DAMARA, ILAHI (2024) ANALISIS FAKTOR HARGA, KUALITAS LAYANAN, KENYAMANAN DAN KEAMANAN OJEK ONLINE GRAB DI KOTA SEMARANG. SKRIPSI.
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Abstract
The development of communication technology that is quite rapid has given social changes to society, many businesses have started to emerge by utilizing the development of communication technology, one of which is the emergence of an online motorcycle taxi service provider, namely PT Grab Indonesia which provides services for daily needs for consumers including travel, messaging. -delivery of food, and delivery of goods. The existence of online motorcycle taxis turns out to provide solutions and answer various concerns of the public for public transportation services. The presence of online motorcycle taxis that provide convenience and comfort for its users. The presence of online motorcycle taxis that apply appropriate communication technology when people need safe transportation facilities and can be a solution when people's productivity increases, because it helps and facilitates people's activities in daily life. In this study, the authors examine the effect of price, service quality, comfort, and safety in the selection of transportation modes in the city of Semarang. This study was carried out with the aim of knowing the effect of price, service quality, convenience and security of access related to the implementation of the selection of Grab online transportation modes in Semarang City. This study also aims to analyze the factors that have the most dominant influence on the implementation of the selection of Grab online transportation modes in the city of Semarang. This study uses quantitative methods, the population in this study are users of the Grab application and the sample technique used is incidental sampling of 97 respondents according to the determination of the Lemeshow formula. The analysis technique in this study uses multiple linear regression analysis. The regression formulation in this study is Y = 2.853 + 0.294 X1 + 0.203 X2 + 0.203 X3 + 0.139 X4 + µ The results of multiple regression research indicate that there is a positive influence in price on the implementation of mode selection (tcount 3,543 > ttable 1,66140), service quality on mode selection (tcount 2,483 > ttable 1,66140), Convenience on mode selection (tcount 2,483 > ttable 1.66140 and Safety on mode selection (tcount 2,048 > ttable 1,66140).From the regression equation, it can be seen that the most dominant variable influencing mode selection is the price variable with a regression coefficient of 0.294 and the coefficient of determination is obtained (Adjusted R Square = 0.508) means 50.8% while the rest (100% -50.8% = 49.2%) is influenced by other variables outside the study or outside the regression equation model. Keywords : Price, Service Quality, Convenience, and Security
| Item Type: | Article |
|---|---|
| Additional Information: | 171804051 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 10 Oct 2024 06:09 |
| Last Modified: | 10 Oct 2024 06:09 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6288 |
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