The Effect of Price, Promotion, and Ease of Use Application Online Transportation on the Usage Decision in Surabaya City
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Nov 25, 2021
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Abstract
The study aims to determine the effect of price, promotional appeal and ease of use of applications on the decision of use of online transportation. The type of research used in this study is "Explanatory Research", which is a type of research that aims to find out the small relationship and influence of one variable on other variables, as well as test the proposed hypothesis (accepted or rejected). The population in this study is the overall consumers of online motorcycle-taxi drivers (known as ojek) in Surabaya. The sampling technique used is purposive sampling, the population element is selected on the basis of its availability based on certain criteria. Test results through SPSS indicate that there is a significant positive relationship between price on usage decisions, promotion on usage decisions, and the ease of application on usage decisions. The results showed that of the four variables of price, promotion, ease of application simultaneously affect the decision to use the online transportation.
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How to Cite
Istanti, F., Ekaningrum, Y., & Ummah Khoiro, E. E. (2021). The Effect of Price, Promotion, and Ease of Use Application Online Transportation on the Usage Decision in Surabaya City. Enrichment : Journal of Management, 12(1), 764-769. https://doi.org/10.35335/enrichment.v12i1.303
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Doogan, N. J., Cooper, S., Quisenberry, A. J., Brasky, T. M., Browning, C. R., Klein, E. G., Hinton, A., Nagaraja, H. N., Xi, W., & Wewers, M. E. (2018). The role of travel distance and price promotions in tobacco product purchase quantity. Health & Place, 51, 151–157. https://doi.org/10.1016/j.healthplace.2018.03.009
Farin, N. J., Rimon, M. N. A. A., Momen, S., Uddin, M. S., & Mansoor, N. (2016). A framework for dynamic vehicle pooling and ride-sharing system. 2016 International Workshop on Computational Intelligence (IWCI), 204–208.
Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71–79. https://doi.org/10.1016/j.indmarman.2015.12.002
Hidayatno, A., Destyanto, A. R., & Fadhil, M. (2019). Model Conceptualization on E-Commerce Growth Impact to Emissions Generated from Urban Logistics Transportation: A Case Study of Jakarta. Energy Procedia, 156, 144–148. https://doi.org/10.1016/j.egypro.2018.11.119
Kim, J. (2019). The impact of different price promotions on customer retention. Journal of Retailing and Consumer Services, 46, 95–102. https://doi.org/10.1016/j.jretconser.2017.10.007
Leobons, C. M., Gouvêa Campos, V. B., & Mello Bandeira, R. A. de. (2019). Assessing Urban Transportation Systems Resilience: A Proposal of Indicators. Transportation Research Procedia, 37, 322–329. https://doi.org/10.1016/j.trpro.2018.12.199
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Nasution, A. A., Erwin, K., & Bartuska, L. (2020). Determinant Study of Conventional Transportation and Online Transportation. Transportation Research Procedia, 44, 276–282. https://doi.org/10.1016/j.trpro.2020.02.042
Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007
Peter, J. P., & Olson, J. C. (2013). Perilaku konsumen dan strategi pemasaran (consumer behavior & marketing strategy). In Salemba Empat, Jakarta.
Ramadan, Z. B., Farah, M. F., & Kassab, D. (2019). Amazon’s approach to consumers’ usage of the Dash button and its effect on purchase decision involvement in the U.S. market. Journal of Retailing and Consumer Services, 47, 133–139. https://doi.org/10.1016/j.jretconser.2018.11.018
Septiani, R., Handayani, P. W., & Azzahro, F. (2017). Factors that Affecting Behavioral Intention in Online Transportation Service: Case study of GO-JEK. Procedia Computer Science, 124, 504–512. https://doi.org/10.1016/j.procs.2017.12.183
Silalahi, S. L. B., Handayani, P. W., & Munajat, Q. (2017). Service Quality Analysis for Online Transportation Services: Case Study of GO-JEK. Procedia Computer Science, 124, 487–495. https://doi.org/10.1016/j.procs.2017.12.181
Wallsten, S. (2015). The Competitive Effects of the Sharing Economy: How is Uber Changing Taxis? Technological Policy Institute, June. Tahun 2017.
M. F. Ahmad, “the Effect of Inflation and Interest Rate on Msme Turnover in Makassar City,” J. Ekon., vol. 9, no. 02, pp. 40–44, 2020, doi: 10.54209/ekonomi.v9i02.51.
Jamaluddin.S, “the Effect of E-Marketing Strategy on the Purchase Decision of Pt. Rovca Clothing Products in Makassar,” J. Ekon., vol. 9, no. 02, pp. 51–57, 2020, doi: 10.54209/ekonomi.v9i02.54.
H. T. Hasna, “the Effect of Economic Openness on Income Inequality At the Province Level in Indonesia,” J. Ekon., vol. 9, no. 02, pp. 32–35, 2020, doi: 10.54209/ekonomi.v9i02.52.