NUR, RAFI ARDIYANTO (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT WARGA SEMARANG MENGGUNAKAN JASA OJEK ONLINE MAXIM DI KOTA SEMARANG. SKRIPSI.
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Abstract
This study, entitled "Analysis of Factors Influencing Semarang Residents' Interest in Using Maxim Online Motorcycle Taxi Services in Semarang City," aims to analyze the influence of Service, Perceived Fare, Perceived Convenience, and Promotion variables on interest in using Maxim online motorcycle taxi services.The method used was a quantitative approach, collecting data through questionnaires distributed to 100 respondents who are Maxim users in Semarang City. Data analysis was conducted using multiple linear regression to test the proposed hypotheses.The results showed that: Service (X1) had a positive and significant effect on interest in use (Y), with a regression coefficient of 0.302. Perceived Fare (X2) also had a positive and significant effect, with a regression coefficient of 0.382. Perceived Convenience (X3) had a positive and significant effect, with a regression coefficient of 0.197. Promotion (X4) had a positive and significant effect on interest in use, with a regression coefficient of 0.234.The coefficient of determination (R²) indicates that 53.5% of the variation in usage intention can be explained by these four variables. This study concludes that to increase usage intention of Maxim online motorcycle taxi services, the company needs to focus on improving service quality, setting competitive rates, app usability, and implementing effective promotional strategies. Keywords: Usage Intention, Online Motorcycle Taxi Services, Service, Fare Perception, Perceived Convenience, Promotion.
| Item Type: | Article |
|---|---|
| Additional Information: | 212204083 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 15 Sep 2025 04:04 |
| Last Modified: | 15 Sep 2025 04:04 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6751 |
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