The Dominant Factors of Customers’ Buying Decision: a Case Study on Go-Ride in Bandung City

Abstract

The development of online motorcycle taxi is very rapid. Recently, more online motorcycle taxis exist with similar quality in various services, so that the business competition is getting tighter. It requires them to keep improving the quality of service to customers, so that consumers will be more satisfied. This research aims at knowing the dominant factors that make the customers use Go-Ride services, knowing the attributes that must be improved, maintained or reduced according to the priorities set by Go-Ride. The research employed a purposive random sampling to 303 Go-Ride customers \. The data analysis method used was load factor analysis. The result showed that the lowest loading factors lied in the attribute of ‘Recognizes Destination,’ which was equal to 0.572. While the highest loading factors was on the reliable attribute associated with "Driver’s Quick Pick Up” that was equal to 0.817.