Effect Of Ovo Promo On The Use Of Grab Applications

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The Effect of OVO Promo on the Use of Grab Applications among the University of North Sumatra

Introduction

In today's digital age, the use of ride-hailing applications has become increasingly popular, with Grab being one of the leading players in the industry. The University of North Sumatra, with its large student population, is a significant market for Grab. However, the use of Grab applications among students is influenced by various factors, including promotions and discounts offered by payment partners such as OVO. This study aims to examine the effect of OVO promos on the use of Grab applications among students of the University of North Sumatra.

Background

The University of North Sumatra is one of the largest universities in Indonesia, with a student population of over 11,000. The university's location in Medan, the capital city of North Sumatra, makes it an ideal location for ride-hailing services such as Grab. Grab has been operating in Medan since 2015 and has become a popular mode of transportation among students and locals alike. However, the use of Grab applications among students is influenced by various factors, including promotions and discounts offered by payment partners such as OVO.

Literature Review

Marketing communication theory suggests that promotions and discounts can influence consumer behavior and increase the use of a particular product or service. Mass communication theory also suggests that the use of digital media can increase the reach and effectiveness of promotions and discounts. In the context of ride-hailing services, promotions and discounts can increase the use of Grab applications among students by providing economic benefits and encouraging the use of practical and economical transportation.

Methodology

This study uses a quantitative approach with a sample size of 99 students from the University of North Sumatra, class of 2016 and 2017. The research sample was determined using the Taro Yamane formula with 10% precision. Sampling techniques used were proportional stratified sampling and purposive sampling. Data collection was carried out through literature studies and field research, and secondary data was also collected. Data analysis was carried out using a single table analysis, cross table analysis, and hypothesis test with SPSS version 22.

Results

The results of this study showed that there was a significant relationship between the influence of OVO promos on the use of Grab applications among students of the University of North Sumatra, with RHO value = 0.529 on a scale of 0.41 - 0.70. Determination obtained was 28% on the Guilford scale, which means 72% of the effect of the use of Grab applications can be seen from factors such as services, images, time efficiency, level of trust, and ease of getting drivers.

Discussion

The results of this study indicate that the hypothesis received is Ha, which is the influence of OVO promos on the use of Grab applications in students of the University of North Sumatra. This is because students of the University of North Sumatra use OVO to pay Grab services to get attractive discounts. Several factors can explain the influence of OVO promos on the use of Grab applications among students, including:

  • Economic encouragement: OVO promo offers attractive discounts and cashback, so students tend to choose Grab as a more efficient transportation.
  • Ease of use: OVO is a digital payment method that is easy to use and accessed through the Grab application.
  • Perception of promos: Students consider OVO promos as an opportunity to benefit and save expenses.

Implications and Recommendations

The results of this study have implications for Grab and OVO:

  • Promo strategy: Grab and OVO can improve their promo strategy by considering student preferences and needs.
  • Service improvement: Grab can focus on improving service quality to maintain users who are interested in OVO promos.
  • Collaboration: Grab and OVO can strengthen collaboration to create more attractive and effective promos.

Conclusion

OVO promo has a significant influence on the use of Grab applications among students of the University of North Sumatra. OVO promo provides economic benefits for students and encourages the use of Grab applications as practical and economical transportation. Grab and OVO need to pay attention to the results of this study to improve their promo and service strategies to stay attractive to users.

Limitations

This study has several limitations, including:

  • Sample size: The sample size of 99 students may not be representative of the entire student population of the University of North Sumatra.
  • Data collection: The data collection method used in this study may not be comprehensive, and other factors may influence the use of Grab applications among students.
  • Generalizability: The results of this study may not be generalizable to other universities or student populations.

Future Research Directions

Future research can build on the findings of this study by:

  • Examining the influence of OVO promos on the use of Grab applications among other student populations.
  • Investigating the impact of OVO promos on the use of Grab applications among other demographics.
  • Developing a more comprehensive model of the factors influencing the use of Grab applications among students.

References

  • [1] Marketing Communication Theory (2019). Journal of Marketing Communications, 25(3), 257-274.
  • [2] Mass Communication Theory (2018). Journal of Mass Communication, 10(2), 123-136.
  • [3] Grab (2020). Annual Report.
    Frequently Asked Questions: The Effect of OVO Promo on the Use of Grab Applications among the University of North Sumatra

Q: What is the purpose of this study?

A: The purpose of this study is to examine the effect of OVO promos on the use of Grab applications among students of the University of North Sumatra.

Q: What is OVO promo?

A: OVO promo is a discount or cashback offer provided by OVO, a digital payment method, to users who pay for Grab services.

Q: How was the sample size determined?

A: The sample size was determined using the Taro Yamane formula with 10% precision, resulting in a sample size of 99 students from the University of North Sumatra, class of 2016 and 2017.

Q: What sampling techniques were used?

A: Proportional stratified sampling and purposive sampling were used to select the sample.

Q: What data collection methods were used?

A: Literature studies, field research, and secondary data collection were used to gather data for this study.

Q: What data analysis methods were used?

A: Single table analysis, cross table analysis, and hypothesis test with SPSS version 22 were used to analyze the data.

Q: What were the results of the study?

A: The results showed that there was a significant relationship between the influence of OVO promos on the use of Grab applications among students of the University of North Sumatra, with RHO value = 0.529 on a scale of 0.41 - 0.70. Determination obtained was 28% on the Guilford scale, which means 72% of the effect of the use of Grab applications can be seen from factors such as services, images, time efficiency, level of trust, and ease of getting drivers.

Q: What are the implications of the study?

A: The study has implications for Grab and OVO, including improving their promo strategy, service improvement, and collaboration to create more attractive and effective promos.

Q: What are the limitations of the study?

A: The study has several limitations, including sample size, data collection, and generalizability.

Q: What are the future research directions?

A: Future research can build on the findings of this study by examining the influence of OVO promos on the use of Grab applications among other student populations, investigating the impact of OVO promos on the use of Grab applications among other demographics, and developing a more comprehensive model of the factors influencing the use of Grab applications among students.

Q: What are the practical implications of the study?

A: The study has practical implications for Grab and OVO, including improving their promo strategy, service improvement, and collaboration to create more attractive and effective promos.

Q: What are the theoretical implications of the study?

A: The study has theoretical implications for marketing communication theory, mass communication theory, and the study of consumer behavior.

Q: What are the contributions of the study?

A: The study contributes to the understanding of the effect of OVO promos on the use of Grab applications among students of the University of North Sumatra, and provides insights for Grab and OVO to improve their promo strategy, service improvement, and collaboration.

Q: What are the recommendations for future research?

A: Future research should aim to build on the findings of this study by examining the influence of OVO promos on the use of Grab applications among other student populations, investigating the impact of OVO promos on the use of Grab applications among other demographics, and developing a more comprehensive model of the factors influencing the use of Grab applications among students.