Identifikasi Karakteristik Konsumen dan Mitra Pengemudi dalam Kategori Pengadopsi pada Jasa Transportasi Online Ride Sharing

Pratama, M. Gilang (2016) Identifikasi Karakteristik Konsumen dan Mitra Pengemudi dalam Kategori Pengadopsi pada Jasa Transportasi Online Ride Sharing. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Jasa transportasi online ride sharing mulai dikenalkan di Indonesia sejak tahun 2010 dan menjadi populer di masyarakat pada tahun 2014. Difusi inovasi sebagai salah satu faktor yang menyebabkan adopsi jasa transportasi online ride sharing di Indonesia cenderung lambat karena masyarakat Indonesia cenderung lambat untuk mengadopsi sebuah inovasi baru. Tujuan dari penelitian ini adalah mengidentifikasi karakteristik demografis, karakteristik opinion leader serta karakteristik psikografis dari masing-masing kategori dalam komposisi difusi inovasi pada konsumen jasa transportasi online ride sharing. Penelitian ini menggunakan pendekatan survei, deskriptif, konklusif, dan multi cross-sectional. Data dalam penelitian ini didapatkan menggunakan metode survei kuesioner kepada 102 responden pengguna dan 56 responden mitra jasa transportasi online ride sharing di Jabodetabek. Hasil dari penelitian ini membuktikan bahwa terdapat perbedaan karakteristik demografi dan opinion leader pada kategori difusi inovasi pada responden konsumen dan terdapat perbedaan karakteristik demografi pada responden mitra. Implikasi manajerial dalam penelitian berupa saran untuk perusahaan penyedia jasa transportasi agar mempercepat penyerapan inovasi di masyarakat sehingga akan meningkatkan tingkat adopsi dan penjualan. Originalitas penelitian ini berfokus pada bagaimana karakteristik demografi, gaya hidup, dan opinion leader berbeda pada tiap kategori adopsi dalam inovasi jasa transportasi online ride sharing di Jabodetabek. =============================================================================================== Online ride sharing service was introduced in Indonesia since 2010 and became popular in 2014. Diffusion of innovation was one of the factor that caused the adoption of online ride sharing in Indonesia tends to be slower because the Indonesian society tends to adopt any innovation slowly. The purpose of this study is to identify the demographic, psychographic, and opinion leader characteristic in in each diffusion of innovation category of online ride sharing innovation. This study used survey, descriptive, conclusive, and multi cross-sectional approach. The survey was conducted to 102 respondents divided to 56 driver partners and 102 customers in Jabodetabek area. The result of this research proved that there are differences in demographic and opinion leader characteristic between categories in diffusion of innovation for customer respondent. Result from this research proved that there is a difference in demographical characteristic between categories in diffusion of innovation for partner respondent. Managerial implication in this research was suggestions for the online ride sharing company to speed up the innovation adoption in society so it will increase the adoption rate and sales. The originality of this research focused on how demographic, psychographic, and opinion leader characteristic differ in adoption category of online ride sharing innovation in Jabodetabek.

Item Type: Thesis (Undergraduate)
Additional Information: RSIf 621.398 1 Sad k
Uncontrolled Keywords: Difusi Inovasi, Opinion Leader, Online Ride Sharing, Model Bass, Model Rogers.
Subjects: H Social Sciences > HB Economic Theory > Economic forecasting--Mathematical models.
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Industrial Technology > Business Management > (S1) Undergraduate Theses
Depositing User: Muhammad Gilang Pratama
Date Deposited: 24 Oct 2017 03:59
Last Modified: 27 Dec 2018 04:19
URI: http://repository.its.ac.id/id/eprint/41734

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