The Study of the Motivation of Economic-sharing Based Service Purchase Intention in Jakarta

Yulianita Daiva, Nur Alvia Pratiwi

Abstract


Sharing economy as a business model has a number of benefits for the economy. Namely, creating millions of jobs and leveraging the business sector. To maintain its sustainability, understanding the behavior of the market is a must, particularly on how to improve the market attitude and purchase intention to sharing economy-based service. The purpose of this research is to find out how motivational factors such as economic benefit, sustainability, enjoyment, and reputation of sharing-economy based service providers influencing the market attitude and purchase intention to sharing economy-based service. It expected that the result can be a meaningful insight for sharing-economy based service providers and government to come up with suitable strategy to improve the market attitude and purchase intention, that determine the sustainability of such business. This research is performed with quantitative method using the data that acquired mainly from primary source. There are 100 respondents that participate in filling a questionnaire as primary source data provider. They are selected with quota and purposive sampling. After the data collected, it is analyzed with descriptive, classical assumption, and regression both univariate and bivariate in a statistical software, named SPSS. The data analysis revealed that only economic benefits and reputation that have positive and significant influence to attitude and purchase intention. On the other hand, sustainability and enjoyment have positive but insignificant influence to attitude and purchase intention. Also, despite attitude has positive and significant influence to purchase intention, it does not mediate the causal relationship between the motivational factors and purchase intention. It indicates a discrepancy between reported attitudes and actual behavior in this context.

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DOI: http://dx.doi.org/10.25008/pknk.v2i01.187

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