<![CDATA[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.]]>
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