PENGARUH ALGORITMA TIKTOK DAN FOMO TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA JAMBI
Keywords:
Suspend Account, Sistem Insentif, Kinerja PengemudiAbstract
Perkembangan transportasi daring menjadikan kinerja pengemudi sebagai faktor penting dalam menjaga kualitas layanan. Kebijakan suspend account dan sistem insentif merupakan dua faktor yang diduga memengaruhi kinerja pengemudi mitra Grab. Penelitian ini bertujuan untuk menganalisis pengaruh suspend account dan sistem insentif terhadap kinerja pengemudi mitra Grab Indonesia di Kota Jambi, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 93 pengemudi Grab aktif di Kota Jambi yang dipilih menggunakan teknik purposive sampling. Data yang diperoleh kemudian dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa suspend account memiliki pengaruh yang signifikan terhadap kinerja pengemudi, dan sistem insentif juga memberikan pengaruh yang sangat besar dan signifikan. Kedua variabel secara bersama-sama mampu menjelaskan variasi kinerja pengemudi secara dominan. Temuan ini mengindikasikan bahwa kombinasi kebijakan penegakan aturan yang adil serta stimulus ekonomi yang tepat berperan penting dalam membentuk kinerja optimal pengemudi di era digital.
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