Pengaruh Kualitas Pelayanan, Citra Merek, Dan Electronic Word Of Mouth (E-Wom) Terhadap Kepuasan Pelanggan Grab Food Di Bali Pada Masa Pandemi Covid-19

Abstract

This study was proposed to investigate the effect of service quality, brand image, and electronic word of mouth (E-WOM) on customer satisfaction. ThIs study was using quantitative design which had causal characteristic. In this research, the subjects came from the Grab Food customers in Bali during the COVID-19 pandemic and the objects of the research were service quality, electronic word of mouth (W-WOM), brand image, and customer satisfaction. Questionnaire and document recording were used to gather the data and then analyzed through multiple linear regression analysis. The results portrayed that (1) service quality, brand image and electronic word of mouth (E-WOM) have a significant and positive influence toward Grab Food customer satisfaction (2) service quality has a significant and positive influence toward customer satisfaction, (3) brand image has a significant and positive influence toward customer satisfaction, and (4) electronic word of mouth (E-WOM) has a significant and positive influence toward customer satisfaction for Grab Food customers in Bali during the COVID-19 Pandemic.