Pengaruh Perceived Ease of Use, Perceived Usefulness, Perceived Value Terhadap Customer Satisfaction dan Repurchase Intention pada Aplikasi Pesan Antar Makanan
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Abstract
Teknologi kini menjadi faktor penting dalam mendorong efisiensi, inovasi, dan daya saing di hampir seluruh aspek kehidupan. Salah satu wujud konkret dari fenomena tersebut adalah hadirnya aplikasi pengantaran makanan. Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use, perceived usefulness, dan perceived value terhadap customer satisfaction serta dampaknya terhadap repurchase intention pada pengguna aplikasi pesan antar makanan di Indonesia. Dengan pendekatan kuantitatif, data dikumpulkan terhadap 135 responden yang merupakan pengguna aktif layanan GoFood atau GrabFood di wilayah Bekasi. Pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa perceived ease of use, perceived usefulness, dan perceived value berpengaruh signifikan terhadap customer satisfaction. Selanjutnya, perceived ease of use, perceived usefulness, dan customer satisfaction juga terbukti berpengaruh positif terhadap repurchase intention, sedangkan perceived value tidak menunjukkan pengaruh signifikan terhadap repurchase intention. Penelitian ini menekankan pentingnya persepsi pengguna terhadap kemudahan, kegunaan, dan nilai layanan dalam membangun kepuasan dan loyalitas pelanggan. Implikasi praktis dari penelitian ini mendorong pengelola platform layanan pesan antar makanan untuk fokus pada peningkatan pengalaman pengguna sehingga dapat mempertahankan dan meningkatkan loyalitas pelanggan dalam pasar yang semakin kompetitif.
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