Factors that Influence Consumers’ Perception towards Service Innovation Provided by Gojek in Indonesia

Abstract

The remarkable growth of technology in business and internet has rapidly risen in recent years in various industries. Driven by consumers, service quality and innovation in the online transportation service have attracted people’s interest and become the key factors to build competitive advantage. In Indonesia, transportation is an essential issue to be discussed since the ownership of individual vehicles is growing rapidly. Thus, the development of Gojek as the platform for people to share rides is a good idea to reduce the number of individuals riding or driving their own vehicles. This study was conducted to determine the factors that influence consumers’ perception and investigate the correlation between specific demographic variables and consumers’ perception towards service innovation provided by Gojek in Tanjungpinang. All of 8 specified hypotheses were analyzed by multiple regression and Pearson's correlation. As a result, Five out of eight hypotheses are positively affected and have influenced while rest are rejected and have no influence on the consumers’ perception towards service innovation. The findings of this study, in the form of propositions, provide a foundation for future improvement, highlight the gap that must be solved and fixed while having a number of implications for both practitioners and academics.