Analisis Perbandingan Loyalitas Konsumen Gofood Dan Grabfood Pada Generasi Milenial

Abstract

The research aims to analyze the comparison of GoFood consumer loyalty and GrabFood consumer loyalty in the Millennial generation. This type of research is comparative research, namely to describe the differences between GoFood and GrabFood consumer loyalty. The population in this research is the Millennial Generation who use GoFood services on the Gojek application and GrabFood on the Grab application in the city of Mataram, with a sample of 120 respondents. The sampling technique is non-probability sampling technique with purposive sampling method. Data collection techniques used were questionnaires and documentation. Meanwhile, the data collection tool used was a questionnaire that was uploaded on the Google Form website and provided a link to respondents. The analytical tool used is the T-test Paired Sample Test analysis tool. The research results show that there is a significant difference between consumer loyalty to GoFood and GrabFood service users. The results of this research can be used as additional information and consideration for GoFood and GrabFood in making policies and must remain focused on providing the best service, so that consumer loyalty can be maintained and increased