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Putra, Rayhan Farras Wibawa; Haq, Ainul; Nasution, Syarifuddin; Puspitasari, Riris Lindiawati

VIP Driving Course is a driving course institution that focuses on safe and effective learning. This course has experienced problems in the last five months, there has been a decrease in the number of students, recorded from January to May, respectively, there were 47, 33, 29, 25, and 21 students. This indicates a customer satisfaction issue related to service quality. The purpose of this study was to identify service quality, analyze the gap value and identify service dimensions or attributes that are prioritized for improvement. The number of respondents used was 112 respondents. This study used the SERVQUAL method to measure the gap between student expectations and perceptions, and importance performance analysis to determine improvement priorities. The results showed six attributes with negative gap values ​​including comfort of facilities, clarity of material, availability of cars, responsiveness of service, clarity of information, and attention to safety, and seven attributes with positive gap values ​​including vehicle cleanliness, neatness of instructors, time discipline, fast administration, friendly service, openness to input, and orientation to student needs. SERVQUAL analysis shows 4 dimensions with negative values ​​including tangibles of -0.21, reliability of -0.32, responsiveness of -0.29, and assurance of -0.24, while the empathy dimension obtained a positive gap value of 0.06. This indicates that most services have not met student expectations. Based on the IPA analysis, there are 4 attributes in quadrant I that are the main priority for improvement, with suggestions including rearranging the waiting room, lighting, air circulation, and supporting facilities. Increasing the number of training cars, optimizing the delivery of schedule information, procedures through digital media, and increasing attention to driving safety. Improvement efforts are made to increase customer satisfaction.

Nurcholisah Fitra

VitaMedica : Jurnal Rumpun Kesehatan Umum 2026 STIKES Columbia Asia Medan

Patient satisfaction is a key indicator of health service quality in the National Health Insurance era. Outpatient services for BPJS members still face problems regarding waiting time, communication, and facilities. This study aimed to analyze factors affecting BPJS patient satisfaction with outpatient service quality at Malahayati Islamic Hospital Medan in 2026. A cross-sectional analytic design was applied to 150 respondents selected through consecutive sampling. Data were collected using a validated questionnaire (r>0.361; α=0.876) and analyzed by Chi-square and multiple logistic regression. Results showed that waiting time (p<0.001), staff competence (p<0.001), staff attitude (p<0.001), drug availability (p=0.032), facility comfort (p<0.001), administrative ease (p=0.003), and information clarity (p=0.008) were significantly associated with satisfaction. Multivariate analysis revealed waiting time as the most dominant factor (OR=5.42; 95% CI: 2.31–12.71), followed by staff competence (OR=4.18), facility comfort (OR=2.87), and staff attitude (OR=2.42), with Nagelkerke R²=0.512. Hospital management should optimize service flow and adopt digital queuing systems to enhance patient satisfaction.

Desti Kurnia Putri; Susanti Susanti

JURNAL ILMIAH KESEHATAN MASYARAKAT DAN SOSIAL 2026 CV. ALIM'SPUBLISHING

Independent Nursing Practice (INP) is a form of healthcare service that provides direct care to the community, including Homecare services. Public interest in these services is influenced by various factors; however, the dominant factors affecting interest in the Tambah Rejo area have not been clearly identified. This study aimed to identify and analyze factors associated with interest in Homecare services at independent nursing practices and to determine the most influential factor. This study employed a quantitative approach using an analytical survey design with a cross-sectional method. A total of 153 respondents were selected through purposive sampling. Data were collected using questionnaires and analyzed using the Chi-square test and multiple logistic regression. The results showed significant relationships between economic factors (p = 0.023; OR = 2.187), distance (p = 0.003; OR = 0.361), comfort (p < 0.001; OR = 49.67), service quality (p = 0.009; OR = 0.404), family support (p < 0.001; OR = 52.62), patient satisfaction (p < 0.001; OR = 0.212), and interest in Homecare services. Multiple logistic regression analysis revealed that comfort was the most dominant factor influencing interest in Homecare services (p < 0.001; OR = 0.124). Comfort was identified as the strongest determinant affecting community interest in Homecare services at independent nursing practices. Therefore, improving comfort in service delivery should be a primary priority in the development of independent nursing practices.

