Factors that Influence Millennial Generation's Buying Interest in Online Transportation Services

Abstract

In digital business, companies must be able to survive to attract the attention of consumers. One way is to think about how to increase the factors supporting buying interest such as application quality, brand image, price, trust, value, and so forth in order to application can be used by the public continuously. This study aims to determine how the influence of brand image, price, trust and value of consumer perceptions of increased purchase intention for online transportation service provider applications. This research is quantitative research by processing data using SmartPLS. Data collection was carried out by using a questionnaire method which is distributed to users of transportation service providers for two months with a total of 983 collected data. The results showed that the value has the greatest influence on purchase intention with a t-value of 11.619. Furthermore, trust also has an influence on purchase intention with a t-value of 5.628. Brand image also has the influence of purchase intention with a score of 5.253. Price lacks the influence of purchase intention (purchase intention) with a score of 0.749. Customers do not think about prices because there are no significant differences between other online transportation service providers and tend to be cheaper than offline transportation services.