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All Journal International Journal of Economics Development Research (IJEDR) Community Engagement and Emergence Journal (CEEJ)
Wijaya, Michael Kurniawan
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Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences

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Pengaruh Cita Rasa dan kepuasan pelanggan terhadap Loyalitas Pelanggan pada Bhinneka Food House Situmorang, Irvan Rolyesh; Wijaya, Michael Kurniawan
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 1 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i1.7967

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh cita rasa dan kepuasan pelanggan terhadap loyalitas pelanggan pada Bhinneka Food House. Metode penelitian adalah kuantitatif. Jumlah populasi tidak dapat dihitung. Untuk itu menggunakan lemeshow sehingga hasil sampel yang diperoleh 97 pelanggan Bhinneka Food House. Teknik pengambilan sampel adalah accidental sampling. Teknik pengumpulan data menggunkana kuesioner penelitian dengan menggunakan distirbusi google form. Teknik analisa data mengunakan analisi regresi linear berganda dengan SPSS 26. Hasil penelitian memperoleh bahwa secara parsial cita rasa terhadap loyalitas pelanggan, secara parsial kepuasan pelanggan terhadap loyalitas pelanggan dan secara simultan cita rasa dan kepuasan pelanggan terhadap loyalitas pelanggan.
Driving Sales in the Platform Economy: The Role of Taste and Promotion in Chaipao Asiok Purchases through GrabFood Wijaya, Michael Kurniawan; Sinaga, Hommy Dorthy Ellyany; Nasution, Lisa Elianti
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 3 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i3.8073

Abstract

This study aims to examine the economic influence of taste and promotional strategies on consumer purchase decisions for Chaipao Asiok through the GrabFood application. As food delivery platforms become increasingly dominant in the digital economy, understanding key consumer drivers such as sensory experience (taste) and marketing efforts (promotion) is critical for business sustainability. The study population comprises all Chaipao Asiok consumers who ordered via the GrabFood application from 2020 to 2024. A total of 130 respondents were selected using purposive sampling. Data were collected through questionnaires, interviews, and documentation. The analytical method employed was multiple linear regression. The findings reveal that both taste and promotion have a positive and statistically significant impact on consumer purchase decisions. These results highlight the economic value of strategic flavor development and promotional engagement in enhancing consumer behavior within the food delivery ecosystem.
Co-Authors Nasution, Lisa Elianti Sinaga, Hommy Dorthy Ellyany Situmorang, Irvan Rolyesh