Pengaruh Pemberian Voucher Dan Brand Image Terhadap Minat Menggunakan Jasa Transportasi Grabbike (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas PGRI Palembang)
DOI:
https://doi.org/10.31851/jmanivestasi.v8i1.19974Abstract
ABSTRAK
Kemajuan teknologi digital telah mengubah gaya hidup masyarakat secara menyeluruh, termasuk dalam hal mobilitas. Meningkatnya aktivitas dan pergerakan penduduk di kota-kota besar mendorong kebutuhan akan layanan transportasi yang praktis, efisien, dan terjangkau. Salah satu inovasi yang muncul adalah transportasi berbasis aplikasi digital, yang memberikan kemudahan dalam mengakses layanan antar jemput hanya melalui ponsel pintar. Penelitian ini bertujuan untuk menganalisis sejauh mana pengaruh kemajuan teknologi digital terhadap keputusan konsumen dalam memilih layanan transportasi digital. Metode yang digunakan adalah penelitian kuantitatif dengan pendekatan survei melalui penyebaran kuesioner kepada pengguna layanan transportasi online di wilayah perkotaan. Hasil penelitian menunjukkan bahwa kemudahan penggunaan aplikasi, kecepatan pelayanan, dan efisiensi biaya merupakan faktor utama yang memengaruhi keputusan konsumen. Selain itu, adanya fitur-fitur seperti pelacakan lokasi, metode pembayaran digital, dan penilaian terhadap pengemudi turut memperkuat kepercayaan serta kepuasan pengguna. Berdasarkan hasil analisis regresi, terdapat pengaruh signifikan antara teknologi digital dan keputusan penggunaan layanan transportasi. Hal ini menunjukkan bahwa kemajuan teknologi telah memberikan dampak positif terhadap preferensi konsumen dalam memilih sarana transportasi yang sesuai dengan kebutuhan mereka. Dengan demikian, perusahaan transportasi digital diharapkan terus berinovasi dalam mengembangkan layanannya agar mampu memenuhi harapan serta meningkatkan kenyamanan pengguna
Kata Kunci: Layanan Transportasi, Keputusan Konsumen, Teknologi Digital
ABSTRACT
Digital technology development has significantly changed people's lifestyles, including their mobility patterns. The increasing activity and movement of people in urban areas have led to a growing need for practical, time-efficient, and affordable transportation. One of the innovations that emerged is app-based transportation services, allowing users to access ride services easily through smartphones. This research aims to analyze the impact of digital technology advancement on consumer decisions in choosing digital transportation services. The study employed a quantitative method with a survey approach, distributing questionnaires to users of online transportation services in urban areas. The results show that application usability, service speed, and cost efficiency are the main factors influencing consumer decisions. Moreover, features such as real-time tracking, digital payment methods, and driver ratings enhance user trust and satisfaction. Based on regression analysis, digital technology has a significant effect on the decision to use transportation services. This indicates that technological advancement positively influences consumer preferences in selecting transportation that fits their needs. Therefore, digital transportation companies are expected to continue innovating and improving their services to meet user expectations and enhance convenienc.
Keywords: Consumer Decision, Digital Technology, Transportation Services
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