Determinants of Online Transportation Adoption: An Extended UTAUT2 Model with Loyalty Program

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JUSIFO (Jurnal Sistem Informasi) | Vol. 10, No. 2, Desember 2024
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Published: Dec 31, 2024
DOI: https://doi.org/10.19109/jusifo.v10i2.24446
Keywords:
Loyalty programs, online transportation, UTAUT2 model

Main Article Content

Ivan Dika Lesmana
Department of Information System, Universitas Mikroskil
Erwin Setiawan Panjaitan
Department of Information Technology, Universitas Mikroskil
Sofiana Nurjanah
Department of Information Technology, Universitas Mikroskil

Abstract

This study investigates the factors influencing the adoption of online transportation services, focusing on loyalty programs within the UTAUT2 framework. Online transportation platforms, such as Gojek and Grab, have revolutionized service delivery in Indonesia, yet customer retention remains a challenge. Utilizing an extended UTAUT2 model, this research incorporates constructs like Hedonic Motivation, Price Value, and Habit, alongside moderating variables such as Age, Gender, and Experience. Data from 413 active users in Medan City were analyzed using Structural Equation Modeling (SEM) via SmartPLS 3. Results highlight the critical role of loyalty programs in enhancing user engagement and retention by boosting behavioral intentions and actual usage behaviors. Findings offer actionable insights for platform providers to optimize marketing strategies and improve customer loyalty through tailored program designs.

Article Details

How to Cite
Lesmana, I. D., Panjaitan, E. S., & Nurjanah, S. (2024). Determinants of Online Transportation Adoption: An Extended UTAUT2 Model with Loyalty Program. JUSIFO (Jurnal Sistem Informasi), 10(2), 71-86. https://doi.org/10.19109/jusifo.v10i2.24446
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Vol. 10 No. 2 (2024): JUSIFO (Jurnal Sistem Informasi) | December 2024
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Articles
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How to Cite

Lesmana, I. D., Panjaitan, E. S., & Nurjanah, S. (2024). Determinants of Online Transportation Adoption: An Extended UTAUT2 Model with Loyalty Program. JUSIFO (Jurnal Sistem Informasi), 10(2), 71-86. https://doi.org/10.19109/jusifo.v10i2.24446

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