Millenial Customer Inertia of Online Transportation Service in Indonesia 1.Ari Arisman 2.Ratih Hurriyati
DIM UPI
Abstract
ABSTRACT
The purpose of this study is to determine the factors that form customer inertia in the online transportation service industry in Indonesia. The research method used is a survey with data collection techniques through the distribution of questionnaires to 174 respondents who are online transportation customers in Indonesia, especially in the City of Tasikmalaya using judgment sampling or purposive sampling techniques. The analytical tool used in this study is Confirmatory Factor Analysis (CFA) by testing the reflective trait of the behavioral, cognitive and affective aspects as a measurement of customer inertia. The results of this study indicate that customer inertia can be formed by customer behavior, cognitive and affective factors of the customer itself. When a customer responds in the form of positive behavior, good cognitive capture and good affective understanding, the inertia from the customer will be created.
