Pengaruh E-Service Quality, System Quality, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Shopeefood (Studi Pada Mahasiswa FEB Universitas Islam Malang)

Abstract

Abstract

This study empirically examines the impact of e-service quality, system quality, and customer satisfaction on customer loyalty within the highly competitive online food delivery sector. Focusing on the Shopeefood platform, this research targeted students from the Faculty of Economics and Business at Universitas Islam Malang. Utilizing a quantitative explanatory design, data were collected via digital questionnaires from 101 active students selected through purposive sampling. Multiple Linear Regression analysis via SPSS revealed that the residual data met the normality assumption (Sig. 0.195). The results demonstrate that e-service quality positively and significantly affects customer loyalty (p < 0.001). Similarly, system quality exerts a significant positive influence (p < 0.001) and stands out as the most dominant predictor with a Standardized Beta of 0.326. Customer satisfaction also positively impacts loyalty (p = 0.004). The model explains 26.3% of the variance in customer loyalty (R-Square). These findings suggest that enhancing system reliability and digital service quality strengthens customer retention. Notably, the high demand for seamless system functionality among female students underscores the necessity for robust technological infrastructure to prevent switching behavior.

Keyword: E-Service Quality, System Quality, Customer Satisfaction, Customer Loyalty.