SUWENDI, SUWENDI (2025) ANALISIS PENGARUH KEPUTUSAN KONSUMEN MENGGUNAKAN TRANPORTASI GRAB ONLINE DI SEMARANG. SKRIPSI.
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Abstract
The growth of digital technology has changed public behavior in choosing modes of transportation, including the increasing use of online transport services such as Grab in major cities, including Semarang. In this context, understanding the factors that influence consumer decisions is crucial for service providers to improve competitiveness. This study aims to analyze the influence of promotion (X1), service quality (X2), and ease of app use (X3) on consumer decisions (Y) in using Grab services in Semarang. A quantitative method was applied using multiple linear regression analysis with IBM SPSS Statistics 24. Data were collected through questionnaires tested for reliability, resulting in a Cronbach’s Alpha value of 0.81 (> 0.70), indicating a reliable instrument. Multicollinearity testing showed signs of multicollinearity, with Tolerance values < 0.01 and VIF > 10. The resulting regression equation is: Y = a + b1X1 + b2X2 + b3X3 + µ The coefficient of determination (R²) was 0.68, meaning 68% of the variation in consumer decisions can be explained by the three independent variables. The F-test yielded an F value of 15.432 with a significance of 0.000, indicating the model is simultaneously significant. Partially, promotion (p = 0.021) and service quality (p = 0.000) significantly influenced consumer decisions, while ease of app use (p = 0.087) had no significant effect. These findings affirm that effective promotional strategies and improved service quality play a vital role in influencing consumer decisions to use Grab in Semarang. The conclusion of this study is that the growth of digital technology has shifted people's behavior, including their choice of transportation modes, such as online transportation services like Grab. In Semarang, factors like promotions, service quality, and ease of app usage influence consumer decisions to use Grab. Based on the multiple linear regression analysis, it was found that promotion and service quality have a significant effect on consumer decisions, while ease of app usage does not show a significant impact. This is indicated by p-values below 0.05 for promotion (p = 0.021) and service quality (p = 0.000), while ease of app usage has a p-value of 0.087, which is greater than 0.05. With a coefficient of determination (R²) value of 0.68, it was found that 68% of consumer decisions can be explained by the three factors. Therefore, Grab service providers should focus on effective promotional strategies and improving service quality to increase their competitiveness in the market. Overall, the findings underline the importance of focusing on promotional strategies and service quality to influence consumer decisions in choosing online transportation services. Keywords: consumer decision, Grab, promotion, service quality, app usability, linear regression, SPSS
| Item Type: | Article |
|---|---|
| Additional Information: | 181804202 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 02 Sep 2025 02:51 |
| Last Modified: | 02 Sep 2025 02:51 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6732 |
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