PENGARUH KUALITAS PELAYANAN, POTONGAN HARGA, DAN KEMUDAHAN PENGGUNAAN APLIKASI TERHADAP KEPUASAN PELANGGAN SHOPEEFOOD DI SURABAYA

Abstract

This research aims to analyze the effect of service quality, discount, and ease of application usage on customers' satisfaction with Shopee Food in Surabaya. In the era of digitalization, a service of food ordering based on application is more developed. Furthermore, Shopee Food also competes with similar other platforms. Therefore, it is essential to understand the factors which affect customer satisfaction to have improved competitiveness. The research employs a quantitative with survey approach. Furthermore, the data were primary. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed through Google Forms to 75 respondents. Moreover, the respondents are ShopeeFood regular consumers in Surabaya. Additionally, the data analysis technique used multiple linear regression with SPSS 26. The result concludes that service quality has an insignificant effect on the customers' satisfaction. However, both discount and ease of application usage have a significant impact on the customers satisfaction. It means that ShopeeFood customers are more likely to consider a discount and ease of application usage in choosing a service of food ordering.