The rapid development of the retail business sector in Indonesia has transformed consumer behavior, with a growing preference for online food shopping driven by technological advancements and easier internet access. Indomaret, as one of the largest modern minimarkets in Indonesia, has expanded its services through the Klik Indomaret Food Application to meet consumer demands for convenience, speed, and reliable food delivery. This study aims to analyze the influence of brand trust, brand awareness, and discounts on customer satisfaction and loyalty among Klik Indomaret Food Application users in Cirebon Regency. Using a quantitative approach with 100 respondents and Smart-PLS analysis, the results indicate that brand trust and brand awareness significantly and positively affect customer satisfaction, while discounts show a positive but relatively weak influence. Furthermore, customer satisfaction significantly impacts customer loyalty. The findings emphasize that prioritizing brand trust and awareness is essential in enhancing satisfaction and fostering long-term loyalty. Meanwhile, providing consistent and attractive discounts remains a supporting strategy to retain customers and encourage repeated transactions. This study contributes to understanding how integrated marketing strategies can strengthen consumer relationships and satisfaction in the increasingly competitive online food delivery market in Indonesia.
Ridwan et al. (Tue,) studied this question.
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