Baturohmah, Habi (2022) Pengaruh Niat Membeli Dan Perilaku Pelanggan Saat Pandemi Covid-19 Terhadap Loyalitas Aplikasi Ride-Hailing. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi informasi dan perubahan gaya hidup masyarakat modern telah memberikan dampak signifikan terhadap perkembangan layanan teknologi informasi, terutama yang mengarah pada perkembangan bisnis transportasi. Konsumen dimudahkan dengan layanan pemesanan kendaraan dimanapun dan kapanpun. Dengan adanya media sosial dan terus berkembangnya teknologi internet, perkembangan e-commerce secara bersamaan memberikan kontribusi. Platform e-commerce yang sedang berkembang menggunakan konten buatan pengguna sebagai alat utama untuk membantu konsumen, dan electronic word-of-mouth (eWOM) telah menjadi bagian penting dari perdagangan komersial. Namun, tidak konsistensinya kualitas informasi yang disampaikan melalui eWOM akibat kurangnya pengawasan atau informasi yang salah dapat menimbulkan ketidakpercayaan konsumen. Adanya pandemi COVID-19 juga menyebabkan perseroan mengalami penurunan pendapatan. Suatu implementasi dikatakan berhasil jika mendapatkan umpan balik positif dari pelanggan dan meningkatkan produktivitas perusahaan. Tujuan penelitian ini adalah mengetahui faktor-faktor yang mempengaruhi niat membeli dan perilaku pelanggan saat pandemi COVID-19 yang dapat menimbulkan loyalitas pelanggan pada aplikasi ride-hailing. Penelitian menggunakan teori eWOM dengan metode kualitatif fenomenologis untuk menganalisis persepsi pengguna berdasarkan pengalaman mereka menggunakan aplikasi ride-hailing. Analisis data dilakukan menggunakan software Atlas.ti. Data yang diolah adalah pengalaman penggunaan 3 aplikasi ride-hailing yaitu Go-Jek, Grab, dan Maxim oleh 17 informan terkait. Hasil penelitian merepresentasikan bahwa teori eWOM masih relevan di era media sosial khususnya di masa pandemi COVID-19. Temuan utama memberikan model akhir dimana information quality, review, cost, trust, subjective norm, sentiment-emotion, satisfaction dan service quality mempengaruhi loyalitas aplikasi ride-hailing. Temuan baru menunjukkan kurangnya pengaruh sentiment-emotion pada perilaku pelanggan terhadap penggunaan ride-hailing. Kontribusi teoritis diberikan untuk menguji dan melengkapi teori eWOM serta relevansinya di masa pandemi COVID-19 dan di masa media sosial dengan hasil wawancara, penelitian terdahulu, dan fenomena saat ini. Kontribusi praktis diberikan bagi perusahaan terkait faktor pendorong loyalitas aplikasi, serta rekomendasi pemasaran dan manfaat yang didapat dari penggunaan ride-hailing.
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The development of information technology and changes in the lifestyle of modern society have had a significant impact on the development of information technology services, especially those that lead to the development of the transportation business. Consumers are facilitated with vehicle ordering services wherever and whenever. With the existence of social media and the continued development of internet technology, the development of e-commerce simultaneously contributes. Emerging e-commerce platforms use user-generated content as a primary tool to help consumers, and electronic word-of-mouth (eWOM) has become an important part of commercial commerce. However, inconsistency in the quality of information conveyed through eWOM due to lack of supervision or incorrect information can lead to consumer distrust. The COVID-19 pandemic has also caused the company to experience a decline in revenue. An implementation is said to be successful if it gets positive feedback from customers and increases company productivity. The purpose of this study was to determine the factors that influence purchase intentions and customer behavior during the COVID-19 pandemic that can lead to customer loyalty on ride-hailing applications. This study uses eWOM theory with phenomenological qualitative methods to analyze user perceptions based on their experience using ride-hailing applications. Data analysis was performed using Atlas.ti software. The data processed is the experience of using 3 ride-hailing applications, namely Go-Jek, Grab, and Maxim by 17 related informants. The results of the study represent that the eWOM theory is still relevant in the era of social media, especially during the COVID-19 pandemic. The main findings provide the final model in information quality, review, cost, trust, subjective norm, sentiment-emotion, satisfaction, and service quality affect ride-hailing application loyalty. The new findings show the lack of influence of emotional sentiment on customer behavior towards the use of ride-hailing. Theoretical contributions are given to test and complement the eWOM theory and its relevance during the COVID-19 pandemic and in the social media era with the results of interviews, previous research, and current phenomena. Practical contributions are made to companies regarding the factors driving application loyalty, as well as marketing recommendations and benefits derived from using ride-hailing.
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