Pengaruh Relevant Content dan Value Proposition terhadap Keputusan Menggunakan Layanan Transportasi Online Indriver di Kota Medan

Abstract

The main problem faced by ride-hailing service providers such as InDriver in Medan City is how to attract and retain users in a competitive market. To achieve this goal, it is important to understand the factors that influence consumers' decision to choose their service. The two main factors that can influence this decision are the relevant content presented to consumers and the value proposition offered by the service. This study aims to determine the effect of relevant content and value proposition on decisions to use indriver online transportation services in Medan city. The influence between relevant content and value proposition will be analyzed partially and simultaneously on purchasing decisions. This form of research is quantitative research with an associative approach. The population in this study were consumers at the indriver online transportation. The sampling technique used is non-probability sampling with purposive sampling with a sample size of 100 respondents. Data collection techniques were carried out with primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analysis techniques used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test, simultaneous test, and determination coefficient test which are processed through SPSS software. The results of this study indicate that the relevant content and value proposition variables have a positive and significant effect both partially and simultaneously on purchasing decisions. The R-value is 0.966, and the coefficient value shows a very strong relationship between Relevant Content and Value proposition on Purchasing Decisions because if the R-value is close to 1, the model works better. Meanwhile, the Adjust R-Square value or the coefficient of determination above shows that the Relevant content and Value proposition variables can explain purchasing decisions by 93.2%, while the remaining 6.8% is influenced by factors outside this research model.