<![CDATA[Abstrak: Ojek merupakan salah satu transportasi konvensional yang digemari masyarakat di kota-kota besar. Walaupun kondisi fisik driver dan fisik kendaraan yang digunakan masih jauh di bawah standar yang ada, pengguna jasa tetap menggemarinya. Bahkan kadangkala masih terdapat driver yang bersikap tidak sopan, tidak menjaga penampilan fisiknya hingga menetapkan harga ojek yang berfluktuatif. Penelitian ini bertujuan untuk menganalisis pengaruh RP-Performance terhadap pengambilan keputusan transportasi konvensional (ojek), menganalisis pengaruh RP-Physical terhadap pengambilan keputusan transportasi konvensional (ojek), dan menganalisis pengaruh RP-Performance dan RP-Physical secara bersama-sama terhadap pengambilan keputusan transportasi konvensional (ojek). Penelitian ini melibatkan 384 responden yang pernah menggunakan transportasi konvensional selama 1 tahun dengan menggunakan metode Quota Sampling. Hasil yang diperoleh dari penelitian adalah (1)RP-Performance transportasi konvensional secara parsial berpengaruh negatif dan signifikan terhadap keputusan pembelian; (2) RP-Physical transportasi konvensional secara parsial berpengaruh negatif dan signifikan terhadap keputusan pembelian; dan (3) RP-Performance dan RP-Physical transportasi konvensional secara simultan mampu menjelaskan pengaruhnya terhadap keputusan pembelian sebesar 25.7%;Abstract: Ojek is one of the conventional transportation that is popular with people in big cities. Eventhough the physical condition of the drivers and the physical condition of the vehicle used is still far below the standard, services consumers still like it. Even sometimes there are drivers who are not polite, do not maintain physical appearance to set a volatile ojek’s price. The purpose of this study was to analyze effect of RP-Performance of conventional transportation (ojek); to analyze effect of RP-Physical of conventional transportation (ojek); and to analyze effect of risk perception (RP-Performance and RP-Physical) for taking decision on using service of conventional transportation (ojek). The data were collected from 384 respondents who has ever used conventional transportation for one years by using Quota Sampling method. The result of the study showed that (1) RP-Performance conventional transportation is negative and significant impact for taking decision; (2) RP-Physical conventional transportation is negative and significant impact for taking decision; and (3) Risk perception (RP-Performance and RP-Physical) conventional transportation are stimultaneously have significant for taking decision. The value of adjusted R Square indicators was 25.7%. Jel Classification: D83; D83; L62Keywords: RP-Performance; RP-Physical; ojek]]>
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