Analisis Tingkat Kepuasan dan Loyalitas Konsumen Kota Medan terhadap Pembelian Sayur melalui Aplikasi Grabmart

Abstract

This research was guided by Diana Chalil as Chair of the Advisory Commission and Emalisa as Member of the Advisory Commission. This research aims to analyze the level of consumer satisfaction with purchasing consumer vegetables through Grabmart in Medan City, and analyze the level of consumer satisfaction with purchasing consumer vegetables through Grabmart in the city of Medan. The method for determining the research area was determined purposively. The research location is the location of the research carried out in Medan City, North Sumatra Province in 2022. And the respondents in this research are the people of Medan City who use Grabmart. The number of samples in this study was set at 50 respondents who were considered to represent the population of vegetable consumers through Grabmart. The data collected in this research is primary data and secondary data. The data analysis method used is CSI to calculate consumer satisfaction and the Loyalty Pyramid for consumer loyalty.. The results of the study concluded that the characteristics of vegetable consumers through Grabmart in the city of Medan varied, seen from the factors of gender, age, last education, occupation, and income. Consumer satisfaction is based on speed of service followed by ease of payment, and application appearance is the factor that consumers least care about, and loyalty shows that consumers are loyal to the platform.