International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
THE EQUITY FACTORS THAT INFLUENCE
BEHAVIORAL LOYALTY OF GRABFOOD APPLICATION USERS:
STUDY OF GEN Z CONSUMERS IN DKI JAKARTA
Nathan Indra Gotama1.
Sanny Ekawati2* Faculty of Economic and Business.
Universitas Tarumanagara.
Jakarta.
Indonesia Email: nathan.
115210272@stu.
Faculty of Economic and Business.
Universitas Tarumanagara.
Jakarta.
Indonesia* Email: sannye@fe.
*Corresponding Author Submitted: 15-06-2025.
Revised: 01-07-2025.
Accepted: 15-07-2025
ABSTRACT
This study examines the impact of equity factors on behavioral loyalty through attitudinal loyalty among Gen Z consumers of the GrabFood application in DKI Jakarta.
Quantitative method was applied in this study through a google form questionnaire with Likert scale.
Data was collected from 145 Gen Z consumers who used the GrabFood application at least once in the last 2 months.
This study employs a purposive sample strategy in conjunction with the aid of SmartPLS 4.
0 software.
According to the findings of the Structural Equation Modeling (SEM), attitudinal loyalty is significantly positively impacted by the third component of customer-perceived Moreover, connection equity significantly improves behavioral loyalty, although brand equity and value equity have little influence on the same.
Behavioral loyalty is significantly positively impacted by the attitudinal loyalty component as well.
The association between brand equity and value equity and behavioral loyalty can be mediated by attitudinal loyalty characteristics, according to mediation tests.
However, the relationship between behavioral loyalty and relationship equity cannot be mediated by attitudinal loyalty.
The study reveals that it is important for business owners to add value to their brands and build positive relationships with brand customers, as attitudinal loyalty to a brand is determined by value equity, brand equity, and relationship equity.
On the other hand, customer behavioral loyalty is often determined by the attitudinal loyalty of the customers which further explains why businesses should increase a positive attitude towards the brand.
Keywords: Value Equity.
Brand Equity.
Relationship Equity.
Attitudinal Loyalty.
Behavioral Loyalty INTRODUCTION The advent of the digital age has brought about enormous changes to many facets of life, including the internet, thanks to information and communication technology.
Indonesia has experienced a significant increase in internet users over the past seven years, with the most significant increase occurring in 2020-2021 due to the pandemic (DataBoks, 2.
It has had a significant impact on people's daily lives, including work, school, communication, shopping and food delivery.
Survey in 2020 showed that 31% of respondents agreed that they shopped online during the pandemic (BPS, 2.
, one industry that has experienced an increase is the online food delivery industry, this is because all restaurants do not apply dine in when Covid19 occurs.
This situation forces all restaurants to use online food delivery as an alternative to delivering food and drinks to customers.
Research by Measurable AI in the Asia Online Delivery Report .
shows that demand for online food delivery in Indonesia is on the rise, with an average order value of IDR 60,000 in 2022.
Based on a survey in 2022 also found that 64% of respondents used digital services only to order food and drinks digitally during the pandemic (Tenggara Strategics.
However, the trend of online food delivery in Indonesia has continued after the pandemic, with Indonesia leading the online food delivery sales figures during 2023, with sales https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
value of $4.
6 billion or IDR 78 trillion, the highest in Southeast Asia (Momentum Works.
The trend of online food delivery can continue to increase every year because of the convenience provided by the online food delivery application to users of online food delivery Based on a survey in 2022, 72% of respondents continued to use online food delivery because of the convenience provided by the application (Tenggara Strategics, 2.
GrabFood, with the highest percentage of sales in Indonesia, is the most popular app, followed by GoFood with 38% and ShopeeFood with 12% (Momentum Works, 2.
A 2021 survey further reveals that the largest population user of online food delivery apps in Indonesia goes to generation Z or Gen Z.
