PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA TRANSPORTASI ONLINE APLIKASI MAXIM (MAXIM BIKE) PADA MASYARAKAT DI KOTA SAMARINDA

Abstract

The purpose of this study is to determine and partially analyze the effect of promotion, price and service quality on the decision to use the online transportation service application Maxim (Maxim Bike) in the community in Samarinda city and to determine and analyze the effect of promotion, price and service quality together. the same or simultaneously with the decision to use the online transportation service application Maxim (Maxim Bike) in the community in the city of Samarinda.

            This research was conducted in the city of Samarinda, the population in this study were consumers who used the online motorcycle taxi application Maxim (Maxim Bike) whose number was not identified, so the sample was based on regression analysis with 3 independent variables requiring a sample adequacy of 96 samples, focusing on the dependent variable the decision to use services and the independent variables, namely promotion, price and quality of service. Collecting data by distributing questionnaires using a Likert scale to measure each indicator. The analysis tool in the study used multiple linear regression analysis using the SPSS v20 program tool.

            Based on the research results, promotion has a positive and significant effect on the decision to use online transportation services for the Maxim application (Maxim Bike) for the people of Samarinda city, meaning that the promotions carried out by Maxim have been very good, such as advertisements delivered through various information channels, carrying out various discounts such as price discounts. Price has a positive and significant effect on the decision to use the online transportation service application Maxim (Maxim Bike) in the people of Samarinda city, meaning that the price offered by Maxim is affordable for all levels of society and the prices offered by Maxim are quite affordable compared to other online motorcycle taxi services. Service Quality has no significant effect to the decision to use the online transportation service application Maxim (Maxim Bike) in the people of Samarinda city, meaning that the assessment of users of transportation service services provided by Maxim has not provided consumers with comfort and satisfaction. Promotion, price and quality of service influence simultaneously or simultaneously on the decision to use online transportation services for the Maxim application (Maxim Bike) in the people of Samarinda city