PENGARUH HARGA, PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PENGGUNA JASA TRANSPORTASI ONLINE GOJEK

Authors

  • Dini Kharismasuni Program Studi Manajemen Fakultas Ekonomi Universitas Slamet Riyadi Surakarta
  • Edi Wibowo Program Studi Manajemen Fakultas Ekonomi Universitas Slamet Riyadi Surakarta
  • Setyaningsih Sri Utami Program Studi Manajemen Fakultas Ekonomi Universitas Slamet Riyadi Surakarta

DOI:

https://doi.org/10.33061/jeku.v20i3.4450

Keywords:

price, service, promotion, online transportation user decisions

Abstract

The purpose of this study was to analyze the significance effect of price, service and promotion on the decisions of users of Gojek online transportation services in Banjarsari District, Surakarta City. This research is a survey of users of Gojek transportation services in Surakarta. The sample is 100 respondents used accidental sampling technique. The data collection technique used questionnaires and literature study. The data analysis technique used multiple linear regression. The results showed that the price has a significant effect on Gojek transportation service user decisions. Services has a significant effect on Gojek transportation service user decisions. Promotion has a significant effect on the decision of Gojek transportation service users.

References

Achidah, Nur, M Mukery Warso dan Leonardo Budi Hasiolan. 2016. “Pengaruh Promosi, Harga, dan Desain terhadap Keputusan Pembelian Sepeda Motor Mio GT (Study Empiris pada Produk Yamaha Mio GT Di Weleri-Kendal)â€. Journal of Management. Vol 2 No. 2, hal 1-12.

Avetoe, Haja dan Lamidi. 2015. “Pengaruh Harga, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian Konsumenâ€. Jurnal Ekonomi dan Kewirausahaan. Vol. 15 No. 3, hal. 367–373.

Aziah, Ayu dan Popon Rabia Adawia. 2018. “Analisis Perkembangan Industri Transportasi Online di Era Inovasi Disruptif (Studi Kasus PT Gojek Indonesia)â€. Cakrawala. Vol 18 No. 2, hal 149-156.

Fatuh, Miyatul dan Widyastuti .2017. “Pengaruh Promosi Penjualan, Perceived Ease of Use dan Perceived Usefulness terhadap Keputusan Menggunakan Transportasi Online (Studi pada Pengguna Uber di Surabaya Pusat)â€. Jurnal Ilmu Manajemen. Vol 5 No 4, hal 1-9.

Fernando, Made Fajar dan Ni Made Asti Aksari. 2018. “Pengaruh Kualitas Produk, Harga, Promosi, dan Distribusi terhadap Keputusan Pembelian Produk Sanitary Ware Toto di Kota Denpasarâ€. E-Jurnal Manajemen Unud, Vol. 7, No. 1, hal. 441-469.

https://www.cnbcindonesia.com/tech/20190507212841-37-71108/riset-kenaikan-tarif-ojol-bakal-bikin-omzet-driver-turun, diakses tanggal 10 Maret 2020.

Ilyas, Yasnimar. 2018. “Pengaruh Harga, Kualitas Layanan dan Teknologi E-Commerce terhadap Keputusan untuk Menggunakan Layanan Go-Jek di Wilayah Kecamatan Cibinongâ€. Economicus. Vol. 9 No. 1, hal 40-50.

Irawan, Handi. 2012. Sepuluh Prinsip Kepuasan Pelanggan. Elex Media Komputindo Kelompok Gramedia. Jakarta

Juhaeri. 2019. “Pengaruh Kualitas Pelayanan dan Diskon terhadap Keputusan Pembelian Pengguna Ojek On-Line Gojek di Kota Tangerang Selatan†Jurnal Ilmiah Prodi Manajemen Universitas Pamulang. Vol 7, No 1, hal. 29-43.

Kotler, Philip dan Gary Armstrong. 2014. Prinsip-prinsip Pemasaran. (Alih Bahasa Damos Sihombing). Erlangga. Jakarta.

Kotler, Philip dan Kevin Kane Keller. 2012. Manajemen Pemasaran. (Alih Bahasa Benyamin Molan) Gramedia Pustaka Utama. Jakarta.

Primantari, A. A. Bulan Dwi Agustini dan Ni Made Purnami.2017. “Pengaruh Promosi, Gaya Hidup, dan Persepsi Harga terhadap Keputusan Penggunaan Taksi Online Blue Birdâ€. Jurnal Ilmiah Manajemen & Akuntansi. Vol. 23, No. 2, hal 75 – 88.

Setyarko, Yugi. 2016. Analisis Persepsi Harga, Promosi, Kualitas Layanan, dan Kemudahan Penggunaan terhadap Keputusan Pembelian Produk secara Onlineâ€. Jurnal Ekonomika dan Manajemen. Vol 5 No 2, hal 128-147.

Sutisna. 2014. Perilaku Konsumen dan Komunikasi Pemasaran. Remaja Rosdakarya. Bandung.

Tjiptono, Fandi. 2014. Manajemen Jasa. Andi. Yogyakarta.

Wardoyo dan Meilani Dwiati Susilo. 2017. “Faktor-Faktor yang Berpengaruh terhadap Keputusan Pembelian secara Onlineâ€. Conference on Management and Behavioral Studies. Universitas Tarumanagara, Jakarta.

Wibawa, Berto Mulia, Yani Rahmawati dan Mathias Rainaldo. 2018. “Analisis Industri Bisnis Jasa Online Ride Sharing di Indonesiaâ€. Esensi: Jurnal Bisnis dan Manajemen. Vol 8 No 1 hal. 9-20.

Downloads

Published

2020-10-11

Issue

Vol. 20 No. 3 (2020): Jurnal Ekonomi dan Kewirausahaan : September

Section

Artikel

License

Copyright (c) 2020 Dini Kharismasuni, Edi Wibowo, Setyaningsih Sri Utami

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.