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

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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.

Keywords: Service Quality, Customer Behavior, Food Distribution, Go-Food, Online Delivery

Authors’ individual contribution: The Author is responsible for all the contributions to the paper according to CRediT (Contributor Roles Taxonomy) standards.

Declaration of conflicting interests: The Author declares that there is no conflict of interest.

JEL Classification: M30, M31, M37

Received: 23.03.2023
Accepted: 09.11.2023
Published online: 14.11.2023

How to cite this paper: Situmorang, J. R. (2023). The impact of social media promotion and service quality strategy toward Go-Food online delivery [Special issue]. Corporate & Business Strategy Review, 4(4), 235–242. https://doi.org/10.22495/cbsrv4i4siart4