Darmawan M., Dwi (2020) ANALISIS PENGARUH VARIETY SEEKING, ATRIBUT PRODUK, DAN PRICE TERHADAP BRAND SWITCHING DARI TAKSI KONVESIONAL KE TAKSI ONLINE (Studi pada konsumen di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Pada perkembangan teknologi membawa perubahan perilaku masyarakat dalam menggunakan jasa, hal ini juga terjadi pada jasa transportasi dimana perubahan perilaku masyarakat penggunaan taksi konvensional ke taksi online. Seiring dengan bertambahnya pengguna teknologi di Indonesia, dimana fenomena ini telah menjamur di berbagai daerah di Indonesia. Studi ini bertujuan untuk mengetahui apa saja yang menjadi penyebab perilaku masyarakat dalam mencari variasi pemenuhan kebutuhannya pada era teknologi ini, terutama pada penyebab perpindahan konsumen dari taksi konvensional ke taksi online Penelitian ini menggunakan teknik pengambilan sampel dengan cara purposive sampling. Penelitian ini melibatkan 100 responden pengguna taksi konvensional yang telah beralih ke taksi online di Kota Semarang. Hasil dari penelitian ini menunjukkan bahwa atribut produk berpengaruh positif dan signifikan terhadap keputusan brand switching, Penetapan harga berpengaruh positif dan signifikan terhadap keputusan brand switching dan variety seeking berpengaruh positif dan signifikan terhadap brand switching ABSTRACT In technological developments, it has brought changes in people's behavior in using services, this also occurs in transportation services where changes in people's behavior using conventional taxis to online taxis. Along with the increasing number of technology users in Indonesia, this phenomenon has mushroomed in various regions in Indonesia. This study aims to determine what causes people's behavior in looking for variations in meeting their needs in this technological era, especially on the causes of consumer movement from conventional taxis to online taxis. This study uses sampling techniques by purposive sampling. This study involved 100 respondents of conventional taxi users who had switched to online taxis in Semarang City. The results of this study indicate that product attributes have a positive and significant effect on brand switching decisions. Pricing has a positive and significant effect on brand switching and variety seeking decisions have a positive and significant effect on brand switching
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1697 NIM 16.05.51.0314 |
| Uncontrolled Keywords: | Kata Kunci : Variety Seeking, Atribut Produk, Price, Brand Switching, taksi konvensional, taksi online. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 21 Oct 2020 02:56 |
| Last Modified: | 21 Oct 2020 02:56 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7247 |
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