The Influence of Perceived usefulness on Customer loyalty Gen Z mediated by Customer Satisfaction on Fitur Shopee Food

DOI

10.2991/978-94-6463-302-3_3How to use a DOI?

Keywords

customer loyalty; customer satisfaction; perceived usefulness; Shopeefood

ABSTRACT

Technological advances in Indonesia have led to changes in people’s lifestyles. This phenomenon presents new opportunities for business people to develop their business by making new innovations. This new innovation is the presence of Online Food Delivery features, one of which is Shopeefood which was launched by e-commerce shopee in 2021. Knowing the effect of perceived usefulness in Gen Z on customer loyalty mediated by customer satisfaction on the Shopeefood feature is the purpose of this study. The approach employed in the research is quantitative. A purposive sampling technique was used to disseminate a questionnaire, and a total of 184 respondents made up the sample. To analyze respondents’ answers, researchers used SEM PLS with Smart PLS 3.0 software. According to the results of this research, there are four conclusions, namely perceived usefulness fails to significant and beneficial impact to customer loyalty, perceived usefulness positively impacts customer satisfaction, customer satisfaction positively impacts customer loyalty while indirectly, customer satisfaction functions as the mediator between perceived usefulness and Gen Z customer loyalty on Shopeefood Features. From the results of this study, it is implicitly obtained that shopee as the owner of Shopeefood must increase customer loyalty by maintaining and increasing the Perceived usefulness of the Shopeefood feature from the user’s side. Because, in the long run Perceived usefulness is very important to face intense competition and can affect the level of user loyalty.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dinda Hapsariningsih
AU  - Raisa Fitri
PY  - 2023
DA  - 2023/11/30
TI  - The Influence of Perceived usefulness on Customer loyalty Gen Z mediated by Customer Satisfaction on Fitur Shopee Food
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
PB  - Atlantis Press
SP  - 14
EP  - 21
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-302-3_3
DO  - 10.2991/978-94-6463-302-3_3
ID  - Hapsariningsih2023
ER  -