Analysis of Customer Loyalty from Users who Bought Coffee Using Online Food Delivery Application

In the competitive coffee shop market, customer loyalty is a critical yet challenging aspect to maintain. This study investigates customer loyalty among users who purchase coffee through online food delivery applications such as Grab Food, Go Food, and Shopee Food. The research develops a comprehensive model to identify key factors influencing customer loyalty. The study formulates fourteen hypotheses concerning variables like service quality, perceived security, privacy concerns, product variety, on-time delivery, perceived ease of use, perceived usefulness, trust in security, customer trust, customer satisfaction, and perceived risk with the vendor. Data were collected from 161 respondents using a questionnaire, analyzed through the Smart PLS method. Results indicate that factors such as product variety, on-time delivery, perceived usefulness, and trust of security significantly affect customer satisfaction and loyalty. Notably, customer satisfaction emerged as the strongest predictor of loyalty, suggesting that enhancing user satisfaction is pivotal for obtain loyalty. Conversely, aspects like service quality, perceived security, and privacy concerns did not significantly impact customer trust. The findings highlight the necessity for coffee shops and online delivery platforms to focus on product variety, timely delivery, and a secure, user-friendly interface to enhance customer loyalty. This study provides valuable insights for improving customer retention strategies in the online coffee delivery sector.