The Influence of Brand Awareness and E-Wom on the Decisions of Maxim Online Transportation Service Users in Palembang City
Keywords:
Brand Awareness, Consumer Decision, Electronic Word Of Mouth, Online Transportation, Purchase Decision
Abstract
This research is motivated by the increasing use of online transportation and the importance of Brand Awareness and Electronic Word of Mouth in influencing user decisions. The purpose of this study is to analyze the influence of Brand Awareness and Electronic Word of Mouth on the decisions of Maxim online transportation service users in Palembang. This study uses a quantitative approach with a descriptive causal survey method. The research population is Maxim users in Palembang, with a sample of 120 respondents selected using a purposive sampling technique. The research instrument is a Likert scale questionnaire, while the data analysis technique uses multiple linear regression with the help of IBM SPSS and the classical assumption test. The results of the study show that Brand Awareness has a positive and significant effect on service user decisions, while Electronic Word of Mouth has no significant effect partially. Simultaneously, both variables have a significant effect on service user decisions. The conclusion of this study is that Brand Awareness is a dominant factor in influencing Maxim service user decisions, while Electronic Word of Mouth plays a supporting role that does not directly determine decisions.
References
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Şahin, G., Ahmadi Digehsara, A., Borndörfer, R., & Schlechte, T. (2020). Multi-period line planning with resource transfers. Transportation Research Part C: Emerging Technologies, 119, 102726. https://doi.org/10.1016/j.trc.2020.102726
Tsalisa, R. A., Hadi, S. P., & Purbawati, D. (2022). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan pengguna jasa transportasi online Maxim di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 11(4).
Wimardana, J. N. S. G. L. R. R. (2021). Hubungan terpaan iklan layanan transportasi online dan online consumer review dengan minat menggunakan layanan transportasi online.
Adiwijaya, M., McGuinness, E., Cary, J. C., & Herjanto, H. (2021). The centrality of brand awareness. Petra International Journal of Business Studies, 4(2), 109–121. https://doi.org/10.9744/ijbs.4.2.109-121
Algifari. (2000). Analisis regresi: Teori, kasus dan solusi (2nd ed.). BPFE.
Anggraini, N., Kurniawan, D., Wedhasmara, A., Oktadini, N. R., Sevtiyuni, P. E., & Rifai, A. (2024). Analisis faktor kepuasan pengguna pada aplikasi transportasi online: Pengukuran dengan metode EUCS dan UTAUT (studi kasus: Aplikasi mobile Maxim). Jurnal Teknologi Sistem Informasi dan Aplikasi, 7(1), 19–29. https://doi.org/10.32493/jtsi.v7i1.36292
Creswell, J. W. (2021). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Emzir. (2021). Metodologi penelitian pendidikan: Kuantitatif dan kualitatif. Rajawali Pers.
Fakhriyah, P. (2020). Pengaruh layanan transportasi online (Gojek) terhadap perluasan lapangan kerja bagi masyarakat di Kota Cimahi. Jurnal Comm-Edu, 3(1).
Ghozali, I. (2013). Aplikasi analisis multivariate dengan program IBM SPSS 21. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS. Badan Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Green, S. B. (1991). How many subjects does it take to do a regression analysis. Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603_7
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education Limited.
Magdalena, M. H., & Nitsae, M. (2024). Efisiensi pengemudi transportasi online terhadap kesejahteraan masyarakat (studi pada driver Maxim Kota Kupang). Journal of Comprehensive Science, 3(4), 944–950. https://doi.org/10.59188/jcs.v3i4.687
Miharja, M., Desiana, R., & Kipuw, D. M. (2023). The impact of online transportation services on Indonesian urban non-working trip volume and distribution pattern: A case study in Bandung City. Journal of Urban Studies, 13(6).
Murbanto Sinaga. (2026). Pengaruh infrastruktur transportasi terhadap pertumbuhan ekonomi regional. OPTIMAL: Jurnal Ekonomi dan Manajemen, 6(1), 470–482. https://doi.org/10.55606/optimal.v6i1.9466
Mutharoh, I., Auliya, U. M., Sahlia, Y. A., Janah, D. A. N. I., Diniati, B. T., et al. (2024). Analisis regresi dalam penelitian ekonomi. Mutawazzin: Jurnal Ekonomi Syariah.
Nurhidayah, E. A., Ernawati, F. Y., Susendra, A., et al. (2023). Pengaruh kesadaran merek terhadap ekuitas merek pengguna Maxim di Kota Semarang. Jurnal Ekonomi dan Bisnis, 5(1).
Purba, T. (2021). Faktor-faktor yang mempengaruhi purchase intention pada brand Man Man Tang di Batam.
Renggowati, W. J., Prihatini, A. E., & Listyorini, S. (2023). Pengaruh electronic word of mouth (e-WOM) dan kemudahan penggunaan terhadap keputusan penggunaan e-commerce Shopee. Jurnal Ilmu Administrasi Bisnis, 12(3).
Rozaq, A. (2025). Pengaruh e-WOM dan price terhadap keputusan pembelian melalui brand awareness pada layanan video on demand Netflix.
Sugiyono. (2013). Metode penelitian bisnis. Alfabeta.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (Edisi revisi). Alfabeta.
Sudaryono. (2022). Metodologi penelitian kuantitatif, kualitatif, dan mix method. Rajawali Pers.
Şahin, G., Ahmadi Digehsara, A., Borndörfer, R., & Schlechte, T. (2020). Multi-period line planning with resource transfers. Transportation Research Part C: Emerging Technologies, 119, 102726. https://doi.org/10.1016/j.trc.2020.102726
Tsalisa, R. A., Hadi, S. P., & Purbawati, D. (2022). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan pengguna jasa transportasi online Maxim di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 11(4).
Wimardana, J. N. S. G. L. R. R. (2021). Hubungan terpaan iklan layanan transportasi online dan online consumer review dengan minat menggunakan layanan transportasi online.
Published
2026-05-25
How to Cite
Afifa Amalia, Welly Nailis, Anna Yanovi, Nofiawaty, & Ahmad Maulana. (2026). The Influence of Brand Awareness and E-Wom on the Decisions of Maxim Online Transportation Service Users in Palembang City. International Journal of Economics, Business and Innovation Research, 5(03), 2856-2880. https://doi.org/10.63922/ijebir.v5i03.3383
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