Half of the people in the survey chose Grab as their favorite app due to its convenience, payment methods, and diverse menu (Katadata Insight Center, 2.
This study aims to analyze equity factors which has an implication towards customers loyalty behavior to generation Z who uses Grabfood application and has a domicile in Jakarta.
This study is a vital asset towards business owners who focus on online food since the majority of the customers are those who are technologically advanced and prioritizes instant process, which then further emphasizes that businesses should focus on customer loyalty behavior which are built by customer loyalty attitude towards the brand.
Utility Theory Individual preferences are the basis of the Utility Theory view.
According to Etti et al.
this theory is an economic theory that states that people can consistently rank their choices according to their preferences.
Preferences seem to be embedded in everyone and will vary from one person to another.
Therefore, it can be said that personal preferences are inherent.
Utility Theory aims to explain people's choices and behavior.
According to Lee and Min .
, this theory explains how individual consumers value things by comparing Authe utility provided by the attributes of a product or service and the utility reflected in the price paid.
Ay According to Caruana et al.
, this theory also states that consumers usually choose services based on how they perceive quality in relation to cost.
addition, consumers often concentrate on gaining benefits from using a particular good or Utility Theory has been used in the service context to understand how economic consumption behavior affects customer delight.
So, this theory is used as a basis for understanding how the perceived equity factors of food delivery applications can influence customer loyalty behavior.
This research views the three aspects of equity namely value, brand and relationship as determinants of attitudinal loyalty and behavioral loyalty.
Value Equity According to Rust et al.
(Al Wafa and Matusin, 2.
, value equity is a consumer's assessment of a brand's utility on the basis of what they receive and what is on offer.
According to Winayaputra and Trisnawati .
, value equity is defined as the difference between the benefit gained from customers and the money they had to sacrifice when using the product or Lemon et al (Kwon and Ahn, 2.
defined value equity as an objective evaluation made by the customers towards the utility of a brand, according to the viewpoint as to what is given for what is received.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
Brand Equity According to Aaker (Lito and Selamat, 2.
, brand equity is a set of assets and liabilities that can add to, or even subtract from, the value of the offering.
Lassar et al.
(Oliveira et al, 2.
defined brand equity as an increase in utility and an attractiveness given by a certain brand for a certain product.
Relationship Equity According to Lemon et al.
(Kwon and Ahn, 2.
, beyond the objective and subjective evaluation of the brand, relationship equity is the tendency of customers to continue using the Zeithaml et al.
(Abadi et al.
, 2.
defined relationship equity as the result of customersAo reaction towards a certain business action which has an objective to build and persist in the customers network which has a commitment towards an organization.
Attitudinal Loyalty According to Prathama and Soelaiman .
, attitudinal loyalty is consumer behavior that is shown through the frequency of customers making repeat purchases.
Attitudinal loyalty is defined as a psychological and emotional response towards the loyalty which symbolizes a unique interconnection between the consumers and the company, as mentioned by Hermantoro and Albari .
Furthermore.
Valino et al.
mentioned that attitudinal loyalty is a strong commitment, without external factors such as marketing competitiveness and situational factors, to consistently repurchase a particular product or service in the future.
Behavioral Loyalty According to Oliver (Belli et al.
, 2.
, behavioral loyalty is a pattern of behavior of repurchasing or using preferred goods or services regularly.
Behavioral loyalty is an individual behavior in consistently purchasing a product or service from a certain company as written by Zafar et al.
(Albarq, 2.
Over time, repeat purchases from the same business are more likely to come from customers who show high levels of behavioral loyalty.
Ehrenberg and Goodhardt (Ibrahim, 2.
further explains that behavioral loyalty is defined as a repurchase process which attracts consumers and enhances loyalty towards a certain brand.
Figure 1.
Research Model The Relation between Value Equity and Attitudinal Loyalty According to a study by Kwon and Ahn .
, attitudinal loyalty is positively and significantly impacted by value equity.