Desti Kurnia Putri; Susanti Susanti

JURNAL ILMIAH KESEHATAN MASYARAKAT DAN SOSIAL 2026 CV. ALIM'SPUBLISHING

Independent Nursing Practice (INP) is a form of healthcare service that provides direct care to the community, including Homecare services. Public interest in these services is influenced by various factors; however, the dominant factors affecting interest in the Tambah Rejo area have not been clearly identified. This study aimed to identify and analyze factors associated with interest in Homecare services at independent nursing practices and to determine the most influential factor. This study employed a quantitative approach using an analytical survey design with a cross-sectional method. A total of 153 respondents were selected through purposive sampling. Data were collected using questionnaires and analyzed using the Chi-square test and multiple logistic regression. The results showed significant relationships between economic factors (p = 0.023; OR = 2.187), distance (p = 0.003; OR = 0.361), comfort (p < 0.001; OR = 49.67), service quality (p = 0.009; OR = 0.404), family support (p < 0.001; OR = 52.62), patient satisfaction (p < 0.001; OR = 0.212), and interest in Homecare services. Multiple logistic regression analysis revealed that comfort was the most dominant factor influencing interest in Homecare services (p < 0.001; OR = 0.124). Comfort was identified as the strongest determinant affecting community interest in Homecare services at independent nursing practices. Therefore, improving comfort in service delivery should be a primary priority in the development of independent nursing practices.

Dea Rizka Koesalia; Keisha Nathaya Yona Wirawan

Jurnal Sains dan Teknologi 2026 Fakultas Teknik Universitas Cenderawasih

Online transportation has become an essential component of modern urban mobility, significantly transforming the way people travel while creating new challenges related to service quality, safety, customer satisfaction, sustainability, and its impact on conventional public transportation. This study aims to examine the development of research on online transportation through a bibliometric analysis combined with a Systematic Literature Review (SLR). Data were collected from the Scopus database using the keyword "Online Transportation" and filtered using the PRISMA framework, resulting in 90 eligible articles for analysis. The bibliometric analysis was conducted using VOSviewer to identify publication trends, leading contributing countries, author affiliations, journal sources, and the most frequently occurring keywords. The findings reveal that research on online transportation remains relatively limited despite showing a gradual increase in recent years. Indonesia emerged as the country with the highest number of publications, followed by the United States, China, Japan, Malaysia, and the United Kingdom. Frequently occurring keywords indicate that online transportation research is commonly associated with traffic management, drivers, passenger safety, customer satisfaction, service quality, employment, and user loyalty. These findings suggest substantial opportunities for future studies, particularly in the areas of regulatory frameworks, sustainable transportation, traffic safety, digital technology integration, and the development of intelligent transportation systems to support more efficient, inclusive, and sustainable urban mobility.

Nabila Julia; Joel Faruk Sofyan

Ebisnis Manajemen 2026 Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Employee performance is essential to organizational success, particularly in the service industry, where service quality depends heavily on employees’ capabilities and workplace conditions. This study examines the effects of a learning organization culture and the work environment on employee performance, with job satisfaction as a mediating variable among service sector employees in West Jakarta. A quantitative causal approach was employed using an online questionnaire distributed through purposive sampling, resulting in 210 valid respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that both a learning organization culture and a positive work environment have significant positive effects on job satisfaction. In addition, learning organization culture, work environment, and job satisfaction each positively and significantly influence employee performance. Job satisfaction also mediates the relationships between learning organization culture, work environment, and employee performance. These results suggest that organizations can improve employee performance by strengthening continuous learning practices, creating supportive working conditions, and enhancing employee satisfaction. The study contributes to the human resource management literature and provides practical guidance for organizations seeking sustainable performance through employee-centered management strategies.

