Analisis Pengaruh Brand Awareness, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Transportasi Online Grabcar Di Kota Kupang

BALLO, Marissa Neliadi (2019) Analisis Pengaruh Brand Awareness, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Transportasi Online Grabcar Di Kota Kupang. Masters thesis, Unika Widya Mandira.

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Abstract

Grab is one of the online-based transportation servicesthat is developing in Indonesia. Since operating in Kupang in mid-2018, Grab has increasingly developed its types of services. According to the data, Grab car passengers in Kupang from July to December 2018 increased steadily. The research questions of this study were: 1) What is the description of passengers’ decisions, brand awareness, promotion and service quality of Grab car in Kupang?; 2) Does brand awareness significantly influence the decision to use Grab car -Online transportation services in Kupang?; 3) Does promotion significantly influence the decision to use Grab car-Online transportation services in Kupang; 4) Does service quality significantly influence the decision to use Grab car-Online transportation services in Kupang?The population of this research was 3984 Grab car costumers in Kupang and the respondents were 152 costumers of Grab car in Kupang. The sample selection technique used in this study was purposive sampling. Descriptive statistical analysis and inferential statistical analysiswith Amos SEM application were used in this research.The number of respondents in this study were 152 Grab car costumers in Kupang. Descriptive analysis results indicated that decision variables was 68.47 and it is “Good”, while the brand awareness variable was 66.95, the promotion variable was 66.55 and the service quality variable was 66.41, and they are “Fair”. SEM testing results revealed that, brand awareness (1.387; prob. <0.05), promotion (0.600; <0.05) and service quality (0.916; <0.05) significantly influenced the decision to use Grab car-Online transportation services in Kupang.Based on the results of this study, it is recommended that Grab management in Kupang should get involved in community activities so that Grab car is better known to the public, conduct promotional activities that accommodate people needs and make costumers easily remembered its brand, and increase driver responsiveness to complaints and passenger needs. For example, the driver always has OVO balance to make it easier for costumers to top up OVO balance.

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