Building Customer Loyalty on Online Food Platforms: Sharing Economy Practices in Indonesia

Customer loyalty can drive the economic growth of online food platforms and create jobs, including for drivers, couriers, and restaurant staff. With loyal consumers, platforms can improve operational efficiency and expand market reach. This study explores the influence of economy, e-service quality, and promotion on customer satisfaction and loyalty in online food platforms in Indonesia. Using a sample of 200 respondents and the Structural Equation Modeling (SEM) analysis method with SmartPLS, this study found that e-service quality has a positive influence on customer satisfaction, with a significant influence on customer loyalty. Promotion is proven to have an impact on customer loyalty, indicating that effective promotional activities can significantly increase loyalty. Meanwhile, the economy also significantly affects customer satisfaction. These findings provide important insights for online food platform managers in designing strategies to improve customer satisfaction and loyalty, by emphasizing improving service quality and effective promotional strategies, as well as considering economic conditions as an important factor in customer experience.