Muhamad Arkan Kusneadi; Ayudyah Eka Apsari

Mars: Jurnal Teknik Mesin, Industri, Elektro Dan Ilmu Komputer 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The coffee shop industry has experienced substantial growth in recent years, creating intense competition that compels businesses to continuously enhance service performance in order to maintain customer satisfaction and market competitiveness. PT Jokopi Indonesia Group has encountered several service-related issues reflected in declining sales performance and recurring customer complaints, indicating the need for a comprehensive evaluation of service quality. This study aims to identify service attributes that fail to meet customer expectations and determine improvement priorities through the integration of the SERVQUAL and Kano methods. A quantitative approach was employed using questionnaire data collected from 50 customers who had prior experience with the company’s services. SERVQUAL was utilized to assess discrepancies between customer expectations and perceived service performance, while the Kano model was applied to classify attributes according to their contribution to customer satisfaction. The findings reveal that all evaluated attributes generated negative gap values, indicating that existing service performance has not yet reached the level expected by customers. The most critical gaps were identified in menu availability, air-conditioning and fan comfort, payment convenience, and straw availability. Kano classification further demonstrates that menu availability and thermal comfort facilities belong to the Must-Be category, meaning that failure to provide these attributes may trigger significant customer dissatisfaction. The integration of SERVQUAL and Kano highlights these attributes as the most urgent areas for improvement. The results provide managerial guidance for developing targeted service enhancement initiatives aimed at strengthening customer satisfaction, retention, and competitive advantage.

Risdiansyah, Deni; Fachrurozi, Ahmad; Juningsih, Eka Herdit; Seimahuira, Syarah; Agustin Fitriana, Lady

Teknik: Jurnal Ilmu Teknik dan Informatika 2026 LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

The development of digital services by BPJS Ketenagakerjaan through the JMO (Jamsostek Mobile) application has triggered a surge in large-scale and unstructured user reviews on the Google Play Store, thereby complicating manual analysis and conventional sentiment analysis in accurately identifying specific issues. This research aims to implement the Aspect-Based Sentiment Analysis (ABSA) method to granularly evaluate JMO application reviews based on specific aspects, while simultaneously addressing class imbalance and computational efficiency issues. The proposed method combines the pretrained IndoBERT model as a contextual feature extractor, the SMOTE technique to balance the training data, and an artificial neural network (Neural Network) as the classification layer without performing full fine-tuning. The dataset used consists of 90,268 unique reviews categorized into five main aspects through keyword matching, namely General Satisfaction/Complaints, Performance & Stability, Service & Support, Feature Quality, and UI/UX, with initial lexicon-based labeling using the InSet Lexicon. The research results indicate that the proposed model successfully achieves highly optimal performance with an accuracy rate of 91.81% and a weighted F1-score of 92%. Furthermore, the implementation of SMOTE proved effective in enhancing model reliability on the minority class (negative sentiment), achieving an F1-score of 89%. The implications of this research contribute an accurate and efficient aspect-based sentiment analysis framework for developers, and serve as a strategic evaluation tool for BPJS Ketenagakerjaan in mapping specific user complaints to accelerate continuous improvements in the performance, stability, and service quality of the JMO application.

Sendi Selfiana Kaliele

Jurnal Praba : Jurnal Rumpun Kesehatan Umum 2026 STIKES Columbia Asia Medan

Patient satisfaction with healthcare services remains a major concern in the delivery of healthcare. The behavior of healthcare workers, including friendliness, politeness, and communication skills, plays an important role in improving patient satisfaction. Preliminary data indicated that the number of BPJS patient visits at BLUD UPTD Puskesmas Mokoau had decreased annually, while the results of the patient satisfaction survey were still not optimal because several health programs had not achieved the targeted service standards. This study aimed to analyze the relationship between the quality of healthcare services and BPJS patient satisfaction in the working area of Puskesmas Mokoau in 2025. This research applied a quantitative method with a descriptive-analytic approach using a cross-sectional study design. The study involved 306 respondents selected through a random sampling technique, ensuring that each member of the population had an equal opportunity to be chosen as a research sample. Data were collected using questionnaires and analyzed through the Chi-Square test. The findings revealed significant relationships between facilities, procedures, interaction, and communication with BPJS patient satisfaction, with each variable obtaining a P-value of 0.000 (<0.05). Therefore, the quality of healthcare services is closely associated with the level of patient satisfaction, indicating that healthcare workers need to improve service quality effectively and professionally.

