The Influence of Service Quality and Price Perception on Customer Satisfaction in Using Go-Food Services in Palembang

This research was conducted to determine the influence of service quality and price perception on customer satisfaction when using Go-Food services in Palembang.The population in this study is Generation Z and millennials aged 17 -40 years, domiciled in Palembang City and have used Go-Food services at least 5 times in the last 3 months.Based on sample calculations, the sample used in this research was 240 respondents.The results of multiple linear regression analysis show that service quality and price perception have a positive and significant effect on customer satisfaction.Go-Food Quality is expected to be able to carry out a comprehensive evaluation of its delivery process, such as improvements in more accurate delivery time estimates, improvements in logistics and delivery management services, and better communication with consumers regarding order status.In terms of prices, it is hoped that Go-Food can launch the prices it has set, such as being more active in offering promotions, discounts or vouchers to users.