Pengembangan Model SERVQUAL Untuk Rekomendasi Peningkatan Penggunaan Kembali Layanan Online Food Delivery Dengan Metode PLS-SEM

Fahmi, Muhammad Irsyad (2026) Pengembangan Model SERVQUAL Untuk Rekomendasi Peningkatan Penggunaan Kembali Layanan Online Food Delivery Dengan Metode PLS-SEM. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan Online Food Delivery Services (OFDS) di Indonesia telah mengubah perilaku konsumen dalam memperoleh makanan secara lebih cepat, mudah, dan efisien. Meskipun tingkat penggunaan layanan terus meningkat, keputusan pengguna untuk kembali menggunakan layanan OFDS belum sepenuhnya dapat dijelaskan hanya melalui kualitas layanan. Faktor-faktor evaluatif dan psikologis, seperti nilai yang dirasakan, risiko yang dipersepsikan, dan kepercayaan pengguna, diduga turut berperan dalam membentuk penggunaan kembali layanan. Penelitian ini bertujuan mengembangkan dan memvalidasi model konseptual yang menjelaskan mekanisme pembentukan Intention to Reuse pada layanan OFDS di Indonesia melalui pengembangan kerangka SERVQUAL dengan memasukkan konstruk Perceived Value, Perceived Risk, dan Trust. Model penelitian mengintegrasikan dimensi Service Quality, Time-Saving Orientation, Price-Saving Orientation, Satisfaction, Trust, Loyalty, dan Intention to Reuse. Data diperoleh melalui penyebaran kuesioner secara daring kepada pengguna OFDS di Indonesia yang telah menggunakan layanan minimal tiga kali dalam enam bulan terakhir. Dari 371 data yang terkumpul, sebanyak 300 data valid digunakan dalam analisis. Pengolahan data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui pengujian outer model dan inner model. Hasil penelitian menunjukkan bahwa Satisfaction, Trust, dan Loyalty berpengaruh positif terhadap Intention to Reuse. Selain itu, Perceived Value berpengaruh positif terhadap Satisfaction dan Trust, sedangkan Perceived Risk berpengaruh negatif terhadap Trust. Dimensi kualitas layanan seperti Assurance, Responsiveness, Reliability, Empathy, dan Tangibles juga berkontribusi dalam membentuk Satisfaction dan Loyalty. Temuan ini menunjukkan bahwa keputusan penggunaan kembali layanan OFDS dipengaruhi oleh kombinasi faktor kualitas layanan, nilai yang dirasakan, risiko yang dipersepsikan, serta mekanisme psikologis pengguna. Penelitian ini memberikan kontribusi berupa pengembangan model OFDS yang lebih komprehensif dengan mengintegrasikan faktor kualitas layanan, utilitarian, evaluatif, dan psikologis dalam menjelaskan Intention to Reuse. Hasil penelitian juga memberikan dasar bagi penyedia OFDS dalam merancang strategi peningkatan kepuasan, kepercayaan, loyalitas, dan retensi pengguna.
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The growth of Online Food Delivery Services (OFDS) in Indonesia has transformed consumer behavior by providing a faster, more convenient, and more efficient way to obtain food. Despite the increasing adoption of these services, users’ decisions to continue using OFDS cannot be fully explained by service quality alone. Evaluative and psychological factors, such as Perceived Value, Perceived Risk, and Trust, are also believed to play important roles in shaping users’ Intention to Reuse these services. This study aims to develop and validate a conceptual model that explains the formation of Intention to Reuse in OFDS by extending the SERVQUAL framework through the inclusion of Perceived Value, Perceived Risk, and Trust. The proposed model integrates dimensions of Service Quality, Time-Saving Orientation, Price-Saving Orientation, Satisfaction, Trust, Loyalty, and Intention to Reuse. Data were collected through an online questionnaire distributed to OFDS users in Indonesia who had used the service at least three times within the previous six months. Of the 371 responses collected, 300 valid responses were retained for analysis. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach through both outer model and inner model evaluations. The results indicate that Satisfaction, Trust, and Loyalty have positive effects on Intention to Reuse. In addition, Perceived Value positively influences both Satisfaction and Trust, while Perceived Risk negatively affects Trust. Service quality dimensions, including Assurance, Responsiveness, Reliability, Empathy, and Tangibles, also contribute to the formation of Satisfaction and Loyalty. These findings suggest that users’ Intention to Reuse OFDS is influenced by a combination of service quality, Perceived Value, Perceived Risk, and psychological mechanisms. This study contributes by developing a more comprehensive OFDS model that integrates service quality, utilitarian, evaluative, and psychological factors in explaining Intention to Reuse. The findings also provide practical insights for OFDS providers in designing strategies to enhance customer Satisfaction, Trust, Loyalty, and user retention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	online food delivery services, PLS-SEM, service quality, intention to reuse
Subjects:	H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Irsyad Fahmi
Date Deposited:	28 Jul 2026 07:08
Last Modified:	28 Jul 2026 07:08
URI:	http://repository.its.ac.id/id/eprint/138686

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