Pengaruh Kualitas Layanan, Kemudahan Penggunaan dan Promosi terhadap Kepuasan Pengguna GrabFood di Surabaya Selatan. (The Influence of Service Quality, Ease of Use, and Promotion on GrabFood User Satisfaction in South Surabaya).

Satria, Hanif (2025) Pengaruh Kualitas Layanan, Kemudahan Penggunaan dan Promosi terhadap Kepuasan Pengguna GrabFood di Surabaya Selatan. (The Influence of Service Quality, Ease of Use, and Promotion on GrabFood User Satisfaction in South Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In this modern era, online food delivery services have seen rapid growth, particularly in Indonesia, which stands out as one of the largest markets in Southeast Asia. GrabFood, as a leading platform, continually faces intense competition and strives to maintain user loyalty. Therefore, this study aims to examine the impact of service quality, ease of use, and promotion on GrabFood user satisfaction in the South Surabaya area.A quantitative research design was employed, involving a survey distributed through Google Forms. One hundred respondents participated, all of whom were active GrabFood users. The data were analyzed using classic assumption tests, multiple linear regression, and both F-tests and t-tests.The findings indicate that service quality and ease of use both have a significant positive influence on user satisfaction. On the other hand, promotion does not display a significant partial effect. Nonetheless, when considered simultaneously, the three variables service quality, ease of use, and promotion collectively contribute positively to user satisfaction. Among these variables, ease of use emerges as the dominant factor, suggesting that users highly value an intuitive, easily accessible application that caters to their needs efficiently.From a practical perspective, this study recommends that GrabFood continue to enhance its service quality through technological innovations, such as simplifying the application interface and ensuring relevant features are readily available to users. While promotion alone may not substantially affect satisfaction, promotional strategies that align with users’ needs remain essential. These efforts are expected to strengthen user satisfaction, foster loyalty, and help GrabFood maintain its competitiveness in the online food delivery market.

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