ANALISIS PREFERENSI KONSUMEN TERHADAP JASA ANGKUTAN ONLINE DI PONTIANAK (STUDI KASUS: GOJEK VS GRAB)
There are many local versions of online ride in Pontianak with their respective market segments to serve the transportation needs of Pontianak residents, such as Haytrans, Angkuts Pontianak, Bujang Kurir, Tripy Pontianak, Kurir Pontianak, Mr.Jack Pontianak, Jekpot Pontianak, antar jemput anak sekolah Pontianak, Mr Jek rental motor Kota Pontianak. Each service offers various facilities for its passengers, of course, with their respective strategies. Local startups are starting to erode with the presence of foreign startups such as Gojek and Grab. This is because Gojek and Grab before entering Pontianak were already known by the Pontianak community from various media such as advertisements, social media and various news, so that when they entered the Pontianak market, they were immediately accepted by the people of Pontianak. The problems that will be raised in this study include what are the characteristics of online transportation startups that Pontianak customers want? What level of performance is needed to meet customer expectations? What is the relative importance (priority order) of each characteristic? And how customer satisfaction is with the current level of performance? To answer the problems that have been formulated, researchers will use primary data and secondary data ranging from direct observation, interviews, and questionnaires to literature studies. The collected data will then be processed and analyzed using the Hierarchical Process Analysis (AHP) approach.