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All Journal Jurnal Riset Akuntansi dan Bisnis JURNAL ILMIAH MANAJEMEN & BISNIS International Journal of Business Economics (IJBE) International Journal of Economics, Social Science, Entrepreneurship and Technology (IJESET) FRIMA: Festival Riset Ilmiah Manajemen & Akuntansi Journal of International Conference Proceedings Proceeding International Pelita Bangsa
Muhammad Taufik Lesmana
Fakultas Ekonomi Dan Bisnis, Universitas Muhammadiyah Sumatera Utara
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Keputusan Pengguna Transportasi Online: Persepsi Promosi, Harga, Kualitas Pelayanan, dan Kemudahan Layanan Satria Mirsya Affandy Nasution; Asrizal Efendy Nasution; Muhammad Taufik Lesmana
JURNAL ILMIAH MANAJEMEN & BISNIS Vol 24, No 2 (2023): OKTOBER 2023 - MARET 2024
Publisher : UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/jimb.v24i2.16640

Abstract

Purpose – To understand more deeply user decisions in the context of online transportation, this research aims to analyze the key factors that influence user decisions, including price, promotions, service quality and convenience.Method –Sampling was carried out using purposive sampling through an accidental technique, where the samples taken were coincidental but met the criteria, namely having a history of using online transportation applications, with a total sample of 200 people in the Medan City area. Data was collected through questionnaires and data analysis techniques using Structural Equation Modeling - Part Least Square (SEM-PLS).Findings – The analysis shows that the price, promotion and service quality variables partially have a positive and significant effect on consumer decisions to use Gojek in Medan. However, the convenience variable only significantly influences consumers' decisions to use the service.Originality (Novelty) –This research focuses on user decisions in the context of online transportation and an in-depth study of critical factors, such as price, promotion, service quality and convenience. Uniqueness is also seen in combining key variables and understanding the influence of convenience in online transportation.Implications – To improve consumer decisions to use online transportation, companies must focus on pricing strategies, promotions, and improving service quality. Even though convenience is insignificant, companies can still consider improving this aspect. These findings provide a basis for companies to design more effective marketing strategies according to consumer preferences.
Co-Authors Alfianita Alfianita Asrizal Efendy Nasution Asrizal Efendy Nasution Au Raja Rahman Batubara Dedi Tri Handoko Dian Yustriawan Fahmi, Muhammad Farhan Anshari Damanik Lukman Hakim Siregar M. I. Nasution Maharani Citra Kencana Maulidina Putri Simatupang Muhammad Andi Prayogi Satria Mirsya Affandy Nasution Syahnita Syahnita Syahriani Syahriani