The impact of social media promotion and service quality strategy toward Go-Food online delivery

Abstract

This study aims to analyze the influence of service quality and promotion on social media on customer loyalty, with brand image as an intervening variable. The respondents in this study are all users of the Go-Food application, consisting of 400 active respondents who ordered food from October 2021 to April 2022. Questionnaires were distributed via 13 WhatsApp Groups (WAGs), and SPSS was used for data analysis. The study showed that service quality has a significant relationship with customer loyalty, both directly and indirectly (through brand image). However, the relationship between promotion on social media, whether direct or indirect through brand image, towards customer loyalty, did not show any significance. Moreover, brand image also did not affect customer loyalty. Thus, only service quality can affect Go-Food customer loyalty. In conclusion, this study supports the scientific community by understanding what influences consumers’ buying decisions and the impact of social media promotion and service quality on brand image.