Bagaimana Harga, Promosi, dan Kepemilikan Kendaraan Memengaruhi Permintaan Ojek Online di Kalangan Mahasiswa? (Studi Kasus Mahasiswa Universitas Siliwangi)

WELFARE Jurnal Ilmu Ekonomi Pub Date : 2024-02-11 DOI:10.37058/wlfr.v4i2.8995

Alek Surya Nugraha, Septian Cahya Azhari, Muhamad Ferdy Firmansyah, F. Nasution

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引用次数: 0

Abstract

This research aims to determine the influence of price, promotion, and vehicle ownership on the demand for online motorcycle taxi services, both individually and collectively. Students of Siliwangi University for the academic period 2021-2022 were the target of our survey in this study, with a total population of 14,150 students, and 100 students were selected as samples. This research utilized the SEM-PLS method. Data were collected through observation, questionnaires, and literature reviews. The results indicate that the individual effects of price and promotion are positive and significant on the demand for online motorcycle taxi services. This means that as prices become more affordable and promotions become more attractive, the demand for online motorcycle taxi services increases. On the other hand, vehicle ownership has a negative and significant impact on the demand for online motorcycle taxi services, suggesting that an increase in vehicle ownership may lead to a decrease in demand for such services. As a recommendation, companies are advised to offer more attractive promotional deals, adjust prices according to regional coverage, and consider the impact of increased vehicle ownership in adjusting their business models.Penelitian ini memiliki tujuan untuk mengetahui bagaimana pengaruh harga, promosi, dan kepemilikan kendaraan terhadap permintaan jasa ojek online baik secara parsial maupun bersama-sama. Mahasiswa universitas Siliwangi periode akademik 2021-2022 menjadi target survei kami dalam penelitian ini dengan total populasi 14.150 mahasiswa dan 100 mahasaiswa menjadi sampel. Penelitian ini menggunakan metode SEM-PLS. Data dikumpulkan melalui observasi, angket, dan review literatur. Hasil penelitian menunjukkan pengaruh harga dan promosi secara individual adalah positif dan signifikan terhadap permintaan layanan ojek online. Artinya, semakin terjangkau harga dan semakin menarik promosinya, permintaan terhadap layanan ojek online meningkat. Di sisi lain, kepemilikan memiliki pengaruh negatif dan signifikan terhadap permintaan layanan ojek online, menunjukkan bahwa peningkatan jumlah kepemilikan kendaraan dapat mengakibatkan penurunan permintaan terhadap layanan tersebut. Sebagai rekomendasi, perusahaan disarankan untuk menyajikan tawaran promosi yang lebih menarik, menyesuaikan harga dengan cakupan regional, dan mempertimbangkan dampak kepemilikan kendaraan yang meningkat dalam penyesuaian model bisnis mereka.

查看原文本刊更多论文

价格、促销和车辆拥有量如何影响学生对在线 Ojek 的需求？ Siliwangi 大学学生的案例研究

本研究旨在确定价格、促销和车辆拥有量对网约摩托车出租车服务需求的个体和集体影响。本研究以 2021-2022 学年西里望基大学的学生为调查对象，调查总人数为 14150 人，选取 100 名学生作为样本。本研究采用了 SEM-PLS 方法。通过观察、问卷调查和文献综述收集数据。研究结果表明，价格和促销对网络电单车出租车服务需求的影响是正向的，且具有显著性。这意味着，随着价格越来越实惠，促销活动越来越有吸引力，网约摩托车出租车服务的需求就会增加。另一方面，车辆拥有量对网约摩托车出租车服务需求有显著的负面影响，表明车辆拥有量的增加可能会导致对此类服务需求的减少。作为建议，建议公司提供更具吸引力的促销优惠，根据地区覆盖范围调整价格，并在调整业务模式时考虑车辆拥有量增加的影响。本研究旨在确定价格、促销和车辆拥有量如何部分或共同影响对在线摩托车出租车服务的需求。2021-2022学年的西里旺吉大学学生是本研究的调查对象，总人数为14150人，其中100名学生为样本。本研究采用 SEM-PLS 方法。通过观察、问卷调查和文献综述收集数据。结果表明，价格和促销各自对在线 ojek 服务需求的影响是正向且显著的。也就是说，价格越实惠，促销越吸引人，对在线 ojek 服务的需求就越大。另一方面，汽车保有量对在线 ojek 服务的需求有显著的负面影响，表明汽车保有量的增加会导致对这些服务的需求减少。作为一项建议，建议公司提供更具吸引力的促销优惠，根据地区覆盖范围调整价格，并在调整业务模式时考虑车辆拥有量增加的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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WELFARE Jurnal Ilmu Ekonomi

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