Analisis Pengaruh Persepsi Harga, Daya Tarik Pesaing, dan Kebutuhan Mencari Variasi terhadap Intensi Perpindahan Konsumen Jasa Taksi Konvensional di DKI Jakarta

Elifele, Fiona (2018) Analisis Pengaruh Persepsi Harga, Daya Tarik Pesaing, dan Kebutuhan Mencari Variasi terhadap Intensi Perpindahan Konsumen Jasa Taksi Konvensional di DKI Jakarta. Bachelor thesis, Podomoro University.

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Abstract

Conventional taxis are starting to be abandoned because of the rising online transportation technology. Therefore, it is predicted that there is a switching intention in consumer behavior from conventional to online. However, the applied research about switching intention on conventional taxis is rare to be tested in Indonesia. Consequently, the purpose of this research is to identify factors of switching intention that are influenced by perceived price, alternative attractiveness, and variety seeking towards switching intention of conventional taxi service consumers in DKI Jakarta. To answer the research questions and test the hypotheses, the method of Structural Equation Model (SEM) Partial Least Square is used, with the SmartPLS 2 software as an analytical tool. This research uses the method of quota sampling toward 130 respondents, which are consumers of conventional taxi services in DKI Jakarta. This research proves that perceived price and alternative attractiveness significantly influences switching intention. Based on these results, conventional taxis are recommended to maintain the balance between the benefit and quality provided and raise perceived price by giving price promotions. In addition, it is also recommended to improve the quality of service so as to increase consumer satisfaction and act justly towards all consumers. Keywords: Perceived Price, Alternative Attractiveness, Variety Seeking, Switching Intention

Item Type: Skripsi (Bachelor)
Subjects: Entrepreneurship
Faculty: - Entrepreneurship > Entrepreneurship (Skripsi)
Depositing User: Users 46 not found.
Date Deposited: 01 Oct 2018 08:46
Last Modified: 18 Jan 2020 04:05
URI: http://repository.podomorouniversity.ac.id/id/eprint/137

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