Consumer Perceptions of Shopeefood Online Service Quality in the City of Yogyakarta Special Region

Abstract

The transformation of digital services has profoundly influenced the consumption patterns of urban communities, particularly through the use of food delivery applications such as ShopeeFood. In Yogyakarta, while the platform has experienced rapid growth, maintaining high service quality remains a significant challenge in fostering consumer loyalty. This study aims to examine consumer perceptions of ShopeeFood's service quality through a descriptive qualitative approach. Data were collected via in-depth interviews with six informants, categorized based on usage intensity (regular, occasional, and new users), and analyzed using the theoretical frameworks of consumer perception, the SERVQUAL model, and digital consumer behavior. The findings indicate that elements such as the application interface and transaction security are perceived positively, whereas information reliability and customer service responsiveness still require improvement. Variations in perception were identified based on user intensity, with regular users exhibiting higher levels of engagement and expectations for more personalized services. This study highlights the need for empathetic, adaptive, and data-driven strategies in the management of digital services. The practical implications suggest the development of interactive features, improved information accuracy, and more targeted communication strategies. Furthermore, the research opens avenues for future investigations into the integration of emotional experiences in cultivating user loyalty on digital service platforms.