FINA, ISMAWATI (2022) ANALISIS FAKTOR LOKASI, TARIF, CITRA MEREK, DAN PENGARUH KUALITAS PELAYANAN, TERHADAP PERSAINGAN OJEK ONLINE (GO-JEK) DAN OJEK KONVENSIONAL (Studi kasus di kota Semarang). SKRIPSI.
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Abstract
The purpose of this study was to determine whether or not the influence of location, rates and brand image, service quality on competition for online motorcycle taxis Gojek and conventional motorcycle taxis. The sample in this study amounted to 100 respondents using online motorcycle taxis and conventional motorcycle taxis, using non-probability sampling technique, namely incidental sampling. . Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 26. The results of the study by partially testing the t-test hypothesis showed that location, tariffs, brand image, and service quality have a positive and significant impact on the competition between Gojek online motorcycle taxis and conventional motorcycle taxis. Based on the research results, it can be seen that the research model of the multiple linear regression equation is Y= 0.096 + 0.215X1 + 0.441X2 + 0.265X3 + . From the regression equation, it can be seen that the most dominant variable affecting the competition for online motorcycle taxis, Gojek and conventional motorcycle taxis, is the tariff variable with a regression coefficient of 0.441. And the R2 test (Adjusted R Square) obtained a result of 0.750 or 75.0% which means that the competition between Gojek online motorcycle taxis and conventional motorcycle taxis is influenced by location variables, tariffs, brand image and service quality, which is 75.0% and other factors which affects the competition between Gojek online motorcycle taxis and conventional motorcycle taxis by 25% or 0.025 Keywords: Location, Tariff, Brand Image, Service Quality and Competition for Gojek Online and Conventional Ojeks
| Item Type: | Article |
|---|---|
| Additional Information: | 181904082 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 16 Jan 2023 05:56 |
| Last Modified: | 16 Jan 2023 05:56 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4789 |
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