The Influence Analysis of Rational Perceived Value and Trust on Customer’s Loyalty Through Customer’s Satisfaction Among Gen Z in South Jakarta
Keywords:
rational perceived value, trust, customer's satisfaction, customer's loyaltyAbstract
Introduction/Main Objectives: The current research aims to explain the correlation between independent variable of rational perceived value and trust. Then, they are being correlated with customer’s satisfaction as mediator variable and customer’s loyalty as dependent variable.
Background Problems: Online food delivery is the popular service as platform to order food and beverage. These applications give an ease on customer to buy food and beverage. GoFood is the most frequent online food delivery that is being used in Indonesia. South Jakarta is the metropolitan city that is being the lifestyle compass of the young folks, especially gen z that is influenced by globalization. Gen Z is the most familiar generation with online food delivery as digital native. It’s important to learn the influence of value and providing future claims of prior research which stated that trust doesn’t have ant effect on customer’s loyalty.
Research Methods: Samples that are successfully being drawn are 100 respondents with purposive snowball sampling method in South Jakarta. Data analysis method that is being used in this research is Spearman’s Rank and mediation analysis with bootstrapping technique of PROCESS with SPSS 25 application.
Finding/Results: The result of this study is being supported with primary data using questionnaire. The result can be elaborated this way: (1) rational perceived value correlates with customer’s satisfaction; (2) trust correlates with customer’s satisfaction; (3) rational perceived value correlates with customer’s loyality; (4) trust influences customer’s loyality; (5) customer’s satisfaction influences customer’s loyality; (6) rational perceived value influences customer’s loyality through customer’s satisfaction; (7) trust influences customer’s loyality through customer’s satisfaction.
Conclusion: Rational perceived value and trust have a strong position in marketing world, especially in yielding customer’s satisfaction and customer’s loyalty. The model proposed in this study is enough to explain the influence of rational perceived value and trust towards customer’s loyalty, either directly or indirectly through customer’s satisfaction.
References
Agustin, L., Fadhilah, M., & Kusumaningrum, N. (2025). Pengaruh Brand Trust Dan Brand Image Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Kosmetik Wardah (Studi Pada Masyarakat Kota Yogyakarta). Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 14(01), 60–74.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Hameed, K. A. A. (2022). Spearman’s correlation coefficient in statistical analysis. Int. J. Nonlinear Anal. Appl, 13(October 2021), 2008–6822. http://dx.doi.org/10.22075/ijnaa.2022.6079
Andianto, K., & Firdausy, C. M. (2020). Pengaruh Perceived Value, Perceived Quality dan Customer Satisfaction terhadap Customer Loyalty Warunk Upnormal di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(3). https://doi.org/10.24912/jmk.v2i3.9589
Arisandi, D., Shar, A., & Hariyadi, R. (2021). Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga, Faktor Emosional, Biaya Dan Kemudahan Terhadap Kepuasan Belanja Busana Secara Daring. Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi Dan Bisnis, 10(2), 92–102. https://doi.org/10.56486/kompleksitas.vol10no2.163
Arli, D., van Esch, P., & Weaven, S. (2024). The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services. Journal of Promotion Management, 30(7), 1159–1188. https://doi.org/10.1080/10496491.2024.2372858
Arum, L. S., Zahrani, A., & Duha, N. A. (2023). Karakteristik Generasi Z dan Kesiapannya dalam Menghadapi Bonus Demografi 2030. Accounting Student Research Journal, 2(1), 59–72.
Az-zahra, H. N., Tantya, V. A., & Apsari, N. C. (2021). Layanan Online Food Delivery. Jurnal Penelitian Dan Pengabdian Kepada Masyarakat (JPPM), 2(2), 156.
Azizah, N., & Chalimatusadiah. (2025). Uji Validitas dan Uji Reliabilitas Instrumen Penelitian Pemahaman Konsep Aljabar. Jurnal Pendidikan Tambusai, 9(1), 6637–6643. file:///C:/Users/Lenovo/Downloads/160-Article Text-452-1-10-20210727.pdf
Bishara, A. J., & Hittner, J. B. (2012). Testing the Significance of a Correlation with Nonnormal Data. Psychological Methods, 17(3), 399–417. https://doi.org/10.1037/a0028087
Blömker, J., & Albrecht, C. M. (2024). Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior. Journal of Retailing and Consumer Services, 79(January). https://doi.org/10.1016/j.jretconser.2024.103806
Farahdibaj, H. A. (2023). Pengaruh Customer Perceived Value, Perceived Ease of Use, Kepuasan Dan Kepuasan Terhadap Loyalitas Nasabah Mobile Banking Bank Syariah Indonesia. Islamic Economic and Finance Journal, 4(02), 93–108. https://doi.org/10.31106/laswq.v4i02.25794
Febraska, A. (2022). Pengaruh Perceived Quality dan Perceived Value terhadap Customer Loyalty Mahasiswa di Kota Surakarta Menggunakan Aplikasi Shopee Food dengan Kepuasan Konsumen sebagai Variabel Mediasi [Universitas Muhammadiyah Surakarta]. https://eprints.ums.ac.id/102680/
Fenomena Culture Jaksel di Kalangan Gen Z dan Milenial: Antara Tren dan Identitas Sosial. (2025, October 6). Media Mahasiswa Indonesia. https://mahasiswaindonesia.id/fenomena-culture-jaksel-di-kalangan-gen-z-dan-milenial/
Gálvez-Ruiz, P., Calabuig, F., Puyana, M. G., González-Serrano, M. H., & García-Fernández, J. (2023). The Effect of Perceived Quality and Customer Engagement on the Loyalty of Users of Spanish Fitness Centres. Academia Revista Latinoamericana de Administración, 36(4), 445–462. https://doi.org/10.1108/ARLA-01-2023-0014
Iba, Z., & Wardhana, A. (2023). Metode Penelitian. Eureka Media Aksara.
