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The Decision in Using Land Transportation Based on Online Application Influenced by Media Exposure and Characteristics of Innovation
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Transportation is one of the important factors that support economic, social, cultural, political and security
developments that affect the progress of the nation. Transportation services evolved all efforts to serve the public
interest into commercial services. The competition scheme in the transportation industry is also increasing. The public
transportation network is an integral part of infrastructure planning at the regional, national and international levels.
Technology nowadays makes transportation companies develop new applications in the selection of transportation
modes, namely by using applications, this online-based transportation service is also called the online transport, which
appeared in Indonesia began to exist in year 2014. At the beginning, it was started by the Uber application that carries
UberTaxi as an online application-based transportation service business. Then followed by the appearance of Gojek,
Grab, and other online-based applications. (Philip Kotler, Hermawan Kartajaya, & Iwan Setiawan, 2010) stated that
new wave technology is a technology that enables connectivity and interactivity between individuals and groups.
Utilization of purchasing services through social media in addition has given many benefits for marketers, which can
also be felt by consumers. According to (Kotler & Armstrong, 2001) such as providing a sense of comfort for users,
punctuality, speed of time and more affordable costs. Users are easier on many things. The purpose of this study is to
determine the influence of the innovation characteristics and media exposure through the decision to use land
transportation modes based on online applications. The scope of this research is innovation characteristics, media
exposure, decision, and application-based land transportation. The population used in this study are customers who
have already use online transportation, the technique used for sampling is accidental sampling and data obtained from
200 customers who have use online transportation, the research location is in Jakarta. Based on the conceptual
framework and research hypotheses, this research will look at innovation characteristics, media exposure, and decision
in using online transportation. Exogenous variables consist of innovation characteristics and media exposure as
intervening variable. The endogenous variable is decision in using online transportation. We find that innovation
characteristics and media exposure, have positive effect on costumer decision in using online transportation. From the
processed data it can be concluded that the influence on decisions in using online transportation have greater effect
through innovation characteristics
Yulianti Keke - Personal Name
NONE
electronic file
English
Hasselt University
2019
International Symposium : Transportation in Emerging Countries - Hasselt University - ISTEC 2019
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