CHAPTER IV RESULT AND DISCUSSIONS
4.6 Hypotheses Testing
4.6.1 T-Test
T-Test is used to determine the independent variable is significantly influence to the dependent variable or not. It can be recognized in the significant table result. If the result of the significant above than the significant level which is 0.05, then the variable is significantly influence and should be accepted.
Table 4.12 T-Test
Model T Sig.
1
(Constant) SC
SQ TS IN
-2.058 5.295 6.197 5.647 5.471
.040 .000 .000 .000 .000 Source: SPSS 24 (2018)
T-Test can be analyzed by using Table 4.12. The result for hypotheses is described below:
1. Switching Cost (X1)
(H01) : There is no significant influence of Switching Cost towards Switching Behavior.
(Ha1) : There is significant influence of Switching Cost towards Switching Behavior.
From the data in Table 4.18, the researcher got the significant value of Switching Cost is 0.000 which the value is lower than significance level of 0.05. It means that Switching Cost has positive significant influence toward Switching Behavior.
So, the result of hypothesis, (Ha1) is accepted and (H01) is rejected.
53 2. Service Quality (X2)
(H02) : There is no significant influence of Service Quality towards Switching Behavior.
(Ha2) : There is significant influence of Service Quality towards Switching Behavior.
From the data in Table 4.18, the researcher got the significant value of Service Quality is 0.000 which the value is lower than significance level of 0.05. It means that Service Quality has positive significant influence toward Switching Behavior.
So, the result of hypothesis, (Ha2) is accepted and (H02) is rejected.
3. Trust (X3)
(H03) : There is no significant influence of Trust towards Switching Behavior.
(Ha3) : There is significant influence of Trust towards Switching Behavior.
From the data in Table 4.18, the researcher got the significant value of Trust is 0.000 which the value is lower than significance level of 0.05. It means that Trust has positive significant influence toward Switching Behavior. So, the result of hypothesis, (Ha3) is accepted and (H03) is rejected.
4. Innovation (X4)
(H04) : There is no significant influence of Innovation towards Switching Behavior.
(Ha4) : There is significant influence of Innovation towards Switching Behavior.
From the data in Table 4.18, the researcher got the significant value of Innovation is 0.000 which the value is lower than significance level of 0.05. It means that Innovation has positive significant influence toward Switching Behavior. So, the result of hypothesis, (Ha4) is accepted and (H04) is rejected.
54 4.6.2 F-Test
F-test is used as a tool to determine whether the independent variable has positive and significant result on dependent variable simultaneously. The hypothesis can be explained as follows:
Ho1 (β = 0): Null hypothesis is accepted if the significance of F value is greater than 0.05. If this kind of value appears in the result, then all independent variables (switching cost, service quality, trust and innovation) have no positive and significant impact on switching behavior simultaneously.
Ha1 (β ≠ 0): Alternative hypothesis is accepted if the significance of value less than 0.05. It means that all independent variables (switching cost, service quality, trust and innovation) have positive and significant impact on switching behavior simultaneously if the F value is less than 0.05.
The result to analyze using F-Test can be shown as follows:
Table 4.13 F-Test ANOVAa
Model Sum of
Squares df Mean
Square f Sig.
1
Regression Residual Total
7428.229 2975.110 10403.339
4 364 368
1857.057 8.173
227.208 .000b
Source: SPSS 24 (2018)
From the data result gained above, the significant result of is 0.000. It means that the F value is below significant level, which is 0.05. As the result is below significant level, the data can be concluded that there is a significant between all independent variables and dependent variable simultaneously. In conclusion, the Alternative hypothesis is accepted.
55 4.6.3 Coefficient of Correlation (R) and Coefficient of Determination (R2)
Table 4.14 Coefficient of Correlation (R) and Coefficient of Determination (R2)
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .845a .714 .711 2.85891
Source: SPSS 24 (2018)
R2 is used to determine the percentage of the total of the total variation in the dependent variable explained by the independent variable. Based on the Table 4.14, the adjusted R square is 0.711 or 71.1%. It means that the independent variables influence the dependent variable for 71.1%. In other hand, other variables are influenced the dependent variable for 28.9%. and R is 0.845, which means the coefficient of correlation is strong because the value is above from 0.5.
4.7 Interpretation of Result
In this section, the researcher would like to answer the statement of problems in chapter 1 by elaboration the result obtained from statistical calculation in previous section.
4.7.1 Switching Cost (SC) toward Switching Behavior
Hypothesis 1 testing result presented that switching cost variable gives impact on switching behavior of President University students. It can be explained because the T-test result of 5.471 with significance level of 0.000, which is less than 0.05.
This means that switching cost variable is significant or influencing the switching behavior of President University student between Go-Ride and GrabBike. Its connected to statement from Burnham et al, (2003). They further explained that these costs are not solely related to the financial costs incurred by consumers, but also include search costs, transactions, discounts that are usually accepted as loyal consumers, emotional costs and cognitive efforts, and social costs and
56 psychological perceived by consumers when moving to other service providers.
And Ahn, Han & Lee (2006) said that Switching Costs are described as factors that act as constraints preventing customers from freely switching to other service providers.
