MEASURING THE INFLUENCE OF XYZ APP SAFETY FEATURE TO CUSTOMER DECISION MAKING DURING THE COVID-19 PANDEMIC IN INDONESIA

• Main Author: Arsita Katresnawaty, Astri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/73725
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic has changed how people live their lives, this also impacted the business of Indonesia’s on-demand service app, Gojek. As the response to the situation, Gojek introduced COVID-19 related safety features that launched sequentially starting from May 2020. In September 2021 Gojek’s transportation services GoRide and GoCar marketed the safety features as Protect+. The Protect+ feature consists of vaccinated driver partners, vehicle protective shield, face shield (GoRide), air purifier (GoCar), driver ID and uniform (GoCar), and adjustable air conditioner temperature (GoCar). This feature is available in Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung, Surabaya, Bali, Makassar and Yogyakarta while the company aims to make the feature available in other cities in Indonesia. To experience the features, the customers are charged extra when they choose to use the feature instead of the basic transportation service. The purpose of this study is to assess the impact of the GoRide/GoCar “Protect+” safety feature on customer decision-making and identify the most important factor influencing their decision-making process in Indonesia during the COVID-19 pandemic. Utilizing the open coding, consumer behavior conceptual framework, and sentiment analysis, this study finds that the application of the Protect+ safety feature impacts the customer decision-making on the emotional level. The study also identifies price as the most important factor influencing their decision-making process in Indonesia during the COVID-19 pandemic. The results of this research are expected to help on-demand service in applying and marketing safety features during health outages.