Mar’Atus Sholikah, Tusyanah, Risma Nur Anissa, Partono Thomas, Nina Oktarina, Hana Netti Purasani
In Indonesia, the largest online motorcycle taxi is PT. GO-JEK Indonesia. The company is engaged in the transportation service as an intermediary link but nowadays, it has also raised the conflict. Therefore, we wanted to examine the factors which made customers of conventional motorcycle taxi switch to online motorcycle taxi. We supposed that social media usage and lifestyle were the factors of the changes. It was a quantitative research. The samples were taken by purposive sampling with 21 GO-JEK customers. The data were collected through questionnaires, and then they were analyzed by regression analysis SPSS 2.0. The results showed that (1) the more active on social media does not influence their decision to choose GO-JEK because tvalue of Social Media Activeness variable was 0.662 with a significancevalue of 0.516. (2) tvalue of Lifestyle variable was to 6.966 with a significancevalue of 0.000. It means that the variable of Indonesian Lifestyle had the significant influence on GO-JEK’S Usage Interest. (3) F arithmetic was 31.560 with significancevalue 0.000 at the 95% confidence level. While the value of Ftable is equal to 4.46 at α = 0.05. Thus; Fvalue(31.560) > Ftable(4.46) with significancevalue(0.000) < significancetable(0.05). Thus; simultaneously the variables of Social Media Activeness and Indonesian Lifestyle had significant influence on GO-JEK’S Usage Interest. Therefore; it is suggested for the conventional motorcycle riders to improve the services because the people chose GO-JEK because it gives them the prestige and ease. © 2017 American Scientific Publishers. All rights reserved.
Faculty of Economics, Universitas Negeri Semarang (UNNES), Sekaran Cammpus, Gunungpati, Semarang, 50299, Central Java, Indonesia