According to research by Al Wafa and Matusin .
, value equity and attitudinal loyalty have a positive and significant impact.
According to study by Vogel et al.
, loyalty intention .
and value equity have a positive and https://doi.
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substantial relationship.
The findings of earlier studies allow for the formulation of the following hypothesis:
HCA: Value Equity has a significant influence on Attitudinal Loyalty.
The Relation between Brand Equity and Attitudinal Loyalty Park and Namkung .
conducted research and found that attitudinal loyalty and brand equity have a favorable and significant relationship.
Taylor et al.
conducted research and found the results that attitudinal loyalty and brand equity have a positive and significant Wulandari .
conducted research and found the results that brand equity has a significant effect on attitudinal loyalty to the brand.
The following hypothesis can be formulated on the basis of the results of previous research:
HCC: Brand Equity has a significant influence on Attitudinal Loyalty.
The Relation between Relationship Equity and Attitudinal Loyalty DlasiN and abkar .
conducted research and found that there is a positive and significant impact between relational equity and attitudinal loyalty.
Iman et al.
conducted research and found the results that relationship equity and attitudinal loyalty have a strong positive Wang et al.
conducted research and found the results that there is a positive and significant influence between relationship equity and loyalty intention .
Based on the results of previous research, the following hypothesis can be formulated:
HCE: Relationship Equity has a significant influence on Attitudinal Loyalty.
The Relation between Value Equity and Behavioral Loyalty Picon-Berjoyo et al.
researched and found the results that there is a positive and direct influence between perceived value .
alue equit.
and behavioral loyalty.
Dewi and Utami .
conducted research and found the results that there is a significant influence between perceived value .
alue equit.
and behavioral loyalty.
Nawarini .
conducted research and found the results that there is a positive and significant influence between perceived value .
alue equit.
and behavioral loyalty.
Based on the results of previous research, the following hypothesis can be formulated:
HCE: Value Equity has a significant influence on Behavioral Loyalty.
The Relation between Brand Equity and Behavioral Loyalty According to research by Hariharan et al.
, brand equity and behavioral loyalty have a positive and significant influence.
According to research by Said and Asri .
, brand equity and behavioral loyalty have a favorable and significant relationship.
According to research by Chahal and Bala .
, brand equity and behavioral loyalty have a positive and significant The findings of earlier studies allow for the formulation of the following HCI: Brand Equity has a significant influence on Behavioral Loyalty.
The Relation between Relationship Equity and Behavioral Loyalty Mirmehdi .
conducted research and found the results that relationship equity and behavioral loyalty have a positive and significant impact.
Yoshida and Gordon .
Lee et , .
conducted research and found the results between relationship equity and behavioral loyalty there is a positive and significant impact.
Based on the results of previous research, the following hypothesis can be formulated:
HCI: Relationship Equity has a significant influence on Behavioral Loyalty.
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ISSN: 2987-1972
The Relation between Attitudinal Loyalty and Behavioral Loyalty According to research by Biscaia et al.
, there is a positive correlation between behavioral and attitudinal loyalty.
According to research by Lee and Peng .
, there is a strong and positive correlation between behavioral and attitudinal loyalty.
According to research by Dikcius et al.
, there is a strong and positive correlation between behavioral and attitudinal loyalty.
The findings of earlier studies allow for the formulation of the following HCN: Attitudinal Loyalty has a significant influence on Behavioral Loyalty.
The Relation between Value Equity and Behavioral Loyalty through Attitudinal Loyalty SeniN and MarinkoviN .
conducted research and found that through attitudinal loyalty, value equity has a positive and significant impact on behavioral loyalty.
Li .
conducted research and found that perceived value has a significant effect on behavioral loyalty through attitudinal loyalty.
Based on the results of previous research, the following hypothesis can be H8: Value Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
The Relation between Brand Equity and Behavioral Loyalty through Attitudinal Loyalty Husain .
conducted research and found the results that brand equity has a positive and significant impact on behavioral loyalty through attitudinal loyalty.
