PLATFORM-BASED TRANSPORTATION COMPANY IN INDONESIA: PERSPECTIVE BRAND SWITCHING BEHAVIOUR ON GENERATION Z

Purbohastuti, Arum Wahyuni and Gaffar, Vanessa and Disman, Disman and Furqon, Chairul and Hassanah, Hetty PLATFORM-BASED TRANSPORTATION COMPANY IN INDONESIA: PERSPECTIVE BRAND SWITCHING BEHAVIOUR ON GENERATION Z. Journal of Eastern European and Central Asian Research, 10 (3).

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Abstract

Internet growth and the expansion of platform-based transportation companies in Indonesia are co�occurring. This study attempts to identify the factors that encourage platform-based transportation companies' customers to switch to competing platforms. This quantitative research method employed the Structure Equation Model (SEM) analysis method implemented in Warp PLS 5.0. This study's population comprises platform-based transportation users in Jakarta, the Indonesian capital. Through purposeful sampling, 200 research samples from Jakarta Generation Z were chosen. According to the results of this study, perceived price and experience dissatisfaction influence the Generation Z brand transition into platform-based transportation. In the interim, electronic service quality does not influence Generation Z brand-switching behavior in Indonesia. The relationship between perceived price and experience dissatisfaction with switching behavior is mediated by switching intention. This research contributes to transportation-based platform companies to reduce brand switching, especially among Generation Z.

Item Type:	Article
Subjects:	Jurnal Tercetak
Divisions:	Universitas Komputer Indonesia
Depositing User:	Muhamad Heru Nuralam
Date Deposited:	22 Mar 2024 06:50
Last Modified:	22 Mar 2024 06:50
URI:	http://repository.unikom.ac.id/id/eprint/70711

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