Platform-based transportation company in Indonesia: Perspective brand switching behavior on Gen Z
| Autor: | Arum Wahyuni Purbohastuti, Vanessa Gaffar, Disman Disman, Chairul Furqon, Hetty Hassanah |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Journal of Eastern European and Central Asian Research, Vol 10, Iss 6 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2328-8272 2328-8280 |
| DOI: | 10.15549/jeecar.v10i6.1507 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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