ANUGRAH, GEMA RESTU DWI (2019) PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN LAYANAN PESAN ANTAR MAKANAN GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research aims to identity the influence of price perception, brand image and trust on customer satisfaction service delivery messages between food Go Food. Respondents of this study were people often using Go Food services. This research was conducted with 120 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The result of this study indicated that the brand image haven’t been significantly on customer satisfaction in service delivery between food and price perceptions and trust have a significant effect on customer satisfaction of the message service between food Go Food. Keyword: price perception, brand image, trust, customer satisfaction Penelitian ini mengetahui pengaruh persepsi harga, citra merek dan kepercayaan terhadap kepuasan pelanggan layananan pesan antar makananan Go Food. Responden penelitian ini adalah orang sering menggunakan layanan Go Food. Penelitian ini dilakukan terhadap 120 responden dengan menggunakan pedekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t citra merek tidak berpengaruh signifikan terhadap kepuasan pelanggan pada layananan pesan antar makanan dan persepsi harga serta kepercayaan berpengaruh signifikan terhadap kepuasan pelanggan layanan pesan antar makanan Go Food. Kata kunci : Persepsi Harga, Citra Merek, Kepercayaan, Kepuasan Pelanggan
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