CD Tesis

pengaruh kualitas makanan dan kualitas layanan driver terhadap kepuasan pelanggan melalui perceived value pada shopee food di kota pekanbaru

---

This study aims to analyze the effect of food quality and driver service quality on customer satisfaction at Shopee Food in Pekanbaru City, with perceived value as a mediating variable. The approach used in this study refers to the Stimulus–Organism–Response (S-O-R) theory developed by McQuail (2010), where food quality and driver service as stimuli will be processed internally by customers through value perception (organism), and produce a response in the form of satisfaction. The study was conducted in Pekanbaru City, Riau Province, from February 2025 until completion. This study uses a quantitative approach with an explanatory research type. Primary data were collected by distributing questionnaires to 171 respondents spread across 15 sub-districts in Pekanbaru City, while secondary data were obtained through literature studies and internet sources. The data obtained were analyzed using the Structural Equation Modeling - Partial Least Square (SEM-PLS) method through SmartPLS 4.0 software. SEM-PLS was chosen because it is able to test direct and indirect relationships between variables simultaneously. The analysis was conducted in two stages, namely outer model and inner model analysis. At the outer model stage, the validity and reliability of the instrument were tested through convergent validity, discriminant validity, and composite reliability indicators. While at the inner model stage, the coefficient of determination (R²) and hypothesis testing through bootstrapping were used to see the influence between latent variables.
The results showed that food quality and driver service quality had a positive and significant effect on customer satisfaction. This finding indicates that customers will feel more satisfied if the food they receive has good quality, such as appropriate taste, neat packaging, freshness, safe for consumption for health and a variety of menu variations.
In addition, the quality of driver service, such as appearance, response, punctuality, responsibility, politeness and solutions also play a role in shaping a positive experience for customers. The quality of food and driver service has been shown to increase perceived value, namely customer perceptions of the benefits they feel compared to the costs incurred. Perceived value itself significantly affects the level of customer satisfaction, which means that customers who feel they get more value from Shopee Food services tend to be more satisfied.
This study shows that food quality has a positive and significant effect on Shopee Food customers' perceived value. Aspects of food quality such as packaging, taste, freshness, healthiness, and menu variety contribute to increasing customer perceived value.
The results of the study show that driver service quality has a positive and significant effect on Shopee Food customers' perceived value. Fast, safe, and friendly driver service can increase customer perceptions of service value, because customers feel that the benefits received are comparable to or even exceed the price paid. This directly contributes to increasing perceived value.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2310246758

Penerbit

Pekanbaru : UNRI – PASCA – Magister Manajemen., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2310246758

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Magister Manajemen

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar