The Influence of Service Quality and Price on Shopeefood Generation Z Customer Satisfaction in Bandung City
DOI:
https://doi.org/10.61536/escalate.v4i01.445Keywords:
Food Delivery, Generation Z, Price, Customer Satisfaction, Service QualityAbstract
The rapid growth of online food delivery services like ShopeeFood in Indonesia motivates this study, as service quality and price are crucial for Generation Z customer satisfaction in Bandung City despite complaints about drivers and shipping costs. This explanatory quantitative research targets a population of 659,583 Generation Z users (born 1997-2012), with a sample of 100 respondents selected via Slovin formula and purposive sampling (minimum 3 uses/month). A 5-point Likert questionnaire (valid r>0.1966, reliable α>0.70) was analyzed descriptively, with classical assumption tests, multiple linear regression, and t-F tests using SPSS 27. Results show significant partial effects of service quality (β=0.173, t=11.926, p=0.000) and price (β=0.172, t=8.604, p=0.000), and simultaneous effect (F=106.968, p=0.000, R=0.862), with high satisfaction at 91.83%. In conclusion, service quality and price positively and significantly influence Generation Z ShopeeFood satisfaction both partially and simultaneously; recommendations include enhancing service consistency for loyalty.
Downloads
References
APJII. (2025). Indonesian internet user penetration & behavior survey report 2025. Indonesian Internet Service Providers Association.
Bandung City Central Statistics Agency. (2025). Bandung City Population Data 2024.
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Emzir. (2022). Qualitative research methodology: Qualitative data analysis. Pustaka Setia.
Fahlfadiaz, RA (2025). The influence of service quality and promotion on ShopeeFood customer satisfaction: A case study of Gen Z ShopeeFood service users in Bekasi City [Thesis]. Jakarta State Polytechnic.
GoodStats. (2025). Number of e-commerce users in Indonesia in 2025.
Hasbi, I., & Sanjaya, I. (2024). The effect of price and e-service quality on ShopeeFood customer e-satisfaction in generation Z. e-Proceeding of Management, 11(6), 5282–5290.
Katadata Insight Center. (2024). Growth of food delivery service transactions in Indonesia.
Lestari, V., Utomo, HS, & Indarwanta, D. (2022). The influence of e-service quality and price on customer satisfaction and its impact on customer loyalty of generation Z. Paradigma: Journal of Social, Political, and Policy Issues, 26(1), 71–89.
Mutia, EA (2022). Analysis of the influence of service quality and price on GoFood customer satisfaction: A case study of Generation Z GoFood service users in Purwokerto [Thesis]. UIN Saizu.
ShopeeFood Indonesia [@shopeefoodid]. (2025, January–May). User comments on Instagram [Observation data].
Sihombing, FDR, & Mardhiyah, A. (2023). The effect of promotion, price, and service quality on ShopeeFood customer satisfaction in Medan City. Transekonomika: Accounting, Business, and Finance, 3(1), 68–82.
Sugiyono. (2023). Quantitative, qualitative, and R&D research methods (5th ed.). Alfabeta.
Sudaryono. (2021). Research methodology: Quantitative, qualitative, and mixed methods. Rajagrafindo Persada.
Tjiptono, F., & Chandra, G. (2020). Service quality & customer satisfaction (5th ed.). ANDI.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Melati Rahma Anggraeni, Deni Solihin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