Riska Perwita Sari; Ferdi Saviola; Hilyah Farah Firdaus

Jurnal Penelitian Manajemen dan Inovasi Riset 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

Ilham Gangsar Permana; Sarah Nur Falysa; Fauzan Ma'arif; Erin Safarida; Nurhaliza Nurhaliza +2 more

Jurnal Relasi Publik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the implementation of public service ethics by front office officers at the Public Service Mall (Mall Pelayanan Publik/MPP) of Samarinda City and its impact on the image of government institutions. As the frontline of public service delivery, front office personnel play a strategic role in shaping public perceptions and fostering public trust in government services. This research employed a qualitative descriptive approach, utilizing in-depth interviews with a functional licensing officer at the Department of Investment and One-Stop Integrated Services (DPMPTSP) of Samarinda City, supported by direct field observations. The findings reveal that the implementation of service ethics at the Samarinda MPP is guided by the principles outlined in Law No. 25 of 2009 on Public Services and the Minister of Administrative and Bureaucratic Reform Regulation No. 15 of 2014 concerning Service Standards. These regulations emphasize the values of integrity, professionalism, accountability, responsiveness, and inclusiveness in service delivery. Furthermore, effective coordination among service tenants, continuous improvement of employee competencies, and adaptation to digital systems such as the Online Single Submission (OSS) platform have contributed significantly to maintaining service quality. The study concludes that the consistent application of public service ethics enhances citizen satisfaction, strengthens public trust, and positively influences the image of government institutions in the community.  

Putri Mentari; Michael Febrian Siebert; Loise Cendana

Jurnal Penelitian Manajemen dan Inovasi Riset 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The development of the digital economy has driven increased customer interaction through online chat services, making customer satisfaction a key factor in business success. Response speed and chat service quality are two important aspects in shaping the customer experience, but previous research has tended to examine them separately. This study aims to analyze the influence of online chat services and response speed on customer satisfaction partially and simultaneously. The method used is a qualitative approach with a literature review of 12 scientific articles from 2020–2025 obtained from academic databases such as Google Scholar and SINTA. The analysis technique used is descriptive-critical through the identification, comparison, and synthesis of previous research findings. The results show that online chat services have a positive effect on customer satisfaction, primarily through interaction quality such as information accuracy, ease of use, and problem-solving ability. Response speed has also proven to be an important determinant, where a fast response significantly increases customer satisfaction. However, speed without quality has the potential to decrease satisfaction. The discussion shows that the two variables have a complementary and inseparable relationship. Online chat services function as a medium for interaction, while response speed is a quality attribute that determines the effectiveness of the service. Therefore, the integration of both in one model is the main contribution of this research in filling the literature gap, especially in the context of e-commerce in Indonesia.

Jensen Jiang Lung; Achamd Zaky Anshari; Marselinus Junio; Nanda Olivia; Muhammad Raihan Yasir +1 more

Jurnal Relasi Publik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the quality of public services at the Kelurahan Air Putih, Samarinda Ulu District, Samarinda City, East Kalimantan. The research uses a descriptive qualitative method with data collected through interviews and questionnaires. The findings indicate that public service quality at Kelurahan Air Putih is generally categorized as good, as reflected in the majority of respondents agreeing with most service quality indicators, including procedural clarity, staff friendliness, service speed, and administrative requirements. Service completion targets approximately 15 minutes when all requirements are met. However, several aspects still require improvement, particularly in terms of information accessibility, service speed, facility availability, and reduction of service barriers. The study concludes that routine internal evaluation and openness to community feedback are key factors in maintaining and improving service quality. In addition, strengthening employee competence through regular training, optimizing digital service systems, improving public communication, and enhancing supporting infrastructure are expected to increase service effectiveness and customer satisfaction. These improvements will also contribute to more transparent, accountable, responsive, efficient, and citizen-oriented public services while supporting sustainable improvements in local government administrative performance and public trust.

