RAWUH, Enjang Artho (2021) Factors Affecting Brand Switching Behaviour On Online Transportation Users In Purwokerto. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This is perfomed to anlyze the factors affecting brand switching behaviour on online transportation users, especially on price, core service failure, service encounter failure, employee responses to a service failure, sales promotion and,dissatisfaction. The respondent of this study as many 104 people in Purwokerto is user online transportations, has two or more online transportation applications then switching one brand to another brand. Based on this research, it has come to the conclusion : 1) price has no effect on brand switching behaviour, 2) core service failure has positive effect on brand switching behaviour, 3) service encounter failure has no effect on brand switching behaviour, 4) employee responses to servie failure has positive effect on brand switching behavior, 5) sales promotion has positive effect on brand switching behaviour, 6) dissatisfaction has positive effect on brand switching behavior. The managerial implication from the conclusion is this research are 1) marketing management of online transportation needs to priorities core service failure, employee responses to a service failure, competitors’ salespromotion, and customer dissatisfaction, 2) management needs to give special attention to the online transportation facilities contained in the online application, 3) management needs to guide online transportation officers who are the drivers to respond when something happens wrong in providing transportation services, especially for officers or drivers who have just joined, 4) management must increase the innovations of exciting products and services in sales promotion, considering the competition of online transportation is almost the same in offering services and products, 5) management needs to provide quality services and according to consumer expectations. Improve the performance of some of the services offered, such as ride, food, and delivery. The limitation of this research are 1) data tested in this study only came from online questionnaires because of the impossible circumstances resulting from the pandemic, so in subsequent studies, to use in-depth interviews to dig up information about the research better, 2)The research about brand switching behaviour on online transportation only uses the Purwokerto area sample. At the same time, online transportation is almost available in all major cities in Indonesia. The result of the study cannot be generalized to a consumer outside Purwokerto.

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