Abstract
Online motorcycle taxi service providers become business opportunities that grow and develop. The development of digital business opportunities is also supported by the increasingly widespread service users. This research aims to determine the characteristics of online motorcycle taxi service users and the attributes that are priority for users. In this study, several methods are used and integrated include: e-ServQual, IPA (importance-performance analysis), Kano Model, and House of Quality. The measurement result of the consumer satisfaction index is 55.58%, meaning that the consumers are quite satisfied with the online service. Based on the findings of this study, the attributes prioritized by consumers are the punctuality of the driver's arrival as stated in the application (attribute 14), the driver confirms the customer's order quickly (attribute 15), and the driver is easy to obtain (attribute 17). Finally, this study also recommends corrective actions to these service providers, among others: maintaining server reliability with a relative importance of 21.4%, regularly conducting driver training with a relative importance of 15.2%, and increasing the number of drivers with a relative importance 4.3%.
Highlights
Online motorcycle taxi service providers become business opportunities that grow and develop
Paper presented at The 8th SNMI (TI-36)
Journal of Academy of Marketing Science, 21(1), 1-12
Summary
Q24 Aplikasi ojek online dapat memberikan keamanan dalam transaksi pembayaran online. Matriks importance-performance analysis (IPA), dikenal pula sebagai quadrant analysis, pertama kali diperkenalkan oleh Martilla & James (1977) dan diaplikasikan dalam penelitian ini dengan tujuan untuk mengukur hubungan antara persepsi konsumen dan prioritas peningkatan kualitas produk/jasa (dikutip dari Tjiptono & Chandra, 2007). Model Kano bertujuan untuk mengategorikan atribut-atribut dari produk maupun jasa berdasarkan seberapa baik produk tersebut mampu memuaskan kebutuhan pelanggan, seperti ditunjukkan pada Gambar 1. Matriks house of quality (HOQ) digunakan untuk mengembangkan dan memperbaiki kualitas dari atribut-atribut penentu yang menjadi prioritas utama berdasarkan pertimbangan dari importanceperformance analysis dan model Kano. Matriks HOQ ini mendeskripsikan apa saja yang menjadi kebutuhan dan harapan pelanggan serta bagaimana memenuhinya, seperti dapat dilihat pada Gambar 2.
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