AN INVESTIGATION OF DETERMINANTS AFFECTING CUSTOMER SATISFACTION AND CUSTOMER RETENTION OF ONLINE FOOD PRODUCT SHOPPING IN INDONESIA: A CASE OF MOOSCIOUS GREEK YOGURT

• Main Author: Emily / 29116016, Felicia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27273
• Institution: Institut Teknologi Bandung

Mooscious is a local culinary brand from Bandung, West Java, Indonesia. Mooscious produces natural Greek yogurt using fresh milk and fruits without any thickener agent, added preservatives and additives nor food coloring. Starting in early 2015, Mooscious focuses its channel on online platform Instagram to help promoting its products. From the company’s historical data, it shows that Mooscious online sales revenue mostly come from the existing customers. Therefore, author would like to investigate the determinants of customer satisfaction and retention. Based on those determinants, effective business activities will be developed to maintain existing customers and acquire new customers. This research will be conducted using quantitative method with the help of online survey. Potential factors to be tested in this research will be selected based on factors found in the previous literatures. For the quantitative research, author will use Likert method to quantify respondent’s opinion about the given statement. Along with that, author will also verify the relationship between customer satisfaction and customer retention. There are 243 respondents participating in this research, mostly live in Bandung area and also Jakarta and its surrounding areas. From the research analysis, author find out that online shopping experience, fees, service quality and promotion have positive and significant effect to customer satisfaction which leads to customer retention. Surprisingly, product quality and online review are found to be insignificant to customer satisfaction. The model shows positive and significant relationship between customer satisfaction and customer retention.