Pengaruh Ongkos Kirim dan Harga terhadap Perilaku Konsumen Pengguna Grab di Kota Medan
DOI:
https://doi.org/10.61132/lokawati.v3i4.1984Keywords:
Consumer Behavior, Price, Shipping CostsAbstract
This study aims to analyze the impact of shipping costs and prices on the behavior of consumers using Grab services in Medan City. The research employs a quantitative approach through a survey by distributing questionnaires to 99 respondents who have utilized Grab services (GrabFood or GrabExpress) in the last six months. Data analysis is conducted using validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of SPSS version 25 software. The results indicate that shipping costs have a positive but insignificant effect on consumer behavior (sig. 0.172 > 0.05), while price has a positive and significant effect on consumer behavior (sig. 0.000 < 0.05). Simultaneously, both variables significantly influence consumer behavior with a significance value of 0.000 < 0.05. The coefficient of determination shows that 50.8% of consumer behavior is influenced by shipping costs and prices, while the remaining percentage is affected by other variables outside the model. Based on these findings, it is recommended that Grab maintain competitive pricing and continue to innovate its services to attract more consumers.
Downloads
References
Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2007). Supply Chain Logistics Management. McGraw-Hill.
Erislan, E., & Ramli, M. (2023). Pengaruh Harga Terhadap Kepuasan Konsumen. Jurnal Ekonomi dan Bisnis, 15(1), 45-60.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer Behavior: Building Marketing Strategy. McGraw-Hill.
Himayati, N. (2008). Ongkos Kirim: Biaya Pengiriman Barang dan Jasa. Jurnal Logistik, 12(1), 45-56.
Kotler, P., & Armstrong, G. (2008). Principles of Marketing. Pearson Education.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Monroe, K. B., & Cox, J. (2001). Pricing: Making Profitable Decisions. McGraw-Hill.
Nagle, T. T., & Holden, R. K. (2002). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. Prentice Hall.
Rushton, A., Croucher, P., & Baker, P. (2014). The Handbook of Logistics and Distribution Management. Kogan Page Publishers.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Pearson Education.
Solomon, M. R. (2009). Consumer Behavior: Buying, Having, and Being (8th ed.). Pearson Education.
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.
Tjiptono, F. (2015). Strategi Pemasaran. Andi Offset.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
