ANALISIS MINAT PENGGUNAAN TRANSPORTASI ONLINE MAXIM PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS PGRI SEMARANG

This research aims to find out why the online motorcycle taxi service Maxim
(2018) is in number 3 position below the online motorcycle taxi service Gojek
(2009) then in second position is Grab (2012) with various strategies that have been
implemented by Maxim, but have not been able to attract interest consumer. This
research is to test the hypothesis and explain the phenomenon in the form of a
relationship between variables, brand image, price, word of mouth, brand trust,
and service quality on interest in using Maxim online transportation among student
at the Faculty of Economics and Business PGRI Semarang University.
This research that uses a quantitative approach method. The data analysis
technique used in this research is multiple linear regression and purposive sampling
technique, with testing using validity test analysis, reliability test, t-test, F test
(simultaneous), R 2 test (coefficient of determination), test classic assumption, and
testing using SPSS version 24.
The test results in this research show that brand image and price have no
influence on interest in using Maxim online transportation. Word of mouth, brand
trust, and service quality have a significant influence on interest in using Maxim
online transportation. Then brand image, price, word of mouth, brand trust, and
service quality simultaneously have a significant effect on interest in using Maxim
online transportation.
Keywords: Intention to Use, Online Transportation, Maxim