The article examines the effectiveness of promotion on repurchase intention by perceived value and transportation mode preferences. The method of analysis of this research is structural equation modeling (SEM) based on cluster sampling in Jakarta. The findings of this research are: price promotion and other 7Ps marketing mix elements have significant direct effect on perceived value. The strong factors among those are price-promotion and process factors. Perceived value has a significant direct effect on transportation mode preferences and subsequently on repurchase intention. However, price promotion and other 7Ps in the marketing mix elements do not have a significant direct effect on transportation mode preferences on the use of Indonesian public motorcycles called Ojek and the booking process via ride-hailing apps.
Marketing mix, perceived value, repurchase intention, SEM, startups, transportation.
Alexander Wollenberg is with the Department of Business and Management Studies, St. George’s University, Grenada, West Indies (e-mail: email@example.com)
Lidia Waty is with Binus Business School, Bina Nusantara University, Jakarta, Indonesia (e-mail: firstname.lastname@example.org)
Alexander Wollenberg and Lidia Waty, "
Perceived Value and Transportation Preferences: A Study of the Ride-Hailing Transportation Sector in Jakarta," Journal of Economics, Business and Management vol. 5, no. 3, pp.