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Abstract

Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan GoFood pada Generasi Z di Kecamatan Paiton serta menjelaskan peran kedua variabel tersebut dalam konteks layanan online food delivery.


Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 397 pengguna GoFood Generasi Z yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda menggunakan SPSS.


Hasil dan Pembahasan: Hasil penelitian menunjukkan bahwa kualitas pelayanan dan harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, baik secara parsial maupun simultan. Kedua variabel tersebut mampu menjelaskan 58,2% variasi kepuasan pelanggan, menunjukkan bahwa kepuasan pelanggan terbentuk melalui kualitas layanan digital yang baik dan persepsi harga yang sesuai dengan manfaat yang diterima.


Implikasi: Temuan ini menjadi masukan bagi penyedia layanan online food delivery untuk meningkatkan kualitas pelayanan digital serta menetapkan strategi harga yang kompetitif guna meningkatkan kepuasan pelanggan.


Originalitas: Penelitian ini memperluas penerapan konsep SERVQUAL pada layanan online food delivery dengan menunjukkan bahwa integrasi kualitas pelayanan digital dan persepsi harga merupakan determinan utama kepuasan pelanggan Generasi Z.

Keywords

kualitas layanan harga kepuasan pelanggan GoFood Generasi Z

Article Details

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How to Cite
Mardatillah, F., & Hamzah, M. (2026). Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan Gofood: Studi Kasus pada Generasi Z di Kecamatan Paiton, Jawa Timur, Indonesia. Advances: Jurnal Ekonomi & Bisnis, 4(4), 1027–1049. https://doi.org/10.60079/ajeb.v4i4.955
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