Sri Yulianty Mozin; Alfiyah Agussalim; Claudia Imanuela Mogot; Nabila Lidjali; Ilyas Tuli +3 more

Jurnal Relasi Publik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the influence of red tape on public satisfaction with public services in Indonesia. The research focuses on the definition of red tape, the characteristics of administrative procedures in public services, the level of public satisfaction, the influence of red tape on public satisfaction, and the factors influencing the relationship between red tape and public satisfaction. This study used a library research method with a qualitative descriptive approach. Data were obtained through collecting various literature sources such as books, scientific journals, articles, and previous research results relevant to the research topic. The results indicate that red tape is a long, complicated, and excessive bureaucratic procedure that hinders the effectiveness of public services. Furthermore, the results indicate that the quality of human resources, service transparency, bureaucratic culture, and the use of information technology are factors influencing the relationship between red tape and public satisfaction. Digitalization of public services and bureaucratic reform are important solutions to reduce red tape and improve the quality of public services in Indonesia. Thus, it can be concluded that red tape has a significant influence on the level of public satisfaction with public services. Therefore, the government needs to simplify administrative procedures and improve service quality to create effective, efficient, and community-oriented public services.

Mega Nanda Sapitri; Meilanta Rantina

DHARMA EKONOMI 2026 sekolah Tinggi Ilmu Ekonomi Dharmaputra Semarang

This research aims to discuss online marketing strategies and service quality as well as their impact on post-pandemic cosmetic sales at the Abigail Shop, Sintang Regency. This study applies a qualitative-descriptive approach. Data collection was carried out through interviews, observation and analysis of various documents. Subjects consist of business owners, employees and customers. The validity of the data was tested through Technical Triangulation. Research findings show that Abigail Store's use of Instagram as a digital marketing tool is effective in increasing market reach and attracting customer interest with various creative content, including photos, videos, promotions and testimonials from customers. Apart from that, the direct message and WhatsApp features function to facilitate communication and transactions between sellers and buyers. This research also confirms that high service quality is directly related to customer satisfaction which then results in the frequency of repeat purchases. The increase in sales of Toko Abigail's cosmetic products after the pandemic can be attributed to an effective combination of digital marketing strategies and consistent, high-quality service standards. This study aims to be a reference for business owners in optimizing marketing methods through digital media, while maintaining service quality amidst the rapid development of information technology.

Ana Oktavia Lilit; Mirana Mirana; Salsabila Salsabila; Nurul Restiani; Naybilla Sya’banaira Anandara +3 more

Jurnal Relasi Publik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the effectiveness of public services at the Samarinda Public Service Mall in realizing the principles of good governance. The methods used in this study are observation and direct interviews with agencies and community service users. Interviews were conducted with the Head of General Affairs and Personnel at the Samarinda City Investment and One-Stop Integrated Services Office and several community members who were processing administrative matters at the Samarinda MPP. The observation results indicate that the quality of service at the Samarinda MPP is classified as very good. Service staff and security personnel appear friendly, communicative, and responsive in assisting the community. The available service facilities are also quite complete and comfortable, thus supporting a more effective and organized public service process. The interview results indicate that the community is very satisfied with the services provided, both in terms of speed of service, ease of obtaining information, comfort of facilities, and the attitude of staff in assisting the community. In addition, services at the Samarinda MPP have implemented several principles of good governance such as effectiveness, efficiency, responsiveness, transparency, and equality of service. Based on the results of the study, it can be concluded that public services at the Samarinda MPP have been running well and are able to provide effective, humanistic services, and are oriented towards public satisfaction.

Zakariya, Faiz; Panjaitan, Roymon; Mahmud, Mahmud; Setiawan, Aries

Jurnal Manajemen Sosial Ekonomi 2026 LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Fierce competition in the tourist bus industry, especially in the price segment, requires companies to understand the key factors that influence customer satisfaction. This study aims to analyze the influence of service quality, price, and brand image on customer satisfaction of PO Jurus Elang in Semarang City through a quantitative approach with an explanatory survey involving 136 respondents selected by purposive sampling. Data were obtained from a Likert scale questionnaire and analyzed using SEM-PLS via SmartPLS. The results of the analysis indicate that service quality and price have a positive but insignificant influence, while brand image has a positive and significant influence on customer satisfaction, with an R-square value of 0.721, reflecting good model strength. These findings emphasize that brand image is a major factor in increasing customer satisfaction, while service quality and price are more likely to be viewed as minimum standards by customers.

