Pengaruh Information Quality Dan Brand Equity Melalui Perceived Value Terhadap Customer Satisfaction Pada Pengguna Aplikasi Go Food Di Masa Covid-19 - Tiara Asti Meida; Husna Leila Yusran (HK-Publishing, 2022)
AbstractThe purpose of this study was to determine the role of perceived value in mediating the effect of information quality and brand equity on customer satisfaction. This research was conducted at the Sundanese Restaurant located on Jalan Raya AMD Lintas Timur, Karang Tanjung, Pandeglang Regency. Purposive sampling technique is used to determine the sample in this study, where the respondents are consumers who use the Go Food application. The number of samples used as many as 240 people. This study uses a structural equation model (Structural Equation Modeling - SEM). The results show that information quality and brand equity have a positive and significant influence on customer satisfaction for go food application users during the COVID-19. Perceived value mediates the positive and significant effect of information quality and brand equity on customer satisfaction for go food application users during the COVID-19.Keywords: Information Quality, Brand Equity, Perceived Value, Customer Satisfaction and COVID-19. AbstrakTujuan penelitian ini untuk mengetahui peran perceived value dalam memediasi pengaruh information quality dan brand equity terhadap customer satisfaction. Penelitian ini dilakukan di Saung Djuragan yang berlokasi di Jalan Raya AMD Lintas Timur, Karang Tanjung, Kabupaten Pandeglang. Teknik random sampling digunakan untuk menentukan sampel dalam penelitian ini, dimana respondennya adalah konsumen pengguna aplikasi Go Food. Jumlah sampel yang digunakan sebanyak 243 orang. Penelitian ini menggunakan model persamaan struktural (Structural Equation Modeling - SEM) berdasarkan varian yang dikenal dengan Partial Least Square (PLS). Hasil penelitian menunjukkan information quality dan brand equity memiliki pengaruh positif dan signifikan terhadap customer satisfaction pada pengguna aplikasi go food di era COVID-19. Perceived value memediasi pengaruh information quality dan brand equity positif dan signifikan terhadap customer satisfaction pada pengguna aplikasi go food di era COVID-19.Kata Kunci : Information Quality, Brand Equity, Perceived Value, Customer Satisfaction, COVID-19