Goyal and Verma .
conducted research and found that overall brand equity has a positive and significant effect on behavioral loyalty through attitudinal loyalty.
Based on the results of previous research, the following hypothesis can be formulated:
H9: Brand Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
The Relation between Relationship Equity and Behavioral Loyalty through Attitudinal Loyalty DlasiN and abkar .
conducted a study and found that relational equity has a positive and significant impact on behavioral loyalty through attitudinal loyalty.
Kwiatek et al.
conducted research and found that relationship quality has a significant effect on behavioral loyalty through attitudinal loyalty.
Based on the results of previous research, the following hypothesis can be formulated:
H10: Relationship Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
RESEARCH METHOD
According to Arikunto .
, descriptive research design is defined as research that seeks to explore circumstances, elements, or other aspects that have been discussed, and the results are poured out through making research reports.
According to Priadana and Sunarsi .
, a quantitative approach involves collecting data that can be assessed by statistical, mathematical, or computer methods to conduct a systematic investigation of a phenomenon.
Additionally, this study employs purposive sampling in conjunction with a non-probability sampling technique.
According to Iswahyudi et al.
, non-probability is a technique that states that not every member of the population has an equal chance of being selected as a study Purposive sampling, on the other hand, is a research sampling method that chooses research samples from the population based on preset criteria.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
The sample of this study is 145 Gen Z consumer respondents who have made transactions at GrabFood at least once in the last 2 months.
The respondents involved consisted of 75 male respondents .
7%) and 70 female respondents .
3%).
The most dominant age range of respondents is 21-24 years old with a total of 114 respondents .
6%).
Finally, the majority of respondents' domicile came from West Jakarta, namely 93 respondents .
1%).
The variable indicators used in this study are related to previous research in the following ways:
Table 1.
Variables Operationalization Variable Value Equity Brand Equity Relationship Equity Attitudinal Loyalty Behavioral Loyalty Indicator The ratio between the price and the quality of the products and services offered by GrabFood is very good.
I can order food at convenient places using the GrabFood app.
I can use the products/services from the GrabFood app at any time.
I can use the products/services from the GrabFood app anywhere.
The Grabfood app has a strong brand.
The Grabfood app has a unique brand.
The Grabfood app has an innovative brand.
The Grabfood app emphasizes the importance of social responsibility.
The GrabFood app gives me more value.
I use GrabFood frequently.
I feel comfortable using the GrabFood app.
I feel committed to the GrabFood app.
I trust the GrabFood app.
GrabFood provides better service than other apps.
Compared to other food service apps.
I believe GrabFood offers more I prefer the GrabFood app over other food service apps.
I would recommend the GrabFood app to people who ask for my I encourage my friends to use the GrabFood app.
I consider the GrabFood app as my first choice when it comes to food
Source Kwon dan Ahn
RESULTS AND DISCUSSIONS
The analysis in this study includes outer model test, coefficient of determination, multicollinearity test, predictive relevance, effect size, and hypothesis testing.
Convergent validity analysis in this study was tested using the outer loadings and AVE values.
According to Hair et al.
, if the AVE result is greater than 0.
50 (>0.
and the value of each item on the loading factor or outer loading must be greater than or equal to 0.
7 then convergent validity is supported.
Each variable's value has satisfied the AVE standards, which are more than 0.
50, according to the AVE results in Table 2 below.
However, all the variables' loading factor values have values greater than or equal to 0.
7, indicating that they are legitimate.
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Table 2.
Outer Model Test
Variable Attitudinal Loyalty Brand Equity Behavioral Loyalty Relationship
Equity Value Equity AL1
AL2
AL3
AL4
BE1
BE2
BE3
BE4
BL1
BL2
BL3
RE1
RE2
RE3
RE4
VE1
VE2
VE3
VE4
Loading Factor Average variance extracted (AVE) Cronbach's Composite Ghozali .
states that a research instrument is deemed practicable if its CA value is greater 60 (>0.
