ANALISA PENGARUH KENAIKAN TARIF, KEMUDAHAN, CITRA MEREK TERHADAP MINAT BERKENDARA OJEK ONLINE

Abstract

This research aims to see the effect of increasing online motorcycle taxi rates which have been determined based on the Decree of the Minister of Transportation Number KP 667 of 2022. This research method was carried out quantitatively with primary data by distributing questionnaires to students in the Jabodetabek area. The variables in this research are price, brand image and ease of using the online motorcycle taxi application. The data collection method in this research uses descriptive and comparative methods. This research resulted in the conclusion that online motorbike taxi fares and brand image do not influence the interest in driving using online motorbike taxis among students, but the ease of use of the application influences the interest in driving using online motorbike taxis among students.