Indra Kristanto; Widiarina Widiarina; Bambang Junadi

Merkurius : Jurnal Riset Sistem Informasi dan Teknik Informatika 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Public Wi-Fi services (Wifi_STAKat) at the State Catholic College of Pontianak continue to face technical issues, such as network speed and connection stability, as well as non-technical challenges, including the responsiveness of administrators to user complaints. This study aims to analyze user satisfaction based on the five Servqual dimensions and to map improvement priorities using the Importance–Performance Analysis (IPA) method. The relationship between Servqual and IPA is explained by mapping GAP values (perception–expectation) into the four IPA quadrants to determine the urgency level of service improvements. A 4-point Likert scale was used to avoid neutral responses and strengthen the clarity of respondents’ perceptions. The results show that all dimensions have negative GAP scores, particularly responsiveness and reliability, which are directly related to technical indicators (speed, stability, coverage) and non-technical factors (responsiveness to complaints, ease of access. The study recommends integrating an IT-based monitoring system and increasing network capacity to improve service quality.

Ndoa, Maria Thantriana; Rangga, Yoseph Darius Purnama; Dimas Realino

Jurnal Projemen UNIPA 2026 Universitas Nusa Nipa Maumere

This study aims to determine the effect of price and service quality on customer satisfaction at Nusa Bunga Salon Maumere. The research employed a quantitative approach using descriptive and verificative methods. The independent variables in this study were price (X1) and service quality (X2), while the dependent variable was customer satisfaction (Y). The population consisted of all customers of Nusa Bunga Salon Maumere who visited and utilized salon services during 2025, totaling 1,392 customers. A sample of 100 respondents was determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires, interviews, documentation, and literature studies. Data analysis was conducted using validity tests, reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), F-test, and t-test with the assistance of SPSS version 23. The results showed that, partially, price had a positive and significant effect on customer satisfaction, with a t-value of 2.803 and a significance value of 0.004. Service quality also had a positive and significant effect on customer satisfaction, with a t-value of 3.336 and a significance value of 0.001. Simultaneously, price and service quality had a positive and significant effect on customer satisfaction, with an F-value of 6.733 and a significance value of 0.002. The coefficient of determination indicated that price and service quality contributed 12.2% to customer satisfaction, while the remaining 87.8% was influenced by other factors outside the scope of this study. Based on these findings, it is recommended that Nusa Bunga Salon Maumere continuously improve its service quality and maintain affordable pricing to enhance customer satisfaction.

Irkhamilatul Faizah; Naily El Muna; Ashlihah Ashlihah

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to understand the role of E-Commerce in building customer loyalty, explain the process of loyalty formation, and assess how customers perceive service quality in relation to loyalty, using the GoFood service in Jombang as a case study. The rapid growth of online food delivery services has intensified competition, making customer loyalty a critical factor for sustainability. Employing a qualitative case study approach, data were collected through in-depth interviews with 30 GoFood customers and several drivers in the Jombang area. The findings reveal that E-Commerce platforms significantly enhance loyalty through user-friendly application interfaces, supporting features (such as live tracking, history, and digital payments), and beneficial promotions. The loyalty formation process occurs gradually through consistent positive experiences, moving from customer satisfaction to trust, and ultimately to habitual use. Crucially, the quality of driver services—including politeness, effective communication, punctuality, and order accuracy—emerged as a key determinant of customer comfort and repeat orders. This study implies that for E-Commerce platforms to maintain a competitive edge, strategies must integrate digital convenience with consistently reliable human interactions. The research contributes empirical insights from a semi-urban Indonesian context, highlighting that customer loyalty is not merely transactional but is built on a combination of technological ease, economic value, and positive interpersonal service experiences.