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Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Transportasi Online Indrive di Bandung

Authors

  • Muhammad Rifan Mutaqin Fakultas Ekonomi dan Bisnis Universitas Islam Bandung
  • Mochamad Malik Akbar Rohandi Fakultas Ekonomi dan Bisnis Universitas Islam Bandung
  • Septiana Ayu Estri Mahani Fakultas Ekonomi dan Bisnis Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrmb.v3i2.2824

Keywords:

Harga, Kualitas Pelayanan, dan Keputusan Pembelian

Abstract

Abstract. In the current technological development, various changes are particularly evident in the advancement of Online Transportation Services Technology. One of the service sectors that plays a crucial role in supporting daily activities is the ground transportation sector, with InDrive being one of the latest innovations. The research activities focus on the online transportation services provided by InDrive in the city of Bandung. This research falls into the categories of descriptive and verificative research with a quantitative method. The sampling technique employed is non-probability sampling, specifically purposive sampling. The population for this study consists of individuals who have used InDrive's online transportation services in Bandung, with a sample size of 100 respondents. Data collection is carried out using a questionnaire. The data analysis involves descriptive and verificative analyses using multiple linear regression analysis, F statistic test, t-statistic test, and coefficient of determination. The research findings conclude that Price, partially, does not significantly influence Purchase Decisions. Service Quality, partially, significantly influences Purchase Decisions, and Price and Service Quality, simultaneously, significantly influence the Purchase Decisions of InDrive's online transportation services in Bandung.

Abstrak. Pada Perkembangan teknologi saat ini, berbagai perubahan yang terjadi khususnya yaitu pada Perkembangan Teknologi Jasa Transportasi Online. Salah satu sektor jasa yang mempunyai peranan yang penting dalam menunjang  aktivitas sehari-hari adalah sektor jasa transportasi darat. Salahsatunya yaitu salah satunya yang terbaru yaitu InDrive. Kegiatan penelitian ini dilakukan pada jasa transportasi online InDrive di kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah non probability sampling yaitu purposive sampling. Populasi pada penelitian ini masyarakat yang pernah menggunakan jasa transportasi online InDrive di Bandung. Sampel dalam penelitian ini adalah 100 orang responden. Teknik pengumpulan data yang digunakan adalah kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, uji statistic F, uji statistic t, dan koefisien determinasi. Hasil penelitian ini menyimpulkan bahwa: Harga secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian. Kualitas Pelayanan, secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, serta Harga, dan Kualitas Pelayanan, secara simultan berpengaruh signifikan terhadap Keputusan Pembelian jasa transportasi online InDrive di Bandung.

References

Gema Zakaria Diapinsagema, D., & Suwitho Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya,

yahoocoid. (2017). Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Harga terhadap Kepuasan

Pelanggan.

Samantha Elisabath Adelweis Sinaga, (2022), The Influence of Word Of Mouth And Perceived Risk

On The Interests Of In-Driver Online Transportation Service Users In Medan City.

Sugiyono_2011_Metode_Penelitian_Pendidik, (n.d.).

Hariyanti. (2021, September 4). Cara Mudah Cek Tarif Indriver Terbaru Untuk Penumpang Terbaru |

Cepat dan Efektif! Retrieved January 4, 2023, from Ruangojol.com website:

https://www.ruangojol.com/2021/09/cara-mudah-cek-tarif-indriver-terbaru.html

inDrive. Offer your fare. (2013). Retrieved January 11, 2023, from Indrive.com website:

https://indrive.com/id/home

inDriver Ramaikan Layanan Transportasi Berbasis Online di Bandung. (2019). Retrieved March 11,

, from Nusae website: https://kliknusae.com/2019/09/indriver-ramaikan-layanan-transportasiberbasis-online-di-bandung

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Published

2023-12-22