ANALISIS PREFERENSI KONSUMEN DALAM MEMILIH TRANSPORTASI ONLINE DI KOTA SURABAYA

Abstract

This research aims to determine consumer preferences in choosing UBER online transportation in Surabaya city, and to know which variable is dominant to the preference formation. The population in this research is the consumers who have used the online transportation services speciallyUBER at least once in the Surabaya city. The sampling technique that been used is non probabilty, and through purposive sampling technique. The number of samples that been used are 100 respondents. The data analysis technique that been used is instrument test with validity test and reability test test, classical assumption and multiple linear regression analysis with using SPSS (Statistical Product and Service Solutions) application tool. Based on the results of multiple linear regression analysis in this research indicates that viral marketing variables, price / tariff, promo, trust and brand image are positively influencing the formation of consumers preferences in choosing online transportation in Surabaya city and trust variable becomes dominant variable. This shows that all hypothesis in this research proves its truth.
Keywords: Preferences, viral marketing, price, promotion, trust and brand image.