Pengaruh orientasi pasar dan inovasi terhadap keunggulan kompetitif jasa transportasi online Gojek di Jabodetabek.

Bella, Chrysta and Mery, Mery and Anggreini, Oktarina (2019) Pengaruh orientasi pasar dan inovasi terhadap keunggulan kompetitif jasa transportasi online Gojek di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Gojek is an online transportation service provider that strives to meet transportation needs and excel in the market with the achievement of awards that become on-demand service platform with largest revenue in Southeast Asia in 2018. The purpose of this study is to determine the effect of market orientation and innovation on the competitive advantage of Gojek online transportation services in Jabodetabek. This research uses quantitative verification method by using non-probability sampling sample design and purposive sampling techniques also data collection through questionnaires. The number of samples taken was 303 respondents who were users of Gojek online transportation services in Jabodetabek. Data were processed using SPSS 25.0 to test multiple regression analysis and hypotheses. The results of this study indicate that there is a significant influence of market orientation and innovation on the competitive advantage of Gojek online transportation services. Market orientation shows the value of t count 10.689> t table 1.968 and the significance (0.000) and innovation shows the value of t count 6.225> t table 1.968 and the significance (0.000). Market orientation and innovation simultaneously and significantly influence competitive advantage based on the calculated F value of 280.459> F table 3.026 and significance (0.000). These results indicate that Gojek develops market orientation and innovation through meeting customer needs and long-term technology investments to achieve competitive advantage. Gojek merupakan penyedia jasa transportasi online yang berusaha memenuhi kebutuhan transportasi dan unggul di pasar dengan prestasi penghargaan yaitu menjadi platform layanan on-demand dengan pendapatan terbesar di Asia Tenggara pada tahun 2018. Tujuan penelitian ini untuk mengetahui pengaruh orientasi pasar dan inovasi terhadap keunggulan kompetitif jasa transportasi online Gojek di Jabodetabek. Penelitian ini menggunakan metode verifikatif kuantitatif dengan menggunakan desain sampel non-probability sampling dan teknik purposive sampling serta pengumpulan data melalui kuesioner. Jumlah sampel yang diambil sebanyak 303 responden yang merupakan pengguna jasa transportasi online Gojek di Jabodetabek. Data diolah dengan menggunakan SPSS 25.0 untuk menguji analisa regresi berganda dan hipotesis. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan dari orientasi pasar dan inovasi terhadap keunggulan kompetitif jasa transportasi online Gojek. Orientasi pasar menunjukkan nilai t hitung 10,689 > t tabel 1,968 dan signifikansi (0,000) serta inovasi menunjukkan nilai t hitung 6,225 > t tabel 1,968 dan signifikansi (0,000). Orientasi pasar dan inovasi berpengaruh secara simultan dan signifikan terhadap keunggulan kompetitif berdasarkan nilai F hitung 280,459 > F tabel 3,026 dan signifikansi (0,000). Hasil tersebut menunjukkan bahwa Gojek mengembangkan orientasi pasar dan inovasi melalui pemenuhan kebutuhan pelanggan dan investasi teknologi jangka panjang untuk mencapai keunggulan kompetitif.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Bella, ChrystaNIM00000019517bella.chrysta@gmail.com
Mery, MeryNIM00000022050wongmery21@gmail.com
Anggreini, OktarinaNIM00000019844oktarinaanggreini148@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLayman, Chrisanty VictoriaNIDN0314049002UNSPECIFIED
Uncontrolled Keywords: orientasi pasar; inovasi; keunggulan kompetitif; transportasi online; Gojek
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 694 not found.
Date Deposited: 30 Jan 2020 06:11
Last Modified: 16 Feb 2022 08:39
URI: http://repository.uph.edu/id/eprint/6434

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