Bagaimana Harga, Promosi, dan Kepemilikan Kendaraan Memengaruhi Permintaan Ojek Online di Kalangan Mahasiswa? (Studi Kasus Mahasiswa Universitas Siliwangi) - Nugraha, Alek Surya; Azhari, Septian Cahya; Firmansyah, Muhamad Ferdy; Nasution, Fatimah Zahra (Jurusan Ekonomi Pembangunan, Fakultas Ekonomi, Universitas Siliwangi, 2023)
This research aims to determine the influence of price, promotion, and vehicle ownership on the demand for online motorcycle taxi services, both individually and collectively. Students of Siliwangi University for the academic period 2021-2022 were the target of our survey in this study, with a total population of 14,150 students, and 100 students were selected as samples. This research utilized the SEM-PLS method. Data were collected through observation, questionnaires, and literature reviews. The results indicate that the individual effects of price and promotion are positive and significant on the demand for online motorcycle taxi services. This means that as prices become more affordable and promotions become more attractive, the demand for online motorcycle taxi services increases. On the other hand, vehicle ownership has a negative and significant impact on the demand for online motorcycle taxi services, suggesting that an increase in vehicle ownership may lead to a decrease in demand for such services. As a recommendation, companies are advised to offer more attractive promotional deals, adjust prices according to regional coverage, and consider the impact of increased vehicle ownership in adjusting their business models.Penelitian ini memiliki tujuan untuk mengetahui bagaimana pengaruh harga, promosi, dan kepemilikan kendaraan terhadap permintaan jasa ojek online baik secara parsial maupun bersama-sama. Mahasiswa universitas Siliwangi periode akademik 2021-2022 menjadi target survei kami dalam penelitian ini dengan total populasi 14.150 mahasiswa dan 100 mahasaiswa menjadi sampel. Penelitian ini menggunakan metode SEM-PLS. Data dikumpulkan melalui observasi, angket, dan review literatur. Hasil penelitian menunjukkan pengaruh harga dan promosi secara individual adalah positif dan signifikan terhadap permintaan layanan ojek online. Artinya, semakin terjangkau harga dan semakin menarik promosinya, permintaan terhadap layanan ojek online meningkat. Di sisi lain, kepemilikan memiliki pengaruh negatif dan signifikan terhadap permintaan layanan ojek online, menunjukkan bahwa peningkatan jumlah kepemilikan kendaraan dapat mengakibatkan penurunan permintaan terhadap layanan tersebut. Sebagai rekomendasi, perusahaan disarankan untuk menyajikan tawaran promosi yang lebih menarik, menyesuaikan harga dengan cakupan regional, dan mempertimbangkan dampak kepemilikan kendaraan yang meningkat dalam penyesuaian model bisnis mereka.