SAPUTRI, VERANI NIKEN (2023) PENGARUH SALES PROMOTION, ONLINE CUSTOMER REVIEW, DAN PLATFORM TRUST TERHADAP BRAND SWITCHING PADA PENGGUNAAN TRANSPORTASI ONLINE DI KOTA MALANG. Masters thesis, UNIVERSITAS MA CHUNG.
|
Text
06 111910084_Abstrak.pdf Download (186kB) | Preview |
|
|
Text
12 111910084_BAB 1.pdf Download (414kB) | Preview |
|
|
Text
13 111910084_BAB 2.pdf Download (455kB) | Preview |
|
![[img]](http://repository.machung.ac.id/style/images/fileicons/text.png) |
Text
14 111910084_BAB 3.pdf Restricted to Registered users only Download (615kB) |
|
|
Text
15 111910084_BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
16 111910084_BAB 5.pdf Download (192kB) | Preview |
|
|
Text
17 111910084_Daftar Pustaka.pdf Download (326kB) | Preview |
Abstract
Transportation has become one of the primary needs for society. The use of motor vehicles continues to increase each year in accordance with the needs of the people.
Online transportation has become the right choice to reduce traffic congestion. Online transportation refers to the movement of people or goods that utilizes internet-based technology. There are several companies operating in the online transportation sector with different fare offerings. Therefore, it is crucial for companies to maintain consumer loyalty and prevent consumers from switching brands. There are several factors that influence consumers to switch brands, one of which is expensive fares and application errors. The study aims to analyze and determine the influence of sales promotion, online customer reviews, and platform trust on brand switching in the use of online transportation Malang city. This study uses a causal quantitative approach. The population used is the users of online transportation applications in the city of Malang, with a sample size of 349 respondents. Non-random sampling technique with purposive sampling method was used. Based on the data processing results, it can be concluded that the variables of sales promotion and online customer reviews have a positive and significant influence on brand switching. However, the results for the platform trust variable show a contrary direction of influence on brand switching. Therefore, sales promotion and online customer reviews can encourage consumers to switch brands.
A high level of platform trust prevents consumers from switching brands and fosters loyalty to the platform.
Keywords: Brand Switching, Sales Promotion, Online Customer Reviews, Platform Trust, Online Transportation.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:04 |
| Last Modified: | 25 Oct 2024 02:04 |
| URI: | http://repository.machung.ac.id/id/eprint/228 |
Actions (login required)
 |
View Item |
