Analysis of Brand Image and Service Satisfaction on Consumer Loyalty of Food Delivery Application Users

Abstract

Food delivery service companies are growing but need to improve their performance so that consumers always have loyalty. In this study, we will analyze the influence of brand image and service quality on consumer loyalty of food delivery application users in Jakarta with a total of 100 respondents and use quantitative methods and use the PLS 4.0 measuring instrument. The results of this study state that the brand image variable has no effect on consumer loyalty using food delivery applications in Jakarta. Even though the results of this study state that consumers do not yet have loyalty in terms of brand image, it is hoped that food delivery application providers can create brand activation programs so that their brands can be more well-known and also have a positive value. Service quality variables affect consumer loyalty using food delivery applications in Jakarta. Even though it is already good, the quality of service can be improved even better through a timely guarantee program, so that consumers are increasingly confident in the service quality of this food delivery application provider company