Jamilah, Aisyah Durotul (2024) THE EFFECT OF E-CUSTOMER VALUE AND FOOD DELIVERY APPLICATION SALES ON E-REPEAT PURCHASES THROUGH E-CUSTOMERTRUST OF ‘MINUM’ TEMBALANG. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Abstract: In today's competitive business environment, understanding and addressing
customer needs is crucial for success. Customer value, encompassing both functional and
emotional dimensions, plays a significant role in shaping customer satisfaction, loyalty,
and repeat purchases. Functional value includes aspects such as product quality,
performance, features, and price, while emotional value involves customer experience,
brand image, company reputation, and the customer-company relationship. This research
investigates the influence of e-customer value and food delivery applications on e-repeat
purchases through e-customer trust, with a specific focus on MINUM, a contemporary
beverage business. The study highlights that customer value directly impacts customer
satisfaction and trust, which in turn affects repeat purchase behavior. In the context of
MINUM, the rise of food delivery applications and the ongoing technological
advancements have created new opportunities and challenges. The research emphasizes
the need for MINUM to enhance its service quality, offer competitive prices, and improve
product performance to increase customer trust and loyalty. The COVID-19 pandemic has
further stressed the importance of adapting business models to include robust delivery
services and maintaining customer engagement. This study aims to provide insights into
how MINUM can leverage customer value and trust to boost repeat purchases through
effective use of food delivery applications. The findings are expected to contribute to
strategic improvements in customer relationship management and operational practices in
the evolving digital landscape.
Keywords: E-Customer Value, E-Customer Trust, E-Repeat Purchases, Food Delivery Applications
169 adbis 2024

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