IJIMT 2017 Vol.8(6): 488-492 ISSN: 2010-0248
doi: 10.18178/ijimt.2017.8.6.776

A Study of Perceived Value in the Ride-Hailing Transportation Sector in Jakarta

Alexander Wollenberg and Lidia Waty
Abstract— The article examines the effectiveness of promotion on repurchase intention by perceived value and transportation mode preferences. The method of analysis of this research is structural equation modeling (SEM) based on cluster sampling in Jakarta. The findings of this research are: price promotion and other 7Ps marketing mix elements have significant direct effects on perceived value. The strong factors among those are price-promotion and process factors. Perceived value has a significant direct effect on transportation mode preferences and subsequently on repurchase intention. However, price promotion and other 7Ps in the marketing mix do not have a significant direct effect on transportation mode preferences for the use of Indonesian public motorcycles called Ojek and the booking process via ride-hailing apps.

Index Terms— Marketing mix, perceived value, repurchase intention, SEM, startups, transportation.

Alexander Wollenberg is with the Department of Business and Management Studies, St. George’s University, Grenada (email: awollenb@outlook.com). Lidia Waty is with Binus Business School, Bina Nusantara University, Jakarta, Indonesia (email: lidiawaty07@gmail.com).

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Cite: Alexander Wollenberg and Lidia Waty, " A Study of Perceived Value in the Ride-Hailing Transportation Sector in Jakarta," International Journal of Innovation, Management and Technology vol. 8, no. 6, pp. 488-492, 2017.

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