Pengaruh Perceived Quality dan Price Discount terhadap Loyalitas Pelanggan pada Aplikasi Grabfood (Studi pada Pengguna Layanan Grabfood Kota Medan)

Abstract

Today's society coexists with technology, so to carry out daily activities many use online markets for more practical and efficient reasons. The high need for public consumption of food and beverages is a business opportunity which was then realized by PT Grab Indonesia by opening the Grabfood service feature which is an online food and beverage delivery service feature. The rapid development of Grabfood cannot be separated from PT Grab Indonesia's ability to attract customers such as providing perceived quality experiences for customers and providing price discounts so as to create customer loyalty. This study aims to determine how perceived quality and price discount affect Grabfood customer loyalty in Medan City on the Grab application. The effect between perceived quality and price discount will be analyzed partially and simultaneously on customer loyalty. The research method used in this research is quantitative. The population in this study were Grabfood customers, the sample set amounted to 100 customers (respondents) with the sampling technique using purposive sampling. The data collection technique in this study uses primary data obtained from distributing questionnaires directly to respondents, for secondary data obtained through books, journals and articles related to this research. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, multiple correlation analysis, and hypothesis testing using SPSS. The results of this study indicate that perceived quality (X1) and price discount (X2) have a significant effect on customer loyalty (Y). Based on the results of the determination test, it is found that the Adjusted R Square value of 0.296 means 29.6%, so it can be concluded that there is a direct correlation between the perceived quality, price discount and customer loyalty variables. The R Square value of 0.310 (31.0%) the perceived quality and price discount variables simultaneously have an influence of 31.0% on the dependent variable customer loyalty. while the rest is influenced by other variables not examined in this study.