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Factor That Influence Intention to Use Uber and Grabcar Ridesharing
Services Among University Student in Kuala Terengganu
Nurul Syima’ Mat Nah
Supervisor: Dr. Sarina Ismail
Bachelor of Management (Marketing)
School of Business and Maritime Management
Over the years Grabcar and Uber has become the most popular ridesharing services
transportation technology based application e-hailing that match consumer expectation
on transportation services. This both services manage to enter Malaysia market because
during that time Malaysia taxi industry was experiencing serious issues surrounding with
safety, intimidation of passengers and also poor services. In order to understand the
consumer intention toward this services, Theory of Planned Behaviour Model (TPB) is
incorporate into this study. By adopting judgment sampling method, a total of 227
respondent were involved in this study. Thus SmartPLS (v 3.2.7) were used in order to
test the relationship between construct. From the analysis only 4 hypothesis have
significant relationship which is attitude, safety, convenience and promotion. The finding
in this study could be used by entrepreneur who run business base on services in order
develop a better business.
Keywords: Intention, TPB, Attitude, Safety, Convenience, Promotion
1556 | UMT UNDERGRADUATE RESEARCH DAY 2018