ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PERPINDAHAN METODE PEMBAYARAN LAYANAN RIDE HAILING

BELLA NATHAYA CHANTIKA, . (2026) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PERPINDAHAN METODE PEMBAYARAN LAYANAN RIDE HAILING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis sejauh mana perceived transaction cost, dissatisfaction, perceived ease of use, perceived value, dan Inertia berpengaruh terhadap tingkat Switching Intention pengguna layanan GrabBike dan Grabcar dari metode pembayaran OVO menuju QRIS. Penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan data melalui online survey. Data dikumpulkan dari 200 responden yang merupakan Generasi Z dan Milenial Muda berusia 18-35 tahun, berdomisili di wilayah Jabodetabek, memiliki pengalaman menggunakan OVO, serta mengetahui dan berniat untuk beralih menggunakan fitur QRIS pada aplikasi Grab. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui perangkat lunak SmartPLS4. Hasil penelitian ini diharapkan dapat memberikan wawasan mengenai dinamika push pull-mooring yang membentuk Switching Intention pengguna pada metode pembayaran layanan ride-hailing di Indonesia. Kata Kunci: Push-Pull-Mooring, Perceived Transaction Cost, Dissatisfaction, Perceived Ease of Use, Perceived Value, Inertia, Switching Intention, QRIS, Grab. ***** This study aims to analyze the extent to which perceived transaction cost, dissatisfaction, perceived ease of use, and perceived value influence the Switching Intention of GrabBike and Grabcar users from the OVO payment method to QRIS. This research employs a quantitative approach, utilizing an online survey for data collection. Data were gathered from 200 respondents, specifically Generation Z and Young Millennials aged 18-35 years, domiciled in the Jabodetabek area, who have experience using, and are aware of and intend to switch to the QRIS feature on the Grab application. Data analysis was conducted using Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) with SmartPLS4 Software. The findings of this study are expected to provide insights into the push-pull dynamics that shape users' Switching Intention regarding payment methods for ride-hailing services in Indonesia. Keywords: Push-Pull-Mooring, Perceived Transaction Cost, Dissatisfaction, Perceived Ease of Use, Perceived Value, Inertia, Switching Intention, QRIS, Grab.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Adnan Kasofi, S.Pd., M.B.A. ; 2). Fildzah, S.Pd., M.Kom.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Bella Nathaya Chantika .
Date Deposited:	13 Aug 2026 07:44
Last Modified:	13 Aug 2026 07:44
URI:	http://repository.unj.ac.id/id/eprint/70462

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