BENEFIT – SACRIFICE EFFECT ANALYSIS ON SATISFACTION, REUSE INTENTIONS, AND RECOMMENDATIONS FOR MOBILE APPS-BASED ONLINE OJEK SERVICES
Online Ojek Application Service is becoming a phenomenon in Indonesia. The first pioneer of this service, Gojek, gained high user growth after launching mobile apps in 2015. Here researchers wanted to understand what benefits and sacrifice people use and recommend mobile apps for Ojek Online services. Research on mobile apps was still limited. This reason was where the author wanted to complete the research on mobile apps, which then at the same time answered the phenomenon of Ojek online. The author adopted a framework (xu et al., 2015) to see what value (Benefit and sacrifice) influences satisfaction, reusing apps, intention to recommend, and level of customer recommendation. This study showed that the main factor of reuse and the recommendation of online motorcycle taxi applications was not each benefit and sacrifice separately, but was a unity of evaluation of all benefit and sacrifice factors that made up consumer satisfaction. Price perception had the greatest significant influence that affected satisfaction and was followed by hedonic and utilitarian benefits. This result answered the high level of use and recommendations that exist today.
Mobile Apps, Aplikasi Ojek Online, Kepuasan, Apps Continuance Intention, Benefit Sacrifice, Rekomendasi