(Master of Management, Universitas Lampung, Bandar Lampung, 35141, Indonesia)
(2) Satria Bangsawan
(Master of Management, Universitas Lampung, Bandar Lampung, 35141, Indonesia)(3) Roslina Roslina
(Master of Management, Universitas Lampung, Bandar Lampung, 35141, Indonesia)*Corresponding author
AbstractThe rapid growth of online food delivery (OFD) services in Indonesia has intensified competition among platforms, making customer loyalty a critical issue for sustainability. This study aims to analyze the influence of price, service quality, food quality, and delivery time efficiency on customer loyalty in online food delivery services in Indonesia, with customer satisfaction as a mediating variable. A quantitative approach was employed using a survey method, with questionnaires distributed to 220 active users of online food delivery services in Indonesia. The collected data were analyzed using Structural Equation Modeling (SEM). The results indicate that price, food quality, and delivery time efficiency have a significant effect on customer satisfaction, while service quality does not show a significant influence. Furthermore, price, food quality, and delivery time efficiency significantly affect customer loyalty, whereas service quality does not have a direct significant effect on customer loyalty. Customer satisfaction is proven to mediate the relationship between price, food quality, and delivery time efficiency on customer loyalty, but it does not mediate the effect of service quality on customer loyalty. These findings suggest that customer loyalty in Indonesia’s online food delivery services is primarily driven by perceived price value, food quality, and delivery timeliness. The study provides managerial implications for OFD platforms to prioritize pricing strategies, food quality control, and delivery efficiency in order to enhance customer loyalty.
KeywordsPrice; Service Quality; Food Quality; Delivery Time Efficiency; Customer Loyalty
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DOIhttps://doi.org/10.33122/ejeset.v7i1.1353 |
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