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Abstrak :
Besarnya pangsa pasar transportasi online menjadikan persaingan ketat antara penyedia jasa ojek online di Indonesia. Faktor ini menjadi salah satu faktor yang memengaruhi adanya persaingan harga antar penyedia jasa ojek online. Keberadaan ojek online di Indonesia pun membantu mitra pengemudi dalam meningkatkan perekonomian, belum dengan ditambah tip yang acapkali mereka dapatkan dari konsumen Indonesia. Di penelitian ini, peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari promosi harga, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping serta religuisitas intrinsik dan ekstrinsik terhadap intensi mayoritas penduduk Indonesia, yaitu konsumen muslim dalam memberi tip terhadap mitra ojek online. Data dikumpulkan melalui self-administrated questionnaire kepada responden muslim pengguna ojek online dan pernah menggunakan promosi harga yang diberikan ojek online di Indonesia.  Hasil dari penelitian ini adalah promosi harga, feelings of gatitude towards price promotion, perceived sacrifice to tipping, dan religiusitas intrinsik yang mempunya pengaruh atas intensi memberi tip terhadap mitra ojek online. Sedangkan, price consciousness dan religiusitas ekstrinsik tidak memiliki pengaruh yang signifikan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku industri yang bergerak di bidang transportasi online untuk mengambil keputusan tentang bauran pemasaran terutama di aspek promosi dan harga. ......The large market share of online transportation creates a heavy competition between online motorcycle taxi service providers in Indonesia. This factor is one of the factors that influence price competition among online motorcycle taxi service providers. The existence of online motorcycle taxis in Indonesia also helps online motorcycle taxi driver to improve to their welfare, not to mention with the added tip they often get from the consumers. In this study, researchers used Structural Equation Modeling (SEM) to analyze the impact of price promotion, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping, also intrinsic and extrinsic religiosity on the intentions of the majority of the Indonesian population, Muslim consumers in giving tip to online motorcycle taxi drivers. Data was collected through a self-administrated questionnaire to Muslim respondents who use online motorcycle taxi and have used price promotions that was given by online motorcycle taxi in Indonesia. The results of this study are price promotion, feelings of gratitude towards price promotion, perceived sacrifice to tipping, and intrinsic religiosity have an influence on the intention to tip. Meanwhile, price consciousness and extrinsic religiosity do not have a significant effect to online motorcycle taxi drivers tipping. The results of this study can be used as a reference for industry players engaged in online transportation to make decisions about their marketing mix, especially in the aspects of promotion and price.

 

Abstrak :

Besarnya pangsa pasar transportasi online menjadikan persaingan ketat antara penyedia jasa ojek online di Indonesia. Faktor ini menjadi salah satu faktor yang memengaruhi adanya persaingan harga antar penyedia jasa ojek online. Keberadaan ojek online di Indonesia pun membantu mitra pengemudi dalam meningkatkan perekonomian, belum dengan ditambah tip yang acapkali mereka dapatkan dari konsumen Indonesia. Di penelitian ini, peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari promosi harga, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping serta religuisitas intrinsik dan ekstrinsik terhadap intensi mayoritas penduduk Indonesia, yaitu konsumen muslim dalam memberi tip terhadap mitra ojek online. Data dikumpulkan melalui self-administrated questionnaire kepada responden muslim pengguna ojek online dan pernah menggunakan promosi harga yang diberikan ojek online di Indonesia.  Hasil dari penelitian ini adalah promosi harga, feelings of gatitude towards price promotion, perceived sacrifice to tipping, dan religiusitas intrinsik yang mempunya pengaruh atas intensi memberi tip terhadap mitra ojek online. Sedangkan, price consciousness dan religiusitas ekstrinsik tidak memiliki pengaruh yang signifikan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku industri yang bergerak di bidang transportasi online untuk mengambil keputusan tentang bauran pemasaran terutama di aspek promosi dan harga.

