IMELDA, MAHENI PUTRI (2022) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENGGUNA JASA TRANSPORTASI DALAM MEMILIH JASA TRANSPORTASI ONLINE (Studi Pada Pengguna Jasa Transportasi GOJEK di Semarang). SKRIPSI.
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Abstract
This research is motivated by the increasing needs of society in the field of transportation, especially in the use of online transportation. Online transportation is one of the most popular types of transportation today. As time goes by, the demand for services using online transportation is increasing and is demanded to be fulfilled. Gojek as one of the companies engaged in online transportation services that will always provide the best and satisfying service. This study aims to determine the effect of convenience, service quality, price perception, and promotion partially on the selection of online transportation services. The population in this study were Gojek online transportation users and the sample of this study was 100 respondents. The sampling technique was non- probability sampling with the type of sampling, 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 25. The results of the study by partially testing the t-test hypothesis showed that convenience, service quality, price perception and promotion have a positive and significant effect on increasing the number of passengers. Based on the research results, it can be seen that the research model of the multiple linear regression equation is: Y= -1.735 + 0.291.X1 + 0.256.X2 + 0.247.X3 + 0.335.X4 + . From the regression equation, it can be seen that the most dominant variable affecting the increase in the number of passengers is the promotion variable with a regression coefficient of 0.335. And the R2 (R Square) test obtained results of 0.619 or 61.9%, which means that the choice of online transportation mode on Gojek is influenced by the variables of convenience, service quality, price perception and promotion which is 61.9% and other factors that influence the selection online transportation services on Gojek by 38.1% or 0.381. Keywords : convience, service quality, price perception, promotion, and online transportation service selection
| Item Type: | Article |
|---|---|
| Additional Information: | 181904097 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 17 Jan 2023 03:35 |
| Last Modified: | 17 Jan 2023 03:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4811 |
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