Pengaruh Harga, Promosi Dan E-Service Quality Terhadap Minat Beli Ulang Konsumen Pada Aplikasi Grab

Abstract

Information technology has increasingly developed recently. The impact of developments in the transportation sector is also felt with the emergence of online-based transportation service businesses, one of which is Grab. This research aims to see the significant effect of price, promotion, and e-service quality on consumer repurchase interest in the Grab Application. In this research, the population that will be used is consumers who have used the Grab application and live in DKI Jakarta. The sample for this research was determined using a non-probability sampling method with a purposive sampling type with 100 respondents. Data collection is carried out via Google Forms. Data analysis was carried out using the PLS-SEM (Partial Least Square - Structural Equation Model) method by carrying out convergent validity, discriminant validity, composite reliability, R Square, and t-test. The results of the data analysis show that price, promotion, and e-service quality have a positive and significant effect on consumer repurchase interest in the Grab Application. Thus, if prices, promotions, and service quality improve according to consumers, Grab customers' interest in making repeat purchases will increase. Kata kunci: E-Service Quality, Price, Repurchase Intention, Promotion, Online Transportation Abstrak Kemajuan teknologi informasi yang semakin berkembang ikut membawa perubahan dalam bidang transportasi. Banyak bermunculan bisnis jasa trasportasi berbasis online, salah satunya ialah Grab. Tujuan dari penelitian ini adalah untuk melihat apakah terdapat pengaruh harga, promosi dan e-service quality terhadap minat beli ulang konsumen pada Aplikasi Grab. Dalam penelitian ini, populasi yang akan digunakan adalah konsumen yang pernah menggunakan aplikasi Grab yang berdomisili di DKI Jakarta. Sampel penelitian ini ditentukan melalui metode non probability sampling dengan jenis purposive sampling dengan jumlah responden sebanyak 100 responden. Pengumpulan data dilakukan melalui Google Form. Analisis data dilakukan dengan metode PLS-SEM (Partial Least Square – Structural Equation Model) dengan melakukukan convergent validity, discriminant validity, composite reliability, R Square serta Uji-t. Hasil analisis data menunjukkan bahwa harga, promosi dan e-servoce quality berpengaruh positif dan signifikan terhadap minat beli ulang konsumen pada Aplikasi Grab. Dengan demikian, jika harga, promosi, dan kualitas layanan semakin baik menurut konsumen, maka minat pelanggan Grab untuk melakukan pembelian berulang akan meningkat. Keywords: E-Service Quality, Harga, Minat Beli Ulang, Promosi, Transportasi Online