PENGARUH PROMO GRAB HEMAT TERHADAP KEPUASAN DRIVER GRABBIKE DI JAKARTA UTARA
Abstract
The development of online transportation services has increased competition among digital transportation companies, encouraging companies to implement various promotional strategies to attract customers. One of the strategies implemented by Grab is the Grab Hemat Promotion, which provides more affordable travel fares for customers. However, this promotion may also affect driver perceptions regarding order volume, income, and satisfaction as business partners. This study aims to determine the effect of the Grab Hemat Promotion on GrabBike Driver Satisfaction in North Jakarta. This research used a quantitative approach with a survey method. The population in this study consisted of GrabBike drivers operating in North Jakarta, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using simple linear regression with the assistance of SPSS. The results showed that the Grab Hemat Promotion had a positive and significant effect on GrabBike Driver Satisfaction in North Jakarta. This was indicated by the t-value of 17.639, which was greater than the t-table value of 1.984, with a significance value of <0.001 <0.05. The regression coefficient value was 0.861, indicating that each increase in the Grab Hemat Promotion variable would increase driver satisfaction by 0.861 units. Furthermore, the R Square value of 0.760 indicates that the Grab Hemat Promotion explains 76% of the variation in GrabBike Driver Satisfaction, while the remaining 24% is influenced by other factors outside this study.
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