Analisis Komparatif Strategi Digital Marketing terhadap Keputusan Penggunaan Jasa Transportasi Online Gojek dan Grab di Kabupaten Karawang

Authors

  • Gina Maulidia Universitas Singaperbangsa Karawang
  • Ina Ratnasari Universitas Singaperbangsa Karawang

DOI:

https://doi.org/10.36982/jiegmk.v12i1.1520

Abstract

The development of the transportation service industry is currently very fast. Especially in several big cities including Karawang district. Along with digital development, traditional transportation has become online transportation. Online transportation services that are currently very well known and often seen by the public are Gojek and Grab. This study aims to analyze digital marketing strategies on purchasing decisions in Karawang Regency. There are 100 respondents who use Gojek and Grab online transportation in Karawang Regency. This research uses quantitative methods. The analysis technique used is quantitative and descriptive analysis. In the verification analysis method used Simple Linear Regression analysis. The hypothesis sought is the partial effect or t-test and comparative t-test. In the test based on the research results it was found that there was a partial influence between digital marketing strategies on purchasing decisions. And based on the Comparative t-test research, there are differences between Go-Jek companies and Grab companies.

References

Arifai, A. A., & Trihandayani, Z. (2018). Harga, Kualitas Produk dan Merek terhadap Keputusan Pembelian Tas KW Cartier di Kalangan Mahasiswi sebagai Penunjang Penampilan Kuliah. Jurnal Ilmiah Ekonomi Global Masa Kini, 8(3), 16-22.

Aspiani, 2018. (2017). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Pengguna Jasa Transportasi Grab Online di Kota Makassar. Jurnal Holistik, 4, 9–15.

Azizah, A., & Adawia, P. R. (2018). Analisis Perkembangan Industri Transportasi Online Di Era Inovasi Distruptif Area (Studi Kasus PT Gojek Indonesia). Cakrawala - Jurnal Humaniora, 18(2), 149–156.

Intan Lina Katrin, H.p Diyah Setyorini, M. (2015). Pengaruh Promosi Terhadap Keputusan Pembelian di Restoran Javana Bistro Bandung. Jurnal Holistik, 246–254.

Irawan, D., Marnisah, L., & Azrai’e, K. R. (2018). Analisis Produk dan Harga terhadap Keputusan Mahasiswa Universitas IGM Membeli Smartphone Samsung. Jurnal Ilmiah Ekonomi Global Masa Kini, 8(2), 35-41.

Kholis, A. M., & Ferdian, A. (2019). Pengaruh. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 7(1), 1.

Kotler dan Keller. (2012). Manajemen Pemasaran. (Bob Sabran, Ed.) (ketigabela). Jakarta: Erlangga.

Krisnawati, I., Ubaidi, I. A., Rais, H., & Batu, R. L. (2019). Strategi digital marketing dalam perdagangan hasil tani untuk meningkatkan pendapatan Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 10(2), 70-75.

Liesander, I., & Dharmayanti, D. (2017). Pengaruh Digital Marketing Terhadap Organizational Performance dengan Intellectual Capital dan Perceived Quality Sebagai Variabel Intervening pada Industri Hotel Bintang Lima di Jawa Timur. Jurnal Strategi Pemasaran, 2(4), 1-13.

Mileva, L., & Dh, ahmad fauzi. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian ( Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014 / 2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks. Jurnal Administrasi Bisnis (JAB), 58(1), 190–199.

Sanjaya, Ridwan dan Josua Tarigan. 2009. Creative Digital Marketing. Jakarta: PT Elex Media Komputindo.

Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sumarwan, Ujang. 2014. Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran, Ghalia Indonesia. Bogor.

Susanti, N., Halin, H., & Kurniawan, M. (2018). Pengaruh Bauran Pemasaran (4P) terhadap Keputusan Pembelian Perumahan PT Berlian Bersaudara Propertindo (Studi Kasus Perumahan Taman Arizona 1 Taman Arizona 2 dan Taman Arizona 3 di Talang Jambi Palembang). Jurnal Ilmiah Ekonomi Global Masa Kini, 8(1), 43-49.

Tumuwe, R., Damis, M., & Mulianti, T. (2018). Pengguna Ojek Online Di Kalangan Mahasiswa Universitas Sam Ratulangi Manado. Jurnal Holistik, 0(0).

Utomo, H., Muh, E., Jonemaro, A., & Ananta, M. T. (2017). Perbandingan Usabilitas Aplikasi Taxi Online Android ( Grab-car dan Uber ) Menggunakan Unified Theory of Acceptance and Use of Technology ( UTAUT ). Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer Vol., 1(12), 1708–1717.

Downloads

Published

2021-07-10

How to Cite

Maulidia, G., & Ratnasari, I. (2021). Analisis Komparatif Strategi Digital Marketing terhadap Keputusan Penggunaan Jasa Transportasi Online Gojek dan Grab di Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 12(1), 51–57. https://doi.org/10.36982/jiegmk.v12i1.1520

Issue

Vol. 12 No. 1

Section

Articles

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

 

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.

 

LP2M Indo Global Mandiri University has the right to multiply and distribute the article and every author is not allowed to publish the same article that has been published in this journal.