The intention of generation Y using the grab car service

• Main Author: Chan, Yong Yi
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2019
• Subjects: NX Arts in general
• Online Access: http://ir.unimas.my/id/eprint/37259/1/CHAN%20YONG%20YI.pdf; http://ir.unimas.my/id/eprint/37259/
• Institution: Universiti Malaysia Sarawak

Nowadays, a big change has happened in taxi industry especially in Malaysia. Many mobile transportation application such as Grab, Uber, MyCar emerge has increased the demand of the ride service demand. These new entrants increase the competition among local taxi industry and public transportation. The main aim for this study is investigate the relationship between the independent and dependent variable. The independent variable is the intention of generation Y using the Grab car service. The dependent variables are the effect on social media marketing, price, reliability and customer satisfaction. The methodology that researcher used is quantitative. The data collection is primary data; the data analysis is Statistical Package for the Social Science (SP SS) and reliability test. The analysis techniques are descriptive statistic and cross tabulation.