Platform-based transportation company in Indonesia: Perspective brand switching behavior on Gen Z

IF 1.6 Q3 BUSINESS Journal of Eastern European and Central Asian Research Pub Date : 2023-11-05 DOI:10.15549/jeecar.v10i6.1507

Arum Wahyuni Purbohastuti, Vanessa Gaffar, Disman Disman, Chairul Furqon, Hetty Hassanah

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Abstract

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.

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印尼平台型运输公司:Z世代品牌转换行为透视

在印尼，互联网的发展和以平台为基础的运输公司的扩张是同时发生的。本研究试图找出促使基于平台的运输公司的客户转向竞争平台的因素。本定量研究方法采用了在Warp PLS 5.0中实现的结构方程模型(SEM)分析方法。本研究的人口包括印度尼西亚首都雅加达的平台交通用户。通过有目的的抽样，选择了200个来自雅加达Z世代的研究样本。根据本研究的结果，感知价格和体验不满影响Z世代品牌向平台型交通的转型。在此期间，电子服务质量并不影响印尼Z世代的品牌转换行为。感知价格、体验不满意与转换行为之间的关系受转换意向的中介作用。这项研究有助于基于交通的平台公司减少品牌切换，特别是在Z世代中。

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.