According to Hair et al.
, a value of 0.
60 is acceptable, but a better CR value must be more than 0.
70 (>0.
Based on Table 2 above, the CA and the CR values have high reliability.
Table 3.
Discriminant Test
Variable AL 1
AL 2
AL 3
AL 4
BE 1
BE 2
BE 3
BE 4
BL 1
BL 2
BL 3
RE 1
RE 2
RE 3
RE 4
VE 1
VE 2
VE 3
VE 4
Cross Loadings Variable Fornell Larcker Criterion Attitudinal Loyalty Brand Equity Behavioral Loyalty Relationship Equity Value Equity Henseler et al.
state that the Fornell Larcker Criterion is applied by calculating the square root value of the construct's Average Variance Extracted and comparing it to the correlation with other constructs in the model.
According to Sekaran and Bougie .
, cross loadings are tested by looking at the indicator value for each construct higher than the indicator value for other variable constructs.
Based on Table 3 above, each construct with a square root https://doi.
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value of AVE has a greater correlation than other constructs.
Meanwhile, for cross loadings, the indicator value for each construct is higher than the indicator value for other variable Therefore, it can be concluded that the research variable indicators have met the discriminant validity requirements.
Table 4.
Multicollinearity Test Results Variable AL = f (VE,BE,RE) BL = f (VE,BE,RE,AL) Nilai Keterangan VIF = 2.
VIF = 3.
VIF = 3.
There is no multicollinearity.
There is no multicollinearity.
There is no multicollinearity.
VIF = 2.
VIF = 3.
VIF = 3.
VIF = 3.
There is no multicollinearity.
There is no multicollinearity.
There is no multicollinearity.
There is no multicollinearity.
According to Hair et al.
, a higher VIF value indicates a higher level of collinearity.
When the VIF value is 5 or higher, there is a problem with collinearity between the predictor Based on Table 4 above, the multicollinearity test results have met the requirements because the VIF value in this research variable is less than 5, which means that the level of correlation between variables is good and there is no multicollinearity between independent Table 5.
Analysis Results of R2 and Q2 Variable Attitudinal Loyalty Behavioral Loyalty RA According to Hair et al.
, the coefficient of determination (R.
shows the combination of exogenous .
variables with endogenous .
R2 has a value scale from 0 to 1, number 1 indicates perfect prediction accuracy.
The value equity, brand equity, and relationship equity variables account for 73.
6% of the attitudinal loyalty variable, while other variables account for 26.
4%, according to the results of R2 analysis for the attitudinal loyalty variable in Table 5.
Additionally.
R2 for behavioral loyalty analysis yielded a result of 0.
704, meaning that the value equity, brand equity, relationship equity, and attitudinal loyalty variables account for 70.
4% of the behavioral loyalty variable, with other variables accounting for 29.
According to Hair et al.
, cross-validated redundancy (Q.
evaluates the predictive relevance of the inner model using sample reuse techniques, with smaller differences indicating greater accuracy.
If the Q2 number is more than 0 (>.
, it can be considered good.
In Table 5, the results of Q2 already have a value of more than 0 (>.
So, it can be concluded that the variables in this study can explain the model well.
Table 6.
Effect Size Test Results Variabel Value Equity Ie Attitudinal Loyalty Brand Equity Ie Attitudinal Loyalty Relationship Equity Ie Attitudinal Loyalty Value Equity Ie Behavioral Loyalty Brand Equity Ie Behavioral Loyalty Relationship Equity Ie Behavioral Loyalty Attitudinal Loyalty Ie Behavioral Loyalty https://doi.
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Nilai fA: 0.
fA: 0.
fA: 0.
fA: 0.
fA: 0.
fA: 0.
fA: 0.
