THE INFLUENCE OF INNOVATION, TECHNOLOGICAL PROGRESS AND ADVERTISING CREATIVITY ON THE ATRACTIVENESS OF GOJEK CONSUMERS IN BATAM

Abstract

The competitive landscape of the ride-hailing industry in Indonesia, with major players like Gojek and Grab, underscores the importance of leveraging technological advancements and creative advertising to capture consumer interest. These insights provide strategic implications for Gojek to enhance its market position and offer valuable directions for future research in this domain. The study aims to evaluate the impact of innovation, technological advancements, and advertising creativity on consumer attraction to Gojek in Batam. This research employs a descriptive quantitative methodology. The study population consists of Gojek users in Batam City. Due to the indeterminate population size, the Lameshow formula was utilized to determine the sample size, resulting in 100 samples. The sample criteria include Gojek consumers residing in Batam City who have made at least three purchases in 2023. Data were collected via Google Forms and processed using SPSS for descriptive tests, validity tests, reliability tests, multicollinearity tests, heteroscedasticity tests, coefficient of determination tests , t-tests, and F-tests. The findings indicate that technological advancements and advertising creativity positively and significantly influence consumer attraction, while innovation alone does not have a significant impact. However, when combined, these factors collectively have a positive and significant effect on consumer attraction.