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

Dinda Hapsariningsih and Raisa Fitri ()
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Dinda Hapsariningsih: Universitas Negeri Malang, Department of Management, Faculty of Economics
Raisa Fitri: Universitas Negeri Malang, Department of Management, Faculty of Economics

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), 2023, pp 14-21 from Springer

Abstract: 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.

Keywords: customer loyalty; customer satisfaction; perceived usefulness; Shopeefood (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-302-3_3

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