Validity and Reliability Test

Oct 13, 2025 by wbrum.org 44 views

Analysis of the Effect of Ease of Use, Prices, and Service Quality on Interest in Re-purchase of Online Transportation Services in the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's digital era, online transportation services have become the primary choice for many people, especially among students. The rise of online transportation services has revolutionized the way people travel, making it more convenient, affordable, and accessible. However, with the increasing number of online transportation services available, it has become challenging for service providers to retain customers and attract new ones. This study aims to analyze the effect of ease of use, prices, and service quality on the interest of re-purchase of online transportation services among students of the Faculty of Economics and Business, University of North Sumatra.

Research Methodology

This study employed a non-probability sampling method with Snowball Sampling techniques, where the questionnaire was distributed directly to 97 respondents. Primary data was collected through the distribution of questionnaires designed to explore student views on online transportation services. Various analytical methods were used, including:

Validity and Reliability Test: To ensure that the measuring instrument used can provide accurate results.
Descriptive analysis: To provide a general picture of the characteristics of respondents and data collected.
Multiple Linear Regression Analysis: To find out the extent of ease of use, price, and quality of service affects the interest of repurchase.
Classical Assumption Test: Includes normality, heteroscedasticity, and multicollinearity tests to ensure the validity of the regression model used.
Hypothesis Test: F test and T test are used to test the effects of variables simultaneously and partially.

Research Results

The results of the analysis show that the ease of use, price, and quality of service have a positive and significant influence on the interest of repurchasing online transportation services. This means that the easier the service is used, the more competitive the price offered, and the better the quality of the service, the higher the possibility of students to use the same service back in the future.

In-depth Analysis

Ease of Use: Students tend to choose services that are easily accessible and used. The user-friendly application interface and a simple order process improve user experience. This shows that online transportation service providers need to continue to innovate in increasing the ease of use of their applications.
Price: Affordable price is an important factor in the re-purchase decision. Students, who generally have a limited budget, are more likely to choose services that provide more value according to the costs incurred. Special discount and promo strategies can attract re-purchase interest from students.
Good Service: Good service creates loyalty and increases the possibility of students to recommend these services to their friends.

Conclusion

Overall, this research provides valuable insights for online transportation service providers in understanding the factors that influence the interest of re-purchase among students. With a focus on ease of use, determining competitive prices, and improving service quality, it is expected that service providers can maintain their customers and attract more new users. This will not only increase business profits, but also build long-term relationships with consumers, especially among students who are potential market segments.

Recommendations

Based on the findings of this study, the following recommendations are made:

Online transportation service providers should prioritize ease of use by developing user-friendly applications and simple order processes.
Service providers should offer competitive prices and special discounts to attract and retain customers.
Service providers should focus on improving service quality by providing good customer service and ensuring that services are delivered on time.

Limitations

This study has several limitations, including:

The study was conducted among students of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the general population.
The study used a non-probability sampling method, which may not be representative of the population.
The study only analyzed the effect of ease of use, price, and service quality on the interest of re-purchase, and did not consider other factors that may influence customer behavior.

Future Research Directions

Future research should consider the following directions:

Conducting a study among a larger and more diverse population to increase the generalizability of the findings.
Using a probability sampling method to increase the representativeness of the sample.
Analyzing the effect of other factors that may influence customer behavior, such as brand loyalty and customer satisfaction.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as questionnaires, data analysis, and results]
Q&A: Analysis of the Effect of Ease of Use, Prices, and Service Quality on Interest in Re-purchase of Online Transportation Services

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of ease of use, prices, and service quality on the interest of re-purchase of online transportation services among students of the Faculty of Economics and Business, University of North Sumatra.

Q: What method was used in this study?

A: This study employed a non-probability sampling method with Snowball Sampling techniques, where the questionnaire was distributed directly to 97 respondents.

Q: What analytical methods were used in this study?

A: Various analytical methods were used, including:

Validity and Reliability Test: To ensure that the measuring instrument used can provide accurate results.
Descriptive analysis: To provide a general picture of the characteristics of respondents and data collected.
Multiple Linear Regression Analysis: To find out the extent of ease of use, price, and quality of service affects the interest of repurchase.
Classical Assumption Test: Includes normality, heteroscedasticity, and multicollinearity tests to ensure the validity of the regression model used.
Hypothesis Test: F test and T test are used to test the effects of variables simultaneously and partially.

Q: What are the findings of this study?

A: The results of the analysis show that the ease of use, price, and quality of service have a positive and significant influence on the interest of repurchasing online transportation services.

Q: What are the implications of this study?

A: The findings of this study have implications for online transportation service providers in understanding the factors that influence the interest of re-purchase among students. With a focus on ease of use, determining competitive prices, and improving service quality, it is expected that service providers can maintain their customers and attract more new users.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study was conducted among students of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the general population.
The study used a non-probability sampling method, which may not be representative of the population.
The study only analyzed the effect of ease of use, price, and service quality on the interest of re-purchase, and did not consider other factors that may influence customer behavior.

Q: What are the future research directions?

A: Future research should consider the following directions:

Conducting a study among a larger and more diverse population to increase the generalizability of the findings.
Using a probability sampling method to increase the representativeness of the sample.
Analyzing the effect of other factors that may influence customer behavior, such as brand loyalty and customer satisfaction.

Q: What are the recommendations for online transportation service providers?

A: Based on the findings of this study, the following recommendations are made:

Online transportation service providers should prioritize ease of use by developing user-friendly applications and simple order processes.
Service providers should offer competitive prices and special discounts to attract and retain customers.
Service providers should focus on improving service quality by providing good customer service and ensuring that services are delivered on time.

Q: What are the benefits of this study?

A: The benefits of this study include:

Providing valuable insights for online transportation service providers in understanding the factors that influence the interest of re-purchase among students.
Helping service providers to develop effective marketing strategies to attract and retain customers.
Contributing to the body of knowledge in the field of marketing and transportation services.