ANALISIS KEPUTUSAN PENGGUNAAN TRANSPORTASI ONLINE GO-JEK DI KECAMATAN KUTA UTARA, KABUPATEN BADUNG
DOI:
https://doi.org/10.32795/dd71gj23Keywords:
Online Transportation, Internal Factors, External Factors, Go-Jek User DecisionAbstract
Online transportation is a form of road traffic and transportation management that utilizes technological developments. One of the currently popular transportation service products is online Android-based land transportation, such as Go-Jek. The purpose of this study was to analyze the internal and external factors influencing the decision to use Go-Jek by residents in North Kuta District, Badung Regency, a rapidly developing area due to tourism development. Data collection was conducted through the distribution of 400 questionnaires, after the questionnaires were declared valid and reliable. The Likert-scale questionnaire asked respondents to select their perceptions by selecting from the available answers, ranging from strongly disagree (1) to strongly agree (5). Data analysis used multiple linear regression statistics. The results showed that internal and external factors had a significant positive effect on the decision to use Go-Jek, with t = 3.719 and 10.965 > t = 1.966, respectively, and both had a significance value of 0.000 < 0.05. Both factors simultaneously had a significant positive effect, with an F-value of 4,907.427 > F-value of 0.025. Both factors had a very strong influence, with a coefficient of determination (R2) of 0.961 (96.1%). The resulting Go-Jek user decision model was Y = 0.447 + 0.130X1 + 0.452X2.
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