FAISHAL, ZAGHLUL (2023) FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PENGGUNA TRANSPORTASI ONLINE (Studi Kasus pada Pengguna Go-jek di Kota Semarang). SKRIPSI.
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Abstract
The large population in the city of Semarang is a potential market for online transportation services amidst high competition between online transportation companies. The interest of online transportation users is an important factor in consumer behavior in using online transportation which can be influenced by perceived usefulness, perceived convenience, social influence and promotion. The population in this study was 24,190 people interested in or using online transportation in Semarang City in the February-July 2023 period. Then the research used the Slovin formula with an error tolerance of 10% so that the sample in this study was 100 respondents. The sampling technique in this research uses non probability sampling with a sampling type, namely quota sampling. The analytical method in this research is descriptive analysis and quantitative analysis, then the data is analyzed using multiple linear regression with the help of the Statistical Package For Social Science (SPSS) software. The results of the hypothesis test show that the variables perceived usefulness, perceived convenience, social influence and promotion have a positive and significant effect on the interest of Go-Jek users in Semarang City. The results of multiple linear regression analysis were obtained: Y=9,141+0,432X_1+0,320X_2+0,301X_3-0,074X_4 From the equation it is known that the dominant variable influencing user interest is the perceived usefulness variable with a regression coefficient of 0.432. The results of the determination test obtained an adjusted R Square coefficient of 0.437. This means that perceived usefulness (X1), perceived convenience (X2), social influence (X3), promotion (X4) have an influence on the interest of online transportation users in Semarang City by 43.7%, while the remaining 56.3% (100% -43.7% =56.3%) influenced by other variables outside the research. Keyword : User Interest, Perception of Usefulness, Perception of Convenience, Perception of Convenience, Social Influence, and Promotion.
| Item Type: | Article |
|---|---|
| Additional Information: | 192004072 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 23 Feb 2024 01:43 |
| Last Modified: | 23 Feb 2024 01:43 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5817 |
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