Structural model for analyzing brand loyalty in food delivery applications

Intense competition for Food Delivery Applications (FDA) in Indonesia causes a lack of customer loyalty to one particular brand. Companies need to ensure that the applications used compete with competitors. FDA companies must focus on user needs in developing strategies to have loyal and highly committed customers. Therefore, a model analysis is needed so that companies can determine Brand Loyalty factors at the FDA. This study describes a conceptual model related to the factors that influence Brand Loyalty by knowing the relationship between variables using the Structural Equation Modelling method. The results show that the company can use 8 variables, 15 hypotheses, and 34 indicators to increase customer Brand Loyalty. Other researchers can carry out the step of elaborating the model to implement the model in appropriate cases.