How Product and E-Service Quality Affect Consumer Loyalty in Online Food Delivery?

This research aims to analyze the impact of perceived price, product quality, and e-service quality on consumer satisfaction in building consumer loyalty among users of online food delivery services. This study employs a quantitative approach using an online survey questionnaire based on a 6-point Likert scale for data collection, which will be distributed through social media. The sampling method used is non-probability purposive sampling, which will then be analyzed using the Structural Equation Modeling (SEM) method with the assistance of SmartPLS software. The survey targets of this research are students aged 18-25 who reside in Jakarta and have used online food delivery applications at least three times in the last six months. This study is expected to provide in-depth insights into the factors influencing consumer satisfaction in online food delivery services. It will also explore the differences in perception among different student groups, as well as the practical implications of the findings for online food delivery service providers. The results of this analysis are expected to yield recommendations that can assist management of food delivery services in enhancing user satisfaction and loyalty, as well as providing valuable insights for the development of more effective marketing strategies. By focusing on the student population, this research highlights the significance of this market segment within the online food delivery industry in Jakarta.