Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh E-Service Quality dan Perceived Price terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi pada pelanggan online food delivery services di Kota Banda Aceh. Penelitian ini dilatarbelakangi oleh persaingan yang semakin ketat antar platform layanan pesan antar makanan sehingga perusahaan dituntut meningkatkan kualitas layanan elektronik, persepsi harga, kepuasan, dan loyalitas pelanggan. Penelitian ini menggunakan Consumer Behavior Theory yang dipadukan dengan Expectancy Disconfirmation Theory (EDT) sebagai landasan teori. Pendekatan penelitian yang digunakan adalah kuantitatif dengan penyebaran kuesioner kepada 160 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS.
Hasil penelitian menunjukkan bahwa E-Service Quality dan Perceived Price berpengaruh positif dan signifikan terhadap Customer Satisfaction maupun Customer Loyalty. Customer Satisfaction juga berpengaruh positif dan signifikan terhadap Customer Loyalty. Selain itu, Customer Satisfaction terbukti mampu memediasi pengaruh E-Service Quality dan Perceived Price terhadap Customer Loyalty. Peningkatan kualitas layanan elektronik dan persepsi harga yang baik dapat meningkatkan kepuasan pelanggan sehingga mendorong terbentuknya loyalitas pelanggan pada layanan online food delivery services di Kota Banda Aceh.

Kata Kunci: E-Service Quality, Perceived Price, Customer Satisfaction , Customer Loyalty, Consumer Behavior Theory.

This study aims to analyze the effect of E-Service Quality and Perceived Price on Customer Loyalty with Customer Satisfaction as a mediating variable among online food delivery services customers in Banda Aceh. The study is motivated by the increasing competition among online food delivery platforms, requiring service providers to improve electronic service quality, establish favorable price perceptions, enhance Customer Satisfaction , and strengthen customer loyalty. This study is based on Consumer Behavior Theory integrated with Expectancy Disconfirmation Theory (EDT). A quantitative research approach was employed by distributing questionnaires to 160 respondents selected using a purposive sampling technique. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that E-Service Quality and Perceived Price have positive and significant effects on both Customer Satisfaction and Customer Loyalty. Customer Satisfaction also has a positive and significant effect on Customer Loyalty. Furthermore, Customer Satisfaction significantly mediates the relationship between E-Service Quality and Customer Loyalty, as well as the relationship between Perceived Price and Customer Loyalty. These findings suggest that improving electronic service quality and maintaining favorable price perceptions can enhance Customer Satisfaction, which in turn strengthens customer loyalty toward online food delivery services in Banda Aceh. Keywords: E-Service Quality, Perceived Price, Customer Satisfaction , Customer Loyalty, Consumer Behavior Theory.