4.7.2 Service Quality (SQ) toward Switching Behavior
Hypothesis 2 result presented that service quality also gives impact on switching behavior of President University students. It can be proven by checking the T-test result of 5.647 with significance level of 0.000, which is less than 0.05. This result of data means that that the service quality variable is significant or influencing switching behavior of President University student between Go-Ride and GrabBike. Sekeran et al, (2005) stated that there are several definitions on service quality this can be assumed as the consumer’s judgement about the overall excellence of superiority of a service. It means if the company have bad service quality, there will be switching behavior in consumer.
4.7.3 Trust (TS) toward Switching Behavior
Hypothesis 3 shows significant result that gives positive impact toward switching behavior as well. It can be checked by looking at T-test result of 6.197 with significant level of 0.000, which is lower than 0.05. This result of data means that that the trust variable is significant or influencing switching behavior of President University student between Go-Ride and GrabBike. Serkan and Ozer (2005) stated that trust has been recognized as an important role in affectiong relationship commitment and so customer loyalty. It means there will be switching behavior if the consumer does not trust with the company.
4.7.4 Innovation (IN) toward Switching Behavior
Hypothesis 4 result presented that innovation variable affect the switching behavior of respondent. It can be explained by checking T-test result of 5.295 with significant level result of 0.000, which is less than 0.05. In the other words, innovation is significant or influencing switching behavior of President University student between Go-Ride and GrabBike. Chen and Lu (2007) stated that the source of innovation steams from the company’s strategies of satisfying their current
57 customers and keeping them loyal, but also from commerce activities and market demand. As they interact, they are customizing the offerings, making every step of the innovation process important for service innovators. Chen and Lu (2007). It means innovation is important for company because if not, there will be switching behavior in concumer.
4.7.5 Switching Cost, Service Quality, Trust, Innovation toward Switching Behavior
The last hypothesis result presented that all variables (Switching Cost, Service Quality, Trust, and Innovation) have simultaneous significant impact toward Switching Behavior. It can be seen in the data resulted from statistical analysis using SPSS version 24.0 According to the multiple regression analysis result, the significance of F value from all independent variables is 0.000, which is less than 0.05, the significance level. therefore, the researcher rejected Ho1 and accepted Ha1 where all variables are having simultaneously positive and significant influence on Switching Behavior. The marketers believe that satisfaction and loyalty are two options, which not only develop good relationships with customers but also reduce the switching behavior of customers Marshal et al, (2011). It means customer satisfaction (switching cost, service quality, trust and innovation) have positive influence on switching behavior.
58
CHAPTER V
CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
The existence of GrabBike recently and then became new competitor with Go-Ride has led researcher to do phenomenological research to give clear explanation and understanding regarding to the phenomena. Customer Satisfaction is one of main concern in company in order to be able compete and survive in market as the performance of company will affect the loyalty and purchasing decision of buyer which will lead to switching behavior. There are few main problems questioned to be answered in this research, they are whether all customer satisfaction variables are simultaneously significant toward customer switching behavior, and each variables of customer satisfaction are partially significant toward switching behavior. The answer of those problems can be concluded as below.
1. Switching Cost variable is positively significant toward switching behavior. In other words, switching behavior of President University student between Go- Ride and GrabBike can be influenced by Switching Cost.
2. Service Quality variable is positively significant toward switching behavior. In other words, switching behavior of President University student between Go- Ride and GrabBike can be influenced by Service Quality.
3. Trust variable is positively significant toward switching behavior. In other words, switching behavior of President University student between Go-Ride and GrabBike can be influenced by Trust.
4. Innovation variable is positively significant toward switching behavior. In other words, switching behavior of President University student between Go- Ride and GrabBike can be influenced by Innovation.
5. All variables (switching cost, service quality, trust and innovation) are simultaneously significant toward switching behavior. In other words, switching behavior of President University student between Go-Ride and GrabBike can be influenced by Customer Satisfaction.
59
5.2 Recommendation
As the researcher has conducted the research and found the result, there are several recommendations for few parties:
5.2.1 For Go-Ride
After conducting this research, the researcher’s recommendation for Go-Ride is to enhancing the service quality and customer satisfaction strategy due to it is proven that switching behavior from Go-Ride into Grab Bike has occurred in President University student which is increasing the possibility of loyalty degradation level from President University Students toward Go-Ride. By creating more innovation and customer’s service quality that will attract customers’ attention will be great recommendation to be implemented.
5.2.2 For GrabBike
As GrabBike is a new comer in Indonesia rather than Go-Ride, the researcher recommendation is similar with Go-Ride, which is to enhancing the service quality and customer satisfaction strategy by having more insteresting and creative innovation which creates easiness for customer to access the application because the customers still think that the innovation is difficult based on the result of questionnaire. This is a big challenge for GrabBike to keep increasing its performance and gain more loyalty from customers. Since the switching behavior of customers does not guarantee the rising of customers’ loyalty level.
5.2.3 For Future Research
The recommendation for the future researcher is to develop this research by using more variables so that they can determine what kind of factors that influence the switching behavior more accurate and also to get better conclusion.
Another recommendation for future researcher is to expand the population sample in order to make the research result more accurate and the power generalization of research results can be enlarged.
60
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