CUSTOMER SATISFACTION IN THE ACTIVITIES OF BUYING FOOD THROUGH ONLINE APPLICATIONS WITH THE IMPORTANT PERFORMANCE ANALYSIS METHOD

Abstract

ABSTRACT. One of the innovations to overcome the problem of meeting needs in the midst of social distancing policies is the existence of e-commerce. The e-commerce allows consumers to shop online through applications and non-cash payments via transfer. This of course has implications for increasing online transactions, especially in the food sector. With the limited space for movement and the need to carry out activities, both school, work and activities from home, people with many activities are looking for practical things to be able to support their activities, one of which is ordering or buying food online through online applications such as Go Food, Grab Food and Shopee Food. Service quality, customer satisfaction, and customer loyalty are very important things to pay attention to for managers and owners of companies engaged in this service so that their activities can continue to survive and develop, but in practice there are still customer complaints related to service quality. The purpose of this study is to determine customer satisfaction in conducting transactions through online applications. The research method used in this research is a survey method by collecting a number of data related to customer satisfaction with a questionnaire and then the results are analyzed using Important Performance Analysis. The sample in this study is Bandung city residents who have online applications such as Go Food Grab Food and Shopee Food on smartphones. The results of the study about customer satisfaction like tangibles, reliability, responsiveness, assurance, and empathy are important things for marketers to pay attention to in order to increase customer satisfaction that factor that are included in the assurance dimension that must be improved, because these are very important according to users, but in practice they are still considered unsatisfactory.