Factors Influencing Consumer Decisions

Oct 13, 2025 by ludoplayers7.com 88 views

Introduction

Transportation is a vital aspect of daily life in Indonesian society, with people constantly on the move for various purposes. The need for supporting facilities such as private vehicles or public transportation is a pressing concern. In recent years, online transportation has gained immense popularity, becoming the primary choice for many individuals, particularly students. This study aims to analyze the factors that influence students in using online transportation, with a focus on students of the Mathematics and Natural Sciences Study Program in North Sumatra.

Background

The rise of online transportation has revolutionized the way people travel, offering convenience, flexibility, and accessibility. However, the success of online transportation services depends on various factors that influence consumer decisions. Understanding these factors is crucial for service providers to design effective marketing strategies and develop products that meet market needs. This study seeks to identify the key factors that influence students in using online transportation, providing valuable insights for service providers and users alike.

Methodology

To understand the factors that influence students in using online transportation, this study employed the factor analysis method. The sampling technique used was the Slovin method, which ensured that the samples taken could represent the population well. A total of 12 variables were analyzed using SPSS 20 software for Windows, allowing researchers to test validity, reliability, and factor analysis.

Results

The results of this study showed that the comfort factor dominates the influence on consumer decisions in using online transportation, with a percentage of 26.38%. This indicates that students are highly concerned about aspects of comfort when choosing transportation services. The comfort factor includes the quality of service, vehicle cleanliness, and easy accessibility. These findings suggest that service providers should prioritize comfort in their marketing strategies and product development.

Factors Influencing Consumer Decisions

While comfort is the dominant factor, other factors also contribute to student decisions, although their effect is not as strong as comfort. Some of these factors include:

Affordable prices: Students are concerned about the cost of transportation services, and affordable prices can influence their decisions.
Ease of ordering: The ease of ordering transportation services can also impact student decisions, with users preferring services that are easy to use and navigate.
Security: Security is a critical factor in online transportation, with students prioritizing services that ensure their safety and security.
Reputation of service providers: The reputation of service providers can also influence student decisions, with users preferring services from reputable and trustworthy companies.

Implications for Service Providers

The findings of this study have significant implications for online transportation service providers. To design effective marketing strategies and develop products that meet market needs, service providers should consider the following:

Prioritize comfort: Service providers should prioritize comfort in their marketing strategies and product development, ensuring that their fleet is in top condition and providing the best service to customers.
Educate users: Education to users about features that increase comfort can also increase customer satisfaction, leading to increased loyalty and retention.
Focus on affordability: Service providers should focus on offering affordable prices to attract and retain customers.
Emphasize security: Security is a critical factor in online transportation, and service providers should emphasize the security features of their services to attract and retain customers.
Build reputation: Service providers should focus on building a strong reputation by providing high-quality services and ensuring customer satisfaction.

Conclusion

This study provides valuable insights for online transportation service providers about what consumers are most concerned about, especially students. By understanding these factors, it is expected that companies can be more effective in meeting market needs and increasing customer loyalty. Further research is also needed to identify changes in consumer preferences along with the development of technology and community trends. Understanding the factors that influence consumers in using online transportation is not only beneficial for service providers but also for users to make better decisions in choosing transportation facilities that are suitable for their needs.

Q: What is the main factor that influences consumer decisions in using online transportation?

A: The main factor that influences consumer decisions in using online transportation is comfort, with a percentage of 26.38%. This indicates that students are highly concerned about aspects of comfort when choosing transportation services.

Q: What are the other factors that influence consumer decisions in using online transportation?

A: While comfort is the dominant factor, other factors also contribute to student decisions, although their effect is not as strong as comfort. Some of these factors include:

Affordable prices: Students are concerned about the cost of transportation services, and affordable prices can influence their decisions.
Ease of ordering: The ease of ordering transportation services can also impact student decisions, with users preferring services that are easy to use and navigate.
Security: Security is a critical factor in online transportation, with students prioritizing services that ensure their safety and security.
Reputation of service providers: The reputation of service providers can also influence student decisions, with users preferring services from reputable and trustworthy companies.

Q: What are the implications of this study for online transportation service providers?

A: The findings of this study have significant implications for online transportation service providers. To design effective marketing strategies and develop products that meet market needs, service providers should consider the following:

Prioritize comfort: Service providers should prioritize comfort in their marketing strategies and product development, ensuring that their fleet is in top condition and providing the best service to customers.
Educate users: Education to users about features that increase comfort can also increase customer satisfaction, leading to increased loyalty and retention.
Focus on affordability: Service providers should focus on offering affordable prices to attract and retain customers.
Emphasize security: Security is a critical factor in online transportation, and service providers should emphasize the security features of their services to attract and retain customers.
Build reputation: Service providers should focus on building a strong reputation by providing high-quality services and ensuring customer satisfaction.

Q: What are the benefits of understanding the factors that influence consumers in using online transportation?

A: Understanding the factors that influence consumers in using online transportation is not only beneficial for service providers but also for users to make better decisions in choosing transportation facilities that are suitable for their needs. By understanding these factors, service providers can design effective marketing strategies and develop products that meet market needs, leading to increased customer loyalty and retention.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of this study is limited to students of the Mathematics and Natural Sciences Study Program in North Sumatra.
Sampling technique: The sampling technique used in this study is the Slovin method, which may not be representative of the entire population.
Data analysis: The data analysis used in this study is limited to factor analysis, which may not capture all the factors that influence consumer decisions.

Q: What are the future research directions?

A: Future research directions include:

Identifying changes in consumer preferences: Further research is needed to identify changes in consumer preferences along with the development of technology and community trends.
Exploring other factors: Further research is needed to explore other factors that influence consumer decisions in using online transportation.
Comparing online and offline transportation: Further research is needed to compare the factors that influence consumer decisions in using online and offline transportation.