Pengaruh Kualitas Pelayanan dan Pengetahuan Konsumen terhadap Keputusan Penggunaan Layanan Ride-Hailing GrabCar Hemat
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.2583Keywords:
First keyword; Second keyword; Third keyword; Fourth keyword; Fifth keyword;Abstract
This study aims to examine the influence of service quality and consumer knowledge on decision-making when choosing GrabCar Hemat services in Bekasi Regency. Amid the rapid growth of app-based transportation services, identifying key factors influencing consumer decisions is crucial for service providers to improve quality and maintain competitiveness. Service quality is assessed using five dimensions: Tangibles, Empathy, Responsiveness, Reliability, and Assurance. Furthermore, this study evaluates consumers' awareness and understanding of the features available in the Grab app.
A mixed-methods approach was used in this study, with quantitative data collected through a survey of 130 GrabCar users in Bekasi Regency selected using non-probability incidental sampling. The findings of this study are expected to provide valuable insights for ride-hailing service providers to improve service quality and educate consumers about available features, thereby encouraging increased service usage. Furthermore, this research also contributes to the growing literature on consumer behavior in the context of technology-based services in Indonesia..
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