The Influence of Service, Price, and Promotion on Online Transportation User Decisions in Medan
DOI:
https://doi.org/10.51601/ijhp.v6i2.607Abstract
Online transportation first became popular in Indonesia with the arrival of Gojek in 2010. There are several online transportation services available in Medan, such as Grab, Gojek, Maxim, and InDrive. Service issues include inconsistency in service delivery, drivers who are unfriendly and unprofessional. Pricing issues include price differences between application platforms and complex fare structures. Promotional issues include excessive reliance on promotions to attract new users and a lack of user education on promotions in payment methods. Quantitative descriptive research is the research method, and explanatory research is the nature of the research. Interviews, questionnaires, and documentation studies are the data collection methods. Multiple linear regression with classical assumption testing, namely normality, multicollinearity, and heteroscedasticity, is the method of analysis. The research population consists of 300 users, 171 of whom were selected through simple random sampling divided into 21 sub-districts in Medan, and the validity and reliability were tested on 30 of them. The simultaneous effect of service, price, and promotion (F-test) has a positive effect on the success rate. Fcount 34.524 > Ftable 2.66 with sig. 0.000 < 0.05. Partially (t-test), service tcount 4.883 > ttable 1.65392 and sig. 0.000 < 0.05, price tcount 1.494 < ttable 1.65392 and sig. 0.137 > 0.05, promotion tcount 1.769 > ttable 1.65392 and sig. 0.079 > 0.05. The adjusted Rsquare coefficient test result is 0.372, meaning that 37.2% of the decision to use online transportation services in Medan is influenced by service, price, and promotion, while the remaining 62.8% is explained by other factors.
Downloads
References
[1] Agung, Suneni & Ika. (2019). The Influence of Service Quality, Price and Brand Image on Consumer Satisfaction of Grab Online Motorcycle Taxi Users. Indonesian Journal of Management Science Research (JRMSI). 10 (1), 204-225.
[2] Alma, B., & Priansa, DJ (2019). Service Marketing Management. Bandung: Alfabeta.
[3] Ardiansyah1, Sahnan Rangkuti,SE, MAP2. (2021). The Influence of Driver Attributes and Service Quality on Consumer Decisions of Online Transportation Service Users of PT. Grab Indonesia in Medan City. Corporate Business Journal. 6 (1). 1–10.
[4] Arikunto, S. (2016). Research Procedures: A Practical Approach. Jakarta: Rineka Cipta.
[5] Assauri, S. (2013). Marketing Management: Basics, Concepts, and Strategies. Jakarta: Rajawali Pers.
[6] Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson Education.
[7] Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Prentice Hall.
[8] Loudon, D. L., & Della Bitta, A. J. (2015). Consumer Behavior (4th ed.). New York: McGraw-Hill.
[9] Schiffman, L. G., & Kanuk, L. L. (2017). Consumer Behavior (11th ed.). Boston: Pearson Education.
[10] Setiadi, NJ (2018). Consumer Behavior: Contemporary Perspectives on Consumer Motives, Goals, and Desires (Revised Edition). Jakarta: Kencana.
[11] Siregar, R., & Prasetya, A. (2024). Digital Marketing in the 5.0 Era. Yogyakarta: Deepublish.
[12] Sukmawati, D., & Nasir, M. (2022). Analysis of the Influence of Service Quality, Price, and Promotion on Online Transportation User Decisions in Semarang City. Journal of Management and Business, 6(2), 1-15.
[13] Sugiyono. (2018). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta
[14] Suryana. (2015). Entrepreneurship: Tips and Processes for Success. Jakarta: Salemba Empat.
[15] Swastha, B., & Irawan, I. (2018). Modern Marketing Management (12th Edition). Yogyakarta: Liberty.
[16] Tjiptono, F. (2018). Service Marketing: Principles, Applications, and Research. Yogyakarta: Andi.
[17] Tjiptono, F. (2016). Marketing Strategy (4th Edition). Yogyakarta: Andi.
[18] Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (3rd Edition). Yogyakarta: Andi.
[19] Uluwyah, M. (2022). Promotional Strategies in the Digital Marketing Era. Malang: UMM Press.
[20] Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). New York: McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Rahmat Alamsyah Harahap, Eszra Nicolas Sibarani, Melisa Romaito Siahaan, Riris Victoria M Pangaribuan, Frida T Telaumbanua
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
