MUSLIM CONSUMER SATISFACTION ON CONSUMER PURCHASE DECISION OF APPLICATION-BASED ONLINE MOTORCYCLE TAXI

Abstract

This study aims to analyses whether if gender plays role as a moderator variable among price, product quality, services quality, and Muslim consumer satisfaction with purchasing decision of online motorcycle taxi. Sample data is collected by purposive sampling 150 in total, and analysis using AMOS Structural Equation Modelling. Result of this study showed that there is a positive influence between price, product, services, and consumer satisfaction onpurchasing decision. Meanwhile, gender is not a moderator variable, or in other words that Muslim consumer purchasing decision on online motorcycle taxi is not based on gender differences. This study suggests that good quality of services could be delivered without concerning gender differences. In addition to transportation, applicationbased online motorcycle services also include ordering and shipping. Their services are used by various people, including Muslim women. There was a discussion about Muslim consumers who held fast to the belief they would rethink using services because of gender differences with drivers.