Keterangan Small Effect Small Effect Moderate Effect No Effect No Effect Medium Effect Small Effect International Journal of Application on Economics and Business (IJAEB) Volume 3.
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ISSN: 2987-1972
Based on Table 6 above, the effect size test results of value equity and brand equity on attitudinal loyalty have a small effect because they have a value below 0.
Then relationship equity has a moderate effect on attitudinal loyalty because it has a value below 0.
Furthermore, the effect size test results of value equity and brand equity on behavioral loyalty have no effect because they have a value below 0.
The relationship equity variable has a moderate effect because it has a value below 0.
Finally, the attitudinal loyalty variable has a small effect on behavioral loyalty because it has a value below 0.
Table 7.
Hypothesis and Mediation Test Results Hypothesis HCA
HCC
HCE
HCE
HCI
HCI
HCN
H10
Value Equity has a significant influence on Attitudinal Loyalty.
Brand Equity has a significant influence on Attitudinal Loyalty.
Relationship Equity has a significant influence on Attitudinal Loyalty.
Value Equity has a significant influence on Behavioral Loyalty.
Brand Equity has a significant influence on Behavioral Loyalty.
Relationship Equity has a significant influence on Behavioral Loyalty.
Attitudinal Loyalty has a significant influence on Behavioral Loyalty.
Value Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
Brand Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
Relationship Equity has a significant influence on Behavioral Loyalty through Attitudinal Loyalty.
Path Coefficient Results Supported Supported Supported Supported Supported Supported Supported Not Supported Not Supported Not Supported Based on the results of the first hypothesis test, value equity has a positive significant influence on attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H1 is supported, where this finding aligns with previous research from Kwon & Ahn, .
Al Wafa and Matusin, .
Vogel et al.
, .
which states that the equity of values has a positive and significant influence on the loyalty of attitudes.
This means that value equity such as price comparison, quality and flexibility are decisive in creating attitudinal loyalty.
Based on the results of the second hypothesis test, brand equity has a positive significant influence on attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H2 is supported, where this finding is consistent with previous research from Park and Namkung, .
Taylor et al.
, .
Wulandari, .
which states that brand equity has a positive influence on attitudinal loyalty.
This means that brand equity such as strong, unique, innovative brands, and an emphasis on social responsibility are important in creating attitudinal loyalty.
Based on the results of the third hypothesis test, relationship equity has a positive significant influence on attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H3 is supported, where this finding aligns with previous research from DlasiN and abkar, .
Iman et al.
, .
Wang et al.
, .
which states that relationship equity has a positive and significant effect on attitudinal loyalty.
This means https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
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ISSN: 2987-1972
that relationship equity perceived by consumers such as perceived value, comfort, and commitment is decisive in creating attitudinal loyalty.
Based on the results of the fourth hypothesis test, value equity has a positive insignificant effect on behavioral loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So it can be concluded that H4 is not supported, where this finding is not consistent with previous research from Picon-Berjoyo et al.
, .
Dewi and Utami, .
Nawarini, .
which states that value equity has a positive influence on behavioral loyalty.
This means that perceived value equity such as price comparison, quality and flexibility are uncertain things in creating behavioral loyalty.
Based on the results of the fifth hypothesis test, brand equity has a positive insignificant effect on behavioral loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H5 is not supported, where this finding is not consistent with previous research from Hariharan et al.
, .
Said and Asri, .
Chahal and Bala, .
which state that brand equity has a significant influence on behavioral loyalty.
This means that perceived brand equity such as strong, unique, innovative brands, and an emphasis on social responsibility are uncertain things in creating behavioral loyalty.
Based on the results of the sixth hypothesis test, relationship equity has a positive significant influence on Gen Z consumer behavioral loyalty in the GrabFood application in DKI Jakarta.
So, it can be concluded that H6 is supported, where this finding is consistent with previous research from Mirmehdi, .
Yoshida and Gordon, .
