In this modern era, the growth and development of technology play numerous roles in the lives of individuals. The business community uses the growth and development of technology to advertise and market its products. This study was conducted to determine the effect of service quality, perceived value, customer satisfaction, and trust as a mediator on the use of GrabFood services.
The purpose of this research is to find out and analyze how the service quality of GrabFood, how is the perceived value of GrabFood benefits, and how is customer satisfaction with GrabFood and trust as a mediator for GrabFood.
This study employs a quantitative approach along with descriptive causality research. Purposive sampling, a non-probability sampling technique, was used in this study's sampling, which included 385 respondents overall. Descriptive analysis and PLS-SEM are the methods of data analysis used.
The results showed that perceived value had a positive and significant effect on customer satisfaction. While the quality of service has no positive and significant effect on customer satisfaction. Trust will also mediate the relationship between service quality, perceived value, and customer satisfaction.
Based on the research results, GrabFood is expected to be able to fulfill what was promised and promoted to customers. This is to increase the trust of GrabFood customers because trust can have an influence on customer satisfaction. The results of this study are expected to be used as a reference source in further research and it is recommended to add variables not examined in this study.
Keywords: Service Quality, Perceived Value, Trust, Customer Satisfaction