SUMMARY
FANDI YANUAR RAHMAN. The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage. Supervised by LILIK NOOR YULIATI and MEGAWATI SIMANJUNTAK.
The Public transportaion is a basic needs for individu in this modern era.
The high activity and mobility of people convince them to use public vehicle as main modes of transportation. It is supported by the increasing volume of private vehicle and the increasing number of Indonesia population.
This phenomena gives opportunities to creative entrepreneur to provide effective, efficient and affordable public transportation. Consequently, many online transportation provider appeared in this economic sector. Cheap and fast are the most word appeared if the user asked the reason why they choose online transportation, and there are three top brand of ojek online that is Go-jek, Grab dan Uber.
There are five variables used in this research including marketing mix and word of mouth as independent variables, while brand image and online user behaviour use as dependent variables. The objective of this research are 1) To identify consumer behaviour on online transportation; 2) To analyze the influence of marketing mix and word of mouth on brand image.; 3) To analyze the influence of marketing mix and word of mouth on consumer behaviour; 4) To formulate formulate managerial implications that can be applied to marketing activity of online transportation company.
This research is located on Perumahan Ciluar Asri, Kecamatan Bogor Utara, Kota Bogor and conducted for six months. Depth interview and questionnaries are used as technique of data collection in this research. Technique of questionnary sampling is systematical random sampling with kish grid approach. This research requires respondents who have application of online transportaion in their smartphone and use online public transport via mobile application at least once in the past month. Data processing in this research is using software LISREL 8.7 to analyze Structural Equation Modeling (SEM) and SPSS 24 to analyze descriptive content.
The result of this research shows daring ojek user is dominated by age group 15-24, mostly has three or more online public transportation. This age group is also comparing each public transportation company before decide to choose one of them. Most of the respondents in this research choose to use Grab, followed by Go-jek and Uber. Grab dominates on non-cash payment method, while Uber does otherwise. Grab also rank first on feedback rating because of low price policy, highly promoted management, comforTabel, accesibility, safety and payment method. In another hand, Uber Company is not choosen because of its accesibility. Respondents have some concern on the accesibility of Uber driver.
The Uber application always uses with other online public transportation application.
Based on evaluation of model compatibility, this research is good fit model.
So that this research could be test its hypothesis. Compatibility measurement test explains that Y3 indicator, the cast payment method does not meet reliability and validity requirement. Other research result show that marketing mix and word of
mouth have significant contribution to brand image; while both also have significant influence on user behaviour. In another hand, brand image has no contribution to user behaviour.
As implication in managerial sector is Grab need to adjust its price so that it could be competed with other online public transportaion companies. Most respondent said that Grab has the highest price than Go-jek and Uber. Grab also need to provide more comforTabel service and to improve its service. Accesibility is the main reason why uber has the least passenger than competitor companies.
Uber need to recruit more driver to compete Grab and Go-jek. Beside that, Uber also needs to widen the distribution of the driver to attract consumer using its public transportation. Uber is on rare category if it is measured by the frequency of application usage, while grab is on opposite category. In March 2018, Uber decided to merge with Grab and the assets owned by Uber must be acquired by Grab in order to compete more strictly with Go-jek.
Keywords: brand image, marketing mix, online bike, service usage, word of mouth