Lee et al.
, .
which states that relationship equity has a positive and significant effect on behavioral loyalty.
This means that relationship equity perceived by consumers such as perceived value, comfort, and commitment is important in creating behavioral loyalty.
Based on the results of the seventh hypothesis test, attitudinal loyalty has a positive significant influence on behavioral loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H7 is supported, where this finding aligns with previous research from Biscaia et al.
, .
Lee and Peng, .
Dikcius et al.
, .
which states that attitudinal loyalty has a significant impact on behavioral loyalty.
This means that attitudinal loyalty felt by consumers such as trust in the GrabFood application.
GrabFood service that is better than other applications, the GrabFood application offers more advantages than other food service applications, and consumer preferences to have GrabFood over other food applications are important in creating behavioral loyalty/behavioral loyalty.
Based on the results of the eighth hypothesis test, value equity has a positive and significant influence on behavioral loyalty through attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H8 is supported, where in this hypothesis shows full mediation and is in line with previous research from SeniN and MarinkoviN, .
Li, .
which states that value equity has a positive and significant effect on behavioral loyalty through attitudinal loyalty.
This means that perceived value equity such as price comparison, quality and flexibility can create behavioral loyalty but in creating it consumers feel attitudinal loyalty first.
Based on ninth hypothesis test results, brand equity has a positive significant influence towards behavioral loyalty through attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H9 is supported, where in this hypothesis shows full mediation and is consistent with previous research from Husain, .
Goyal and Verma, https://doi.
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which state that brand equity has a positive and significant effect towards behavioral loyalty through attitudinal loyalty.
This means that perceived brand equity such as strong, unique, innovative brands and an emphasis on social responsibility can create behavioral loyalty but in creating it consumers feel attitudinal loyalty first.
Based on tenth hypothesis test results, relationship equity has a positive but insignificant effect on behavioral loyalty through attitudinal loyalty of Gen Z consumers on the GrabFood application in DKI Jakarta.
So, it can be concluded that H10 is not supported, where in this hypothesis shows non-mediation and is not consistent with previous research from DlasiN and abkar, .
Kwiatek et al.
, .
which states that relationship equity has a positive and significant impact towards behavioral loyalty through attitudinal loyalty.
This means that relationship equity perceived by consumers such as perceived value, comfort, and commitment can create behavioral loyalty directly without the need to feel attitudinal loyalty first.
CONCLUSIONS AND SUGGESTIONS
The three aspects of equity perceived by customers have a significant impact on attitudinal In addition, relationship equity has a significant effect on behavioral loyalty, but value equity and brand equity do not affect behavioral loyalty.
The attitudinal loyalty variable also has a significant impact towards behavioral loyalty.
Mediation tests show that attitudinal loyalty variables can mediate brand equity and value equity with behavioral loyalty.
However, attitudinal loyalty cannot mediate relationship equity with behavioral equity.
This research reveals brand loyalty attitudes are determined by value equity, brand equity, and relationship This further reinforces the importance of providing additional value of a particular brand and building a customer relationship with the aforementioned brand by a company.
Meanwhile, customer loyalty behavior tends to be determined by the attitude of consumer loyalty to the brand, thus further proves that business owners should increase a positive attitude towards the aforementioned brand.
It is recommended that GrabFood always pay attention to the price comparison with the quality of the products/services offered.
In ways such as making attractive promos and paying attention to driver SOPs in terms of delivering food.
GrabFood must pay attention to the brand to make it more unique and different.
By maximizing copywriting and creating catchy slogans to attract more consumers.
GrabFood must maintain relationships that can make customers committed when using the GrabFood application.
By providing incentive bonuses, rewards, and creating the UI (User Interfac.
easy and visually appealing.
GrabFood must maintain a relationship that can make customers prefer the GrabFood application over other applications.
maximizing the speed of food delivery and improving customer service to be more responsive.
REFERENCES