Pengaruh Service Quality dan Perceived Value terhadap Continuous Usage Intention Pengguna Grabfood di Cirebon
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan perceived value terhadap continuous usage intention pengguna GrabFood di Kota Cirebon. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain asosiatif. Data dikumpulkan melalui penyebaran kuesioner kepada 270 responden pengguna aktif GrabFood yang dipilih menggunakan teknik non-probability sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap continuous usage intention, yang berarti semakin baik kualitas layanan yang dirasakan pengguna, maka semakin tinggi kecenderungan mereka untuk terus menggunakan layanan GrabFood. Selain itu, perceived value juga terbukti berpengaruh positif dan signifikan terhadap continuous usage intention, yang menunjukkan bahwa persepsi pengguna terhadap manfaat layanan dibandingkan dengan biaya yang dikeluarkan berperan penting dalam meningkatkan penggunaan berkelanjutan. Secara simultan, service quality dan perceived value berpengaruh signifikan terhadap continuous usage intention dengan kontribusi sebesar 55,6%. Temuan penelitian ini menegaskan bahwa peningkatan kualitas layanan dan nilai yang dirasakan pengguna menjadi faktor penting dalam mempertahankan loyalitas pengguna layanan pesan antar makanan berbasis aplikasi.
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