EXAMINING THE DRIVERS OF E-LOYALTY: THE INTERPLAY OF DISCOUNT FRAMING, BRAND REPUTATION, AND DIGITAL SATISFACTION IN FOOD DELIVERY APPLICATIONS

Niken Permata Sari; Bhenu Artha; Ade Maryam Julyen

doi:10.62567/micjo.v2i4.3165

Authors

Niken Permata Sari University of Widya Mataram
Bhenu Artha University of Widya Mataram
Ade Maryam Julyen University of Widya Mataram

DOI:

https://doi.org/10.62567/micjo.v2i4.3165

Keywords:

Discount Framing, Brand Reputation, E-Satisfaction, E-Loyalty, Online Food Delivery , Applications

Abstract

This study aims to examine the influence of discount framing, brand reputation, e-satisfaction, and e-loyalty on the use of online food delivery applications. The study employs a quantitative approach using survey methods and hypothesis testing with SEM-AMOS version 23. The population of this study consists of users of online food delivery applications across Indonesia, with the unit of analysis being individuals. Data for this study were obtained from 135 respondents who filled out an online questionnaire based on a purposive sampling method. The results of the study indicate that discount framing has a positive effect on brand reputation and e-satisfaction. Brand reputation positively affects e-satisfaction. E-satisfaction positively impacts e-loyalty. This indicates that the higher the discount framing, the better the brand reputation and e-satisfaction for ordering food. Furthermore, the better the brand reputation, the higher the e-satisfaction, and the higher the e-satisfaction, the better the e-loyalty in ordering food through online food delivery applications. The implications of these results for application owners are to understand the influence of discount framing, brand reputation, e-satisfaction, and e-loyalty, so they can formulate strategies and policies related to these factors. Meanwhile, the implication for application users is that they can use applications that offer discount framing that suits their needs.

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