PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN SHOPEEFOOD DI KOTA MALANG

His study aims to determine the influence of service quality, price, and promotion on customer satisfaction with ShopeeFood in Malang City. The research sample consists of 128 respondents who are ShopeeFood customers and have used the food delivery service at least twice. The sampling technique used is non-probability sampling, specifically purposive sampling. The data analysis technique employed is multiple linear regression analysis. Based on the test results, it can be concluded that: a). Service quality has a significant effect on customer satisfaction. b). Price does not have a significant effect on customer satisfaction. c). Promotion has a significant effect on customer satisfaction. d). Service quality has the most dominant influence on customer satisfaction. It is hoped that in the future, The future hope is that ShopeeFood management will improve the performance of its driver partners by providing education in serving customer orders, adjusting prices with other competitor service providers so that ShopeeFood remains competitive amidst tight market competition. Providing very attractive promotions again so as not to lose to competitors, it is necessary to always integrate service strategies into the overall promotional activities and user experience of ShopeeFood so that customers can get good service after using ShopeeFood services.