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All Journal Fokus Ekonomi JURNAL SAINS PEMASARAN INDONESIA Jurnal Kajian Manajemen Bisnis TINGKAP Publikasi Pendidikan JDM (Jurnal Dinamika Manajemen) HUMAN FALAH: Jurnal Ekonomi dan Bisnis Islam International Journal of Community Service Learning Jurnal Riset Manajemen Bisnis dan Publik Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Mantik Jurnal Abdi Insani Jurnal Manajemen Universitas Bung Hatta Academia Open Jurnal Ecogen Jurnal Kajian Manajemen dan Wirausaha Journal of Applied Data Sciences Indonesian Journal of Tourism and Leisure Marketing Management Studies PEMA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Journal of Management and Administration Provision e-Jurnal Apresiasi Ekonomi Cendikia Pendidikan Jurnal Penelitian Pendidikan Indonesia Banking & Management Review
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Journal : Journal of Management and Administration Provision

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The Influence of Customer Engagement and Relationship Marketing Orientation on Customer Loyalty in GoFood Services: The Mediating Role of Trust Pangestika, Adinda; Abror, Abror
Journal of Management and Administration Provision Vol. 5 No. 2 (2025): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v5i2.654

Abstract

This study aims to examine and analyze the effects of customer engagement and relationship marketing orientation on customer loyalty in GoFood services, particularly within the local context of Padang, Indonesia, with trust as a mediating variable. This quantitative research collected data from 225 GoFood users in Padang using a structured questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) software. Both customer engagement and relationship marketing orientation were modeled as second-order constructs using the repeated indicators approach. The results indicate that customer engagement does not significantly influence trust and customer loyalty, although both relationships are weakly positive. In contrast, relationship marketing orientation significantly and positively affects both trust and customer loyalty. Trust itself has a significant positive impact on customer loyalty. Mediation analysis revealed that trust does not mediate the relationship between customer engagement and customer loyalty, but successfully mediates the relationship between relationship marketing orientation and customer loyalty. These findings suggest that in the context of GoFood services in Padang, relationship-focused marketing strategies are more effective in fostering customer trust and loyalty than engagement effort alone. Strengthening trust remains essential for sustaining long-term loyalty in digital food delivery platforms.
Co-Authors Afdal, Zul Ahlunnazak, Ahmad Istiqlal Ahmad, Nurafni Fajarna Do Angga Pratama Angga Pratama Anwar, Kendis Aprilyra, Nadila Arif Marsal Asmareni , Asmareni Astuti, Kristiana Auliya, Vivi Rizky Batubara, Hani Maisyarah Deswita, Syilvia Dewi Anggraini Dina Patrisia Dwita, Vidyarini Elfani, Riyeni Dwi Erni Masdupi Fadliyah, Chairati Fajri, Dilham Hidayatul Fandora, Karmila Firman Firman Fitrisia, Azmi Friyatmi Friyatmi Gesit Thabrani Hajar, Benti Hendri, Naldi Ilham Irdawati Irdawati Janner Simarmata Janner Simarmata Juita, Salsabila Karim, Haniful Luthfi, Afdal Maratul Khairani Pardila Mega Dezil Mohammad Abdilla Muhammad Aulia Rahman Muskhir, Mukhlidi NABILLAH, SALSA Neswardi, Sepri Pangestika, Adinda Perengki Susanto Pratiwi, Delya Rahmiati Rahmiati Raka, Anyelir Ridwan Muhammad Rifqi Dwity Satria Rosyeni Rasyid Ryna Parlyna, Ryna Safira, Adhe Okta Sakinah Salsabila Nadira Sapna Biby Sapnabiby Sapnabiby Sari, Nadhila Siti Aminah Soleh, Friska Muflihun Suci Aprilia Hendri Susanto, Parengki Susi Evanita Tania Dwipa Siswara Trinanda, Okki Trinanda, Okki Tri Yasri Hasim Youmil Abrian yuli asbar Yunia Wardi Zulafdal, Zulafdal