Pengaruh brand image, price, trust dan value terhadap niat beli konsumen dalam taxi ride sharing

Djaswadi, Gaby Olivia (2017) Pengaruh brand image, price, trust dan value terhadap niat beli konsumen dalam taxi ride sharing. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

[img]
Preview
Text
2813100038-Undergraduate_Theses.pdf - Published Version

Download (2MB) | Preview

Abstract

Perkembangan layanan transportasi umum di Indonesia saat ini semakin beragam dan sangat memanfaatkan kecanggihan teknologi. Salah satu transportasi umum yang memiliki banyak pengguna adalah taxi ride sharing. Permasalahan yang menjadi penghambat eksistensi perusahaan adalah niat beli, dapat dikarenakan adanya daya tawar konsumen yang tinggi sehingga membuat konsumen mudah beralih dari satu merek ke merek lain apabila perusahaan tidak mampu menyesuaikan harapan dari konsumen. Penelitian ini bertujuan untuk menganalisis model struktural variabel brand image, price, trust dan value terhadap niat beli konsumen dan mengidentifikasi perbedaan signifikan setiap variabel terhadap kelompok taxi ride sharing. Metode penelitian menggunakan deskriptif konklusif dengan multiple cross-sectional dan teknik pengambilan sampel menggunakan judgemental sampling. Penyebaran kuesioner dilakukan secara offline kepada 171 pengguna aktif taxi ride sharing dalam kurun waktu satu bulan dan bertempat tinggal di Surabaya. Analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dan Analysis of Variance (ANOVA). Hasil dari penelitian ini adalah terdapat pengaruh signifikan antara price, trust dan value terhadap niat beli konsumen dan brand image tidak memiliki pengaruh langsung yang signifikan terhadap niat beli, namun terdapat hubungan yang positif dan signifikan brand image terhadap purchase intention melalui mediasi price, trust dan value. Pada hasil analisis ANOVA, tidak didapatkan perbedaan signifikan terhadap kelompok taxi ride sharing. Implikasi manajerial dapat diaplikasikan oleh perusahaan jasa transportasi online ride sharing untuk meningkatkan daya saing perusahaan dan niat beli konsumen. Originalitas dari penelitian ini berfokus pada seberapa besar pengaruh brand image, price, trust dan value terhadap niat beli konsumen dalam taxi ride sharing di daerah Surabaya. ========================================================================================= The development of public transportation services in Indonesia is increasingly diverse and greatly exploit technological sophistication. Taxi ride sharing is one of the public transportation that has many users. Purchase intention becomes a problem for company’s existence due to high bargaining power of consumers, means consumers can easily switch from one brand to another when company failed to adjust consumers expectations. This study aims to analyze structural model of brand image, price, trust and value toward purchase intention and investigate significant differences of each variable toward taxi ride sharing’s group. This research used descriptive conclusive with multiple cross-sectional and judgemental sampling as sampling technique. The questionnaires were administered by using offline survey method to 171 active users of taxi ride sharing within a month who is residing in Surabaya. The data analysis are using Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA). The findings of this research show that price, trust and value significantly influence purchase intention and brand image does not significantly influence purchase intention, however, there is a positive and significant relationship between brand image and purchase intention that is mediated through price, trust and value. The finding of ANOVA analysis show that there is no significant difference between taxi ride sharing’s group. The managerial implications can be applied by online ride sharing service company to improve their competitiveness and consumers purchase intention. Originality of this study is focused on how much influence of brand image, price, trust and value toward purchase intention on taxi ride sharing in Surabaya’s area.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Taxi Ride Sharing, Brand Image, Price, Trust, Value, Niat Beli. Structural Equation Modeling, ANOVA
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation
Divisions: Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Gaby Olivia Djaswadi
Date Deposited: 02 Oct 2017 03:53
Last Modified: 08 Mar 2019 06:16
URI: https://repository.its.ac.id/id/eprint/45806

Actions (login required)

View Item View Item