Loyalty Program on Grabfood Services (Digital Payment OVO users)
Miftahul Jannah
Trunojoyo Madura University
Jl. Raya Telang, Perumahan Telang Indah, Telang, Kamal, Kabupaten Bangkalan, Jawa Timur 69162
Abstract
Customer loyalty is important to company, especially for e-commerce. Many marketplaces collaborated with digital payment to create customer loyalty through discount from digital payment. This study investigated how perceived benefit of e-loyalty program can enhance e-satisfaction and e-loyalty. This study used quantitative approach, with spread questionnaires by online survey. Simple and multiple regression was applied to analyze data. The results indicated that perceived of e-loyalty program, there are financial benefit and hedonic benefit have a significant effect on e-satisfaction and e-loyalty, but social benefit not related. This study also confirmed that e-satisfaction has positive significant effect on e-loyalty.
Keywords: e-loyalty program, e-satisfaction, e-loyalty, online program loyalty.
Topic: Marketing