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All Journal AKADEMIK: Jurnal Mahasiswa Humanis
Hilmi Arija Fachriyan
Universitas Wahid Hasyim
Religion Humanities Education Social Sciences

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Nilai yang Ditawarkan dan Manajemen Hubungan Pelanggan sebagai Anteseden Kepuasan Pelanggan yang Berdampak pada Loyalitas Pelanggan Go-Food di Semarang Hilmi Arija Fachriyan; Lu'lu'a Ulyn Ni'mah; Lutfi Aris Sasongko
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v6i3.2489

Abstract

The rapid growth of online food delivery services (OFDS) in Indonesia has intensified competition among platforms such as Go-Food, Grab-Food, and Shopee-Food, where switching costs are low. This condition requires Go-Food not only to offer a superior customer value proposition (CVP) but also to manage customer relationships effectively in order to build customer satisfaction and loyalty. This study aims to analyse the effects of CVP and customer relationship management (CRM) on customer satisfaction and customer loyalty, as well as the effect of customer satisfaction on customer loyalty among Go-Food users in Semarang. Data were collected through an online questionnaire from 105 respondents who used Go-Food more than once a month, selected by accidental sampling, and were analysed using structural equation modelling (SEM) with AMOS 22.0. The final model shows an acceptable fit (χ² = 206.385; p = 0.065; CMIN/df = 1.166; RMSEA = 0.040; TLI = 0.986; CFI = 0.988). The results show that CVP (β = 0.39) and CRM (β = 0.32) have positive and significant effects on customer satisfaction, while customer satisfaction (β = 0.36), CRM (β = 0.29), and CVP (β = 0.24) have positive and significant effects on customer loyalty. Customer satisfaction partially mediates the effects of CVP and CRM on customer loyalty. These findings suggest that Go-Food should strengthen the functional and economic value of its services while improving relationship processes, such as complaint handling and personalised communication, in order to retain customers in a highly competitive market.
Analisis Kelayakan Finansial Usaha Hidroponik Selada dengan Sistem Nutrient Film Technique (NFT) pada Bertani Agrofarm Kota Semarang Lu'lu'a Ulyn Ni'mah; Lutfi Aris Sasongko; Hilmi Arija Fachriyan
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v6i3.2490

Abstract

Bertani Agrofarm is a lettuce hydroponic business using the Nutrient Film Technique (NFT) system in Mijen District, Semarang City, supplying the hotel, restaurant, and café (Horeca) segment. This study aims to analyze the cost structure, revenue, income, and financial feasibility of the business during the peak production period in December, and to examine the sensitivity of its feasibility to changes in selling price, production volume, and costs. A descriptive quantitative approach with a case study method was used. The analysis covered total cost, revenue, income, R/C ratio, break-even point, margin of safety, as well as sensitivity and switching value analyses. Data were obtained from observation, interviews, and operational records, with a production capacity of 3,000 packs (1 kg) of lettuce per month. The results show a total production cost of IDR 35,737,075, consisting of fixed costs of IDR 24,592,575 and variable costs of IDR 11,144,500, with labor and nutrients as the largest cost components. Revenue reached IDR 70,155,000, generating an income of IDR 34,417,925 with a profit margin of 49.06%. The R/C ratio of 1.96 indicates that the business is feasible and profitable. The break-even point was reached at 1,250 packs or IDR 29.24 million, far below production capacity, with a margin of safety of 58.3%. The sensitivity analysis shows that the business remains feasible under all single-change scenarios of up to 30%, with selling price as the most sensitive variable (switching value of 49.06%). Therefore, the NFT lettuce hydroponic business at Bertani Agrofarm is feasible to operate and develop.
Co-Authors Lu'lu'a Ulyn Ni'mah Lutfi Aris Sasongko