Satisfaction as a mediator of the influence of service quality on the intention to reuse Grabfood Services in Denpasar City

This study aims to analyze customer behavior towards the GrabFood service in Denpasar, focusing on the impact of service quality on the intention to reuse and the role of customer satisfaction as a mediator. The research was conducted in Denpasar, an area with the highest level of smartphone usage and internet access in Bali (Badan Pusat Statistik Provinsi Bali, 2020). The object of this research is the population of Denpasar residents who have used GrabFood services. The population consists of residents of Denpasar who have used GrabFood, with a sample of 100 respondents selected through purposive sampling. Data collection was carried out through an online survey using a questionnaire, and data analysis was performed using classical assumption tests, path analysis, and Sobel tests.

The results of the study indicate that service quality has a positive and significant effect on the intention to reuse. The better the service quality of GrabFood, the higher the intention to reuse. Service quality also has a positive and significant effect on customer satisfaction, meaning that the better the service quality, the higher the customer satisfaction. Furthermore, customer satisfaction is found to have a positive and significant effect on the intention to reuse, suggesting that customer satisfaction can drive the intention to use GrabFood services again in the future. Customer satisfaction also mediates the relationship between service quality and the intention to reuse. Therefore, it is recommended that GrabFood in Denpasar enhance service quality, speed up delivery, provide clear descriptions in the app, and offer attractive promotions to increase customers' intention to reuse GrabFood services.