Mediation of Perceived Value in Influencing Customer Satisfaction at Shopee Food in Pekanbaru City

The growth of app-based food delivery services in Indonesia shows a positive trend, including in the city of Pekanbaru, which has high internet penetration.ShopeeFood, as one of the players in this market, faces challenges in maintaining customer satisfaction, which is influenced by food quality, driver service quality, and perceived value.This study aims to analyze the effect of food quality and driver service quality on customer satisfaction by including perceived value as a mediating variable.This study uses an explanatory research method with a quantitative approach.Data were collected through questionnaires distributed to 210 respondents in 15 subdistricts in the city of Pekanbaru, then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results showed that all constructs met the validity and reliability tests, and the model met the discriminant validity criteria.The analysis results reveal that food quality and driver service quality have a positive and significant effect on customer satisfaction, both directly and through perceived value.Food quality is a dominant factor in influencing perceived value, while driver service has a greater effect on satisfaction directly.The R² value of 0.720 indicates the model's substantial predictive ability.This study suggests that ShopeeFood should improve food quality, driver professionalism, and perceived value enhancement strategies to strengthen customer satisfaction and loyalty in Pekanbaru.