Analisis Pengalaman Pengguna Ojek Online (Studi Kasus: Go-Ride dan GrabBike)

Fajariyanti, Ninda Okta (2018) Analisis Pengalaman Pengguna Ojek Online (Studi Kasus: Go-Ride dan GrabBike). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Gojek dan Grab bersaing sebagai e-commerce terbesar yang bergerak di bidang Transportation Network Companies (TNC) di Indonesia, khususnya ojek online. Perusahaan penyedia jasa ojek online perlu untuk meningkatkan performa produknya untuk terus unggul dalam persaingan industri retail online. Salah satu cara yang bisa dilakukan adalah dengan meningkatkan user experience penggunanya. Hal ini dikarenakan, user experience berpengaruh terhadap perilaku pengguna layanan online. Oleh karena itu, dibuatlah penelitian berupa analisis user experience ojek online dengan studi kasus Go-Ride dan GrabBike. Penelitian ini bertujuan untuk mengukur user experience pengguna Go-Ride dan GrabBike kemudian membandingkan Transportation Network Companies (TNC) mana yang lebih baik dalam hal user experience. Teknik pengumpulan data yang digunakan adalah metode kuantitatif dengan menyebarkan kuesioner UEQ (User experience Questionnaire) secara online kepada 400 responden. Kemudian data diolah dengan menggunakan analisis statistik deskriptif dan UEQ Data Analysis Tool untuk membandingkan penilaian user experience Go-Ride dan GrabBike. Hasil yang didapatkan dari penelitian ini adalah adanya perbedaan signifikan hasil penilaian user experience dari kedua produk TNC dan Go-Ride mendapatkan penilaian user experience yang lebih unggul daripada GrabBike. Penelitian ini ditujukan kepada pihak Gojek dan Grab sebagai bahan evaluasi user experience dari produk mereka. ================ Gojek and Grab are two largest transportation network companies (TNC) in Indonesia. To this point, both companies provide motorcycle taxi services named Go-Ride and GrabBike respectively. As the competition increases among them, it is necessary to provide outstanding service to their customers. Here, providing a good user experiences in their mobile platforms is a must. For this reason, Both companies need to undergo a thorough analysis of user experiences to measure how well their services in the customer’s perpectives. Further, we collect as many as 400 repondents which are Go-Ride and GrabBike users. Each respondent should consume both services at least once. Later on, we use User Experience Questionnaire (UEQ) method to compare and analyze the result . In the end, we have found that Go-Ride significantly surpass GrabBike in all aspects defined by UEQ. The aspects are attractiveness, perspicuity, efficiency, dependability, stimulation and novelty. This research is useful for any product manager in developing a better user experience services.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Transportation Network Companies, User Experience, User Experience Questionnaire, Customer Relationship Management
Subjects: H Social Sciences > HE Transportation and Communications > HE336.C5 Choice of transportation
T Technology > T Technology (General) > T57.5 Data Processing
Divisions: Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis
Depositing User: Fajariyanti Ninda Okta
Date Deposited: 22 Oct 2018 04:36
Last Modified: 12 Mar 2021 10:36
URI: https://repository.its.ac.id/id/eprint/52817

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