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Analisis Pengaruh Promosi Penjualan, Kualitas Layanan, dan Pengalaman Pelanggan terhadap Loyalitas Konsumen Pengguna GoFood

Introduction

Analisis pengaruh promosi penjualan, kualitas layanan, dan pengalaman pelanggan terhadap loyalitas konsumen pengguna gofood. Analisis pengaruh promosi penjualan, kualitas layanan, dan pengalaman pelanggan terhadap loyalitas konsumen GoFood. Studi ini menemukan dampak positif signifikan pada retensi pengguna.

Abstract

This study aims to examine and understand the extent to which Promosi Penjualan, Kualitas Layanan, and Pengalaman Pelanggan influence Consumer Loyalty among GoFood service users, particularly among students of the Entrepreneurship Study Program at Medan State University, intakes of 2021 to 2024. The method used in this study is a quantitative approach with an associative research type. The research sample consisted of 120 respondents selected through a purposive sampling technique. Data collection was carried out using a Likert-scale questionnaire. The results of the study indicate that Promosi Penjualan has a positive and significant influence on Consumer Loyalty. Similarly, Kualitas Layanan and Pengalaman Pelanggan also have a positive and significant influence on Consumer Loyalty. Together, these three variables are proven to have a significant influence on increasing Consumer Loyalty to GoFood services.

Review

This study, titled 'Analisis Pengaruh Promosi Penjualan, Kualitas Layanan, dan Pengalaman Pelanggan terhadap Loyalitas Konsumen Pengguna GoFood,' presents a clear and focused investigation into the drivers of consumer loyalty within the context of an online food delivery service. The research successfully employs a quantitative associative approach to examine the individual and collective impact of sales promotion, service quality, and customer experience on the loyalty of GoFood users. The findings, which consistently indicate a positive and significant influence of all three independent variables on consumer loyalty, address a relevant area of study for both academia and industry. The immediate empirical support for the hypothesized relationships positions this study as a valuable contribution to understanding consumer behavior in the digital service economy. One of the significant strengths of this research lies in its well-defined scope and methodological approach. The selection of sales promotion, service quality, and customer experience as key variables is highly pertinent to the success and sustainability of digital platforms like GoFood, and their validation within this context reinforces existing theoretical frameworks. The focused sample of university students from a specific institution provides a manageable and relevant demographic for analysis, given their high engagement with such services. The use of purposive sampling and a Likert-scale questionnaire are appropriate for gathering perceptual data from this target group, ensuring that the collected data directly addresses the research questions. The conclusive results offer actionable insights for GoFood management, highlighting strategic areas to enhance and maintain consumer loyalty. While the study provides robust evidence for its claims, a key area for further consideration concerns the generalizability of its findings. The exclusive focus on students from a single university, while allowing for a concentrated analysis, might limit the broader applicability of these results to the diverse GoFood user base across different demographics or geographic regions. Future research could benefit from validating these relationships with a wider, more varied sample to enhance external validity. Additionally, while significance is reported, the inclusion of effect sizes for each independent variable would offer a richer understanding of the practical strength and relative importance of sales promotion, service quality, and customer experience in influencing loyalty. Incorporating qualitative data through interviews or focus groups could also provide deeper contextual insights into the mechanisms underlying these observed quantitative relationships.

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