ARTICLE
TITLE

BUYING EXPERIENCE: THE IMPACT OF TRUST AND SATISFACTION OF GRAB FOOD CUSTOMERS IN SURABAYA

SUMMARY

This study aims to determine and explain the influence of buying experience on customer trust and customer satisfaction in Grab Food customers in Surabaya. The selection of the location of this study considered that the customers who usually bought food using Grab Food were customers whose market segments were in the big city community. The exogenous variables in this study were buying experience, while the endogenous variables were trust and customer satisfaction. The type of research used was explanatory research. The sample were 140 respondents with a sampling technique using purpose sampling. The data collection method used a questionnaire. The validity test and reliability test were used to test the instrument. The result of testing the instrument indicated that the entire instrument was valid and reliable. Data analysis used descriptive analysis and path analysis. The results of this study indicated that buying experience had a significant effect on trust with the contribution of 26.9%. Buying experience had a significant effect on customer satisfaction with a contribution of 22.1%, and trust had a significant effect on customer satisfaction with a contribution of 17.1%.This study aims to determine and explain the influence of buying experience on customer trust and customer satisfaction in Grab Food customers in Surabaya. The selection of the location of this study considered that the customers who usually bought food using Grab Food were customers whose market segments were in the big city community. The exogenous variables in this study were buying experience, while the endogenous variables were trust and customer satisfaction. The type of research used was explanatory research. The sample were 140 respondents with a sampling technique using purpose sampling. The data collection method used a questionnaire. The validity test and reliability test were used to test the instrument. The result of testing the instrument indicated that the entire instrument was valid and reliable. Data analysis used descriptive analysis and path analysis. The results of this study indicated that buying experience had a significant effect on trust with the contribution of 26.9%. Buying experience had a significant effect on customer satisfaction with a contribution of 22.1%, and trust had a significant effect on customer satisfaction with a contribution of 17.1%. Keywords: Buying Experience, Trust, Customer Satisfaction

 Articles related

Winda Wulandari, Meinarini Catur Utami, Elvi Fetrina    

MSMEs (Micro, Small and Medium Enterprises) as one of the factors driving the economy inIndonesia are experiencing the Covid-19 pandemic crisis which has led to the activities of theIndonesian people. This will indirectly affect the activities of human l... see more


Josephine Jesslyne Helbert, I Gde Surya Putra Ariawan | Pages 353 –370    

Social media which initially only functioned as a medium to expand friendships and share one's daily activities, is now starting to turn into a platform used by many companies to share information and carry out marketing activities. One of the marketing ... see more


Ade Nurhayati | Pages 108 – 116    

Competition in the beauty market are very competitive, business actors in the cosmetic industry are required to carry out various effective marketing strategies so that buying interest in Wardah cosmetics increases. One of them is by utilizing promotions... see more


Fifi Rachmawati Alfi'ah, Abdul Rahman, Okta Hadi Nurcahyono    

The study objective is to examine the excessive consumption of jilbab fashion trends by university students. This research is a descriptive study with qualitative methods and determined informants using purposive sampling. The re... see more


Meghna Sapui    

This paper analyses P.J. Hogan’s Confessions of a Shopaholic (2009) in three sections. In the first section, it studies how the film maps shopping as an illness that needs to be cured onto the body of its female heroine. It does so, as is argued here, by... see more