banda Aceh. Populasi dalam penelitian ini adalah seluruh pengguna aplikasi GoFood di Banda Aceh. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden telah menggunakan aplikasi GoFood lebih dari tiga kali. Jumlah sampel yang digunakan sebanyak 210 responden, yang ditentukan berdasarkan jumlah indikator penelitian. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS) melalui perangkat lunak SmartPLS 4. asil penelitian menunjukkan bahwa e-service quality dan e-promotion berpengaruh positif dan signifikan terhadap e-customer loyalty. Selain itu, e-service quality dan e-promotion juga berpengaruh positif dan signifikan terhadap perceived value. Selanjutnya, perceived value terbukti berpengaruh positif dan signifikan terhadap e-customer loyalty. Hasil pengujian mediasi menunjukkan bahwa perceived value mampu memediasi secara signifikan pengaruh e-service quality dan e-promotion terhadap e-customer loyalty pada pelanggan aplikasi GoFood di Banda Aceh.
Kata Kunci: E-Service Quality, E-Promotion, Perceived Value, E-Customer Loyalty, GoFood

ABSTRAC This study aims to analyze the effect of e-service quality and e-promotion on e-customer loyalty, with perceived value as a mediating variable among GoFood application users in Banda Aceh. The population of this study consists of all GoFood users in Banda Aceh. A purposive sampling technique was employed, with the criterion that respondents had used the GoFood application more than three times. A total of 210 respondents were selected as the sample, determined based on the number of research indicators. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4 software. The results indicate that e-service quality and e-promotion have a positive and significant effect on e-customer loyalty. Furthermore, e-service quality and e-promotion also have a positive and significant effect on perceived value. Perceived value, in turn, has a positive and significant effect on e-customer loyalty. Mediation testing results show that perceived value significantly mediates the relationship between e-service quality and e-promotion and e-customer loyalty among GoFood application users in Banda Aceh. Keywords: E-Service Quality, E-Promotion, Perceived Value, E-Customer Loyalty, GoFood.