Kemenparekraf. (2018). Kota Administrasi Jakarta Selatan. https://katakreatif.kemenparekraf.go.id/assetsapi/country/pdf/1656046451559-kotakreatif-36. Profil-Kota-Administrasi-Jakarta-Selatan.pdf
Kirana, D. G., & Basiya, R. (2024). Pengaruh Trust Dan Perceived Risk Terhadap Minat Beli Ulang Dimediasi Oleh Kepuasan Pelanggan Studi Pada Pelanggan Produk Skincare Di Marketplace Shopee. Management Studies and Entrepreneurship Journal, 5(1), 2690–2701. http://journal.yrpipku.com/index.php/msej
Kristin, R., Kurniawati, M., & Ninawati, N. (2022). Ordering Online Food Delivery Service (OFD) by Early Adulthood in Greater Jakarta. Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021), 655(Ticash 2021), 1387–1391. https://doi.org/10.2991/assehr.k.220404.222
Lee, C. C., Yeh, W. C., Chang, H. C., Yu, Z., & Tsai, Z. Y. (2022). Influence of Individual Cognition, Satisfaction, and the Theory of Planned Behavior on Tenant Loyalty. Frontiers in Psychology, 13(July). https://doi.org/10.3389/fpsyg.2022.882490
Maghembe, M., & Magasi, C. (2024). The role of customer perceived value, brand trust and Service personalization in shaping customer loyalty. International Journal of Management, Accounting and Economics, 11(9), 1197–1219.
Memon, M. A., Thurasamy, R., Ting, H., & Cheah, J. H. (2025). Purposive Sampling: a Review and Guidelines for Quantitative Research. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01
Mushlih, M., & Rosyidah, R. (2020). Buku Ajar Statistika “Aplikasi di Dunia Kesehatan.” UMSIDA Press.
Peck, R., Olsen, C., & Devore, J. (2008). Statistics & Data Analysis (3rd Editio). Books/Cole.
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instrument’s, & Computers, 36(4), 717–731. https://doi.org/10.1037/1082-989x.11.2.142.supp
Purba, P., Fanny Meutia, R., & Alfifto. (2025). Pengaruh Kualitas Pelayanan dan Perceived value terhadap Loyalitas Pelanggan Pemain Golf Royal Sumatera Medan. Journal Of Social Science Research, 5, 4122–4132.
Rahmayani. (2023). Pengaruh Perceived Value Dan Brand Trus Terhadap Customer Loyalty Melalui Customer Engagement Pada Pelanggan Indihome Di Kecamatan Medan Sunggal. Universitas Medan Area.
Risal, M., & Aqsa, M. (2021). Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction. MIMBAR : Jurnal Sosial Dan Pembangunan, 37(2), 297–304. https://doi.org/10.29313/mimbar.v37i2.8055
Rismanita, R. A. (2018). Pengaruh Perceived Value Dan Satistfaction Terhadap Brand Loyalty. Universitas Brawijaya.
Santika, E. F. (2023, July 2). Gofood Jadi Platform Paling Laku untuk Jual Makanan UMKM pada 2022. https://databoks.katadata.co.id/produk-konsumen/statistik/a892971e0af01b9/gofood-jadi-platform-paling-laku-untuk-jual-makanan-umkm-pada-2022
Sciascia, I. (2023). From Market Segmentation to Customer Loyalty. International Journal of Business and Management, 18(4), 192. https://doi.org/10.5539/ijbm.v18n4p192
Suryawan, I. M. B., & Yugopuspito, P. (2022). The Effect of Consumer Decision Making Style on Consumer Satisfaction and Repurchase Intention in Buying Sneakers Product Online in Indonesia. Enrichment: Journal of Management, 12(2), 1419–1433.
Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). The Rational Factors of Perceived Quality and Perceived Value as the Drivers of Customer Satisfaction and Brand Loyalty. Bisnis & Birokrasi Journal, 26(3), 4–6. https://doi.org/10.20476/jbb.v26i3.11121
Ting, H., Memon, M. A., Thurasamy, R., & Cheah, J. H. (2025). Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research, 15(1), 1–15. https://doi.org/10.14707/ajbr.250186
Triyuni, N. N., Leo, G., & Suhartanto, D. (2021). Online Food Delivery Service: The Link Between Food Quality, E-Service Quality, Trust, and Loyalty. Journal of Business and Entrepreneurship, 207(Issat), 697–702.
von Hippel, P. T. (2005). Mean, median, and skew: Correcting a textbook rule. Journal of Statistics Education, 13(2). https://doi.org/10.1080/10691898.2005.11910556
Wahyuti, D., & Poniman, B. (2017). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Pasien Rawat Inap Di Rsu Assalam Gemolong Sragen. ProBank, 2(1), 39–54. https://doi.org/10.36587/probank.v2i1.130
Wijaya, C. P., Aulia, F., Bahtyar, A., Psikologi, F., Bhayangkara, U., & Raya, J. (2024). Analysis of Customer Satisfaction Measurement on Department Store Customers. 1(2), 283–301.
Downloads
Published
How to Cite
Conference Proceedings Volume
Section
License
Copyright (c) 2026 Ahmad Amanatunnawfal Ammar
This work is licensed under a Creative Commons Attribution 4.0 International License.
ECOSIA is licensed under a Creative Commons Attribution- 4.0 International Public License (CC - BY).
