STRATEGIC DECISION MAKING IN RIDE HAILINGINDUSTRY THROUGH SEGMENTATION

• Main Author: Gonaldson, Vinsensius
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83958
• Institution: Institut Teknologi Bandung

The objective of this paper is to find factors that affect decision making of ride hailing users that focus on the transportation perspective, and assess each importance of factors on each segmentation. This paper uses a mixed method approach with the objective of in-depth interview to find important factors on decision making of using ride hailing service for transportation. Then Factor Analysis is conducted to confirm whether the factor fits for the analysis. Lastly CA or Cluster Analysis performed for segmenting the user of ride hailing transportation. The outcomes of this study found that there are four segments in this study, one segment found to be not a price sensitive group, while the other are price sensitive. In general, factors of empathy found to be influential for decision making and reducing the price sensitive thought of users, though each segment has their own uniqueness of importance of factors. The study is only focused on the industry, not in specific companies, thus the implication will be general. Although most segments are price sensitive, if the company can identify important factors for them, there are indications that they will be less price sensitive. The segment one and four is the most suitable one to be targeted by the marketer. It is known that both segments are prioritizing competence and empathy factors while choosing ride hailing applications. These factors can be evaluated through past experience.