The Identification of Variables of Quality Influence Mobile Location-Based Service (m-LBS) (A Case Study: Go-Food Services in Semarang City)

Mobile Location-Based Service (m-LBS) is a rapid growing increasingly business type in many countries including Indonesia. One of the large companies in m-LBS business is Go-Jek, in which one of the most widely used service features is Go-Food. In its development, there are many competitors of Go-Food, so Go-Food has to improve its service quality in order not to lose the customers. Based on the preliminary studies, they show that the customers are less satisfied with the quality of Go-Food services. The purpose of this study is to determine the variables affecting the quality of Go-Food services as a whole. The data collection is obtained through the distribution of online questionnaires with the respondents of Go-Food customers in Semarang City. The data collected in this study is 306 respondents, in which this data is then processed by Partial Least Square (PLS) by using SmartPLS 2.0 software. The result of this study indicates that the predicted variables affect significantly to the quality as a whole that the customers feel toward Go-Food services in Semarang City, which are Information Quality with the influence of 14.04%, Driver Reliability 11.04%, Assurance 11.93%, Localization 10.57%, and Design Quality 10.53%. The better quality of the variables, so the better quality level of customers feeling toward Go-Food services in Semarang City. Therefore, the variables are analyzed to give the recommendations to improve the quality of Go-Food services in Semarang City.