Analysis Of Factors Affecting Demand For Gojek Online Transportation In Students Of The Faculty Of Economics And Business, University Of North Sumatra

by ADMIN 151 views

Introduction

The demand for transportation continues to increase along with the growth of the population each year. In this digital era, one of the innovations that emerged was online transportation services, Gojek. Gojek is not just a transportation service, but a solution to facilitate various daily needs of the community. This study aims to analyze the factors that influence demand for Gojek among students of the Faculty of Economics and Business, University of North Sumatra.

Background of the Study

The rise of online transportation services has revolutionized the way people travel. Gojek, one of the leading online transportation services in Indonesia, has become a popular choice among students and working professionals. The service offers a convenient and affordable way to travel, making it an attractive option for those who value time and convenience. However, the demand for Gojek services is not solely driven by the convenience and affordability of the service. There are several factors that influence the demand for Gojek among students, including the tariff, payment methods, service quality, and promotions.

Research Methodology

In this study, researchers used primary data obtained through questionnaires distributed to 90 students from the Faculty of Economics and Business, University of North Sumatra. The data analysis process was carried out with the help of SPSS version 26 software and EViews version 10, with Ordinary Least Square (OLS) analysis techniques. The OLS method allows researchers to understand how much influence each variable on online transportation service demand.

Research Findings

The analysis results show that the tariff variable has a negative and insignificant influence on Gojek demand. This indicates that the tariff increase does not necessarily make students decrease in using this service. Conversely, variable payment methods and service quality, as well as promotion are proven to have a positive and significant influence. Students tend to choose Gojek because of the ease of conducting transactions and satisfying service quality, which ultimately increases their requests.

In addition, this study found that all independent variables in the model had a simultaneous influence on the demand for Gojek online transportation. From the results of the analysis, it is known that the independent variable is able to explain 74% variations of Gojek demand, while the remaining 26% are influenced by other factors that are not examined in this study. This shows that there are still other aspects, such as user habits, competitors, or even socio-economic conditions that can influence student decisions in using Gojek services.

Additional Analysis and Explanation

The identification of the effect of tariffs on Gojek demand can be interpreted that students consider more other factors that are more relevant for them, such as ease of access and speed of service. In this context, Gojek has a competitive advantage by offering user-friendly applications and various payment options that facilitate transactions.

Meanwhile, attractive promotions and responsive services contribute to customer satisfaction. This is important to be observed by Gojek to continue to improve services and provide added value for users, given the competition in the online transportation sector is getting tougher. Therefore, a more focused and innovative marketing strategy is needed to continue to win the hearts of consumers.

Implications of the Study

This study provides insight for policy makers and Gojek management to better understand the needs of students as potential consumers. The development of new features that can improve user experience, as well as more effective promotional strategies, will be very helpful in increasing Gojek's market share among students.

Conclusion

Overall, this study shows that the tariff factor does not significantly affect the demand for Gojek, while the payment, service, and promotion methods have a greater impact. In the future, it is important for Gojek to continue to innovate and understand more about consumer behavior to remain the first choice in online transportation services.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Gojek should continue to improve its services and provide added value for users, such as offering user-friendly applications and various payment options.
  • Gojek should develop more effective promotional strategies to attract and retain customers.
  • Gojek should conduct further research to understand more about consumer behavior and preferences.
  • Policy makers should consider the needs of students as potential consumers and develop policies that support the growth of online transportation services.

Limitations of the Study

This study has several limitations, including:

  • The sample size is limited to 90 students from the Faculty of Economics and Business, University of North Sumatra.
  • The study only examines the factors that influence demand for Gojek among students and does not consider other factors that may influence demand.
  • The study only examines the demand for Gojek among students and does not consider the demand for other online transportation services.

Future Research Directions

Future research should aim to:

  • Examine the factors that influence demand for Gojek among other groups, such as working professionals and elderly people.
  • Examine the impact of other factors, such as user habits, competitors, and socio-economic conditions, on demand for Gojek.
  • Examine the demand for other online transportation services and compare it with the demand for Gojek.

Conclusion

In conclusion, this study provides insight into the factors that influence demand for Gojek among students of the Faculty of Economics and Business, University of North Sumatra. The study shows that the tariff factor does not significantly affect the demand for Gojek, while the payment, service, and promotion methods have a greater impact. The study provides recommendations for Gojek management and policy makers to improve services and provide added value for users. Future research should aim to examine the factors that influence demand for Gojek among other groups and examine the impact of other factors on demand for Gojek.

Frequently Asked Questions

Q1: What is the main objective of this study?

A1: The main objective of this study is to analyze the factors that influence demand for Gojek online transportation among students of the Faculty of Economics and Business, University of North Sumatra.

Q2: What methods were used to collect data for this study?

A2: The data for this study was collected through questionnaires distributed to 90 students from the Faculty of Economics and Business, University of North Sumatra.

Q3: What is the significance of the tariff variable in this study?

A3: The tariff variable has a negative and insignificant influence on Gojek demand, indicating that the tariff increase does not necessarily make students decrease in using this service.

Q4: What are the factors that have a significant influence on Gojek demand?

A4: The factors that have a significant influence on Gojek demand are payment methods, service quality, and promotions.

Q5: What is the implication of this study for Gojek management?

A5: The study provides insight for Gojek management to better understand the needs of students as potential consumers and to develop more effective promotional strategies to attract and retain customers.

Q6: What is the limitation of this study?

A6: The sample size is limited to 90 students from the Faculty of Economics and Business, University of North Sumatra, and the study only examines the factors that influence demand for Gojek among students and does not consider other factors that may influence demand.

Q7: What are the future research directions for this study?

A7: Future research should aim to examine the factors that influence demand for Gojek among other groups, such as working professionals and elderly people, and to examine the impact of other factors, such as user habits, competitors, and socio-economic conditions, on demand for Gojek.

Q8: What is the significance of this study for policy makers?

A8: The study provides insight for policy makers to better understand the needs of students as potential consumers and to develop policies that support the growth of online transportation services.

Q9: What are the recommendations of this study for Gojek management and policy makers?

A9: The study recommends that Gojek management should continue to improve its services and provide added value for users, and that policy makers should consider the needs of students as potential consumers and develop policies that support the growth of online transportation services.

Q10: What is the conclusion of this study?

A10: The study concludes that the tariff factor does not significantly affect the demand for Gojek, while the payment, service, and promotion methods have a greater impact, and that Gojek management and policy makers should consider the needs of students as potential consumers and develop more effective promotional strategies to attract and retain customers.

Additional Questions and Answers

Q11: What is the role of user-friendly applications in Gojek's success?

A11: User-friendly applications play a significant role in Gojek's success, as they provide a convenient and easy-to-use platform for customers to access and use the service.

Q12: How does Gojek's payment system contribute to its success?

A12: Gojek's payment system contributes to its success by providing a variety of payment options, such as credit cards, debit cards, and mobile payments, which make it easy for customers to pay for the service.

Q13: What is the impact of promotions on Gojek's demand?

A13: Promotions have a significant impact on Gojek's demand, as they provide customers with incentives to use the service and increase their satisfaction with the service.

Q14: How does Gojek's service quality contribute to its success?

A14: Gojek's service quality contributes to its success by providing customers with a high-quality and reliable service that meets their needs and expectations.

Q15: What are the future challenges for Gojek?

A15: The future challenges for Gojek include increasing competition from other online transportation services, maintaining a high level of service quality, and continuing to innovate and improve its services to meet the changing needs of its customers.