ANALYTICAL HIERARCHY PROCESS METHOD IN SELECTING ONLINE TRANSPORTATION IN MANADO (CASE STUDY: GOJEK, GRAB, AND UBER)
Abstract: The online
transportation is cheaper than a regular taxi fare in the city. Not only has
the citizen, the online transportation also made the tourist easier to travel.
The application also provides a several languages. The application also
provides maps, which makes the consumer easier to find the place that they want
to go to. This research aims to know which criteria is the most important for
customer in selecting an online transportation in Manado and the most preferred
online transportation for the customer. This research used analytical hierarchy
process with the sample of 50 respondents that were obtained from citizen in
Manado. The result from this research shown that price is the most important
criteria for the consumer to choose an online transportation. The consumer
wants an affordable price of the online transportation. Grab is the most
preferred online transportation. Gojek and Uber as the competitors of Grab,
should have to improve their performance, adding more promotions and make some
different thing which is unique or something that the competitors does not have
Keywords: consumer purchase
decision, analytical hierarchy process
Penulis: Rizka A. Burhanuddin,
Frederik G. Worang, Joy Elly Tulung
Kode Jurnal: jpmanajemendd180280