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......The large market share of online transportation creates a heavy competition between online motorcycle taxi service providers in Indonesia. This factor is one of the factors that influence price competition among online motorcycle taxi service providers. The existence of online motorcycle taxis in Indonesia also helps online motorcycle taxi driver to improve to their welfare, not to mention with the added tip they often get from the consumers. In this study, researchers used Structural Equation Modeling (SEM) to analyze the impact of price promotion, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping, also intrinsic and extrinsic religiosity on the intentions of the majority of the Indonesian population, Muslim consumers in giving tip to online motorcycle taxi drivers. Data was collected through a self-administrated questionnaire to Muslim respondents who use online motorcycle taxi and have used price promotions that was given by online motorcycle taxi in Indonesia. The results of this study are price promotion, feelings of gratitude towards price promotion, perceived sacrifice to tipping, and intrinsic religiosity have an influence on the intention to tip. Meanwhile, price consciousness and extrinsic religiosity do not have a significant effect to online motorcycle taxi drivers tipping. The results of this study can be used as a reference for industry players engaged in online transportation to make decisions about their marketing mix, especially in the aspects of promotion and price.

 

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh perceived sacrifice, perceived risk, perceived benefit, dan perceived quality terhadap perceived purchased equity dan intention pembelian group order dalam studi kasus kolektor merchandise K-pop. Desain penelitian ini adalah konslusif deskriptif. Metode pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online menggunakan Google Form melalui sosial media. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan 399 responden yang memenuhi kualifikasi, yaitu kolektor merchandise K-pop yang berusia 15 hingga 29 dari seluruh Indonesia dengan ketentuan pernah melakukan pembelian melalui group order. Data dianalisis menggunakan Covariance based Structural Equation Modeling (CB-SEM) dengan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel perceived sacrifice, perceived benefit, perceived quality berpengaruh signifikan terhadap perceived purchased equity. Sementara itu, variabel perceived risk tidak berpengaruh signifikan terhadap perceived purchased equity. Kemudian, variabel perceived purchased equity berpengaruh signifikan terhadap group order intention. ......The purpose of this research is to analyze the effect of perceived sacrifice, perceived risk, perceived benefit, and perceived quality on perceived purchased equity and group order purchase intention on study of K-pop merchandise collectors. The research design is descriptive conclusive. The data were collected though questionnaires using Google Forms and distributed via social media. The sampling method used was purposive sampling with 399 qualified respondents, that are K-pop merchandise collectors aged 15 to 29 from all over Indonesia with the provision that they had made a purchase through a group order. Data were analyzed using Covariance based Structural Equation Modeling (CB-SEM) with LISREL 8.80. The results showed that the variables perceived sacrifice, perceived benefit, perceived quality have significant effect on perceived purchased equity. Meanwhile, perceived risk has no significant effect on perceived purchased equity. Then, the variable perceived purchased equity has a significant effect on group order intention.

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh perceived sacrifice, perceived risk, perceived benefit, dan perceived quality terhadap perceived purchased equity dan intention pembelian group order dalam studi kasus kolektor merchandise Kpop. Desain penelitian ini adalah konslusif deskriptif. Metode pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online menggunakan Google Form melalui sosial media. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan 399 responden yang memenuhi kualifikasi, yaitu kolektor merchandise K-pop yang berusia 15 hingga 29 dari seluruh Indonesia dengan ketentuan pernah melakukan pembelian melalui group order. Data dianalisis menggunakan Covariance based Structural Equation Modeling (CB-SEM) dengan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel perceived sacrifice, perceived benefit, perceived quality berpengaruh signifikan terhadap perceived purchased equity. Sementara itu, variabel perceived risk tidak berpengaruh signifikan terhadap perceived purchased equity. Kemudian, variabel perceived purchased equity berpengaruh signifikan terhadap group order intention. ......The purpose of this research is to analyze the effect of perceived sacrifice, perceived risk, perceived benefit, and perceived quality on perceived purchased equity and group order purchase intention on study of K-pop merchandise collectors. The research design is descriptive conclusive. The data were collected though questionnaires using Google Forms and distributed via social media. The sampling method used was purposive sampling with 399 qualified respondents, that are Kpop merchandise collectors aged 15 to 29 from all over Indonesia with the provision that they had made a purchase through a group order. Data were analyzed using Covariance based Structural Equation Modeling (CB-SEM) with LISREL 8.80. The results showed that the variables perceived sacrifice, perceived benefit, perceived quality have significant effect on perceived purchased equity. Meanwhile, perceived risk has no significant effect on perceived purchased equity. Then, the variable perceived purchased equity has a significant effect on group order intention.