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COMPARISON OF USER EXPERIENCE ON GO-JEK AND GRAB

MOBILE APPS STUDY ON PT. GO-JEK AND PT. GRAB INDONESIA

Arranged by :

Fadhilah Rizky Husaini : 15.61.0061

BACHELOR OF INFORMATICS
UNIVERSITAS AMIKOM YOGYAKARTA
YOGYAKARTA
2017
DAFTAR ISI

COVER

DAFTAR ISI

I. PRELIMINARY

A. Background

B. Problem Statement

C. Research Limitation

D. Research Objective

E. Advantage

II. LITERATUR REVIEW

III. RESEARCH METHODOLOGY

A. Research Design

B. Data Analysis Method

C. Data Collecting Method

BIBLIOGRAPHY
CHAPTER I
PRELIMINARY
A. Background
In this modern era, technological developments are getting more advanced,
making the use of technology increasing. This is not separated from the needs of
people who are increasingly diverse ranging from communication to transportation
needs can not be separated from the technology, but the greatest opportunities in
the use of technology today is the field of communication and transportation, where
users can order shuttle service using the application so as to facilitate the
community in doing transportation activities

Some companies whose services are currently widely used by the public. are gouj
and grab, both companies are moving in the same field of course this makes them
competing each other to provide the best service for the community the most visible
competition from both is the user experience (user experience). User experience
improves usability and pleasure in the interaction between users and products. This
will affect whether the user can easily achieve his goals and enjoy the process in
achieving that goal, so we can make a comparison of user experience between Go-
Jek and Grab

B. Problem Statement

1. What is the effect of user experience on customer satisfaction level?


2. What is the level of user satisfaction with grab and gojek application?
3. How to judge user experience between gob and grab
4. How is the comparison between user experience at gojek and grab?
C.Research Limitation

In order for this research can be done more focused, perfect, and deeply then the
research problem raised need to be limited variable. Therefore, the author limits
Users Only Grab and gimmick apps are located in Yogyakarta area only.

D. Research Objective

1. To determine the effect of user experience on the level of customer


satisfaction.
2. To know the level of customer satisfaction of grab and gimmick application
3. To know how the user experience assessment of both applications
4. To know the level of comparison of user experience on the mock and grab

E. Advantage
1. The author can know which application has a better user experience
2. The author can know the factors that affect the user experience in an
application
3. So that the author can add insight about the user experience
CHAPTER II
LITERATURE REVIEW
Go-jek

GO-JEK is a social-spirited company that leads the revolution of the Ojek


transportation industry. GO-JEK cooperates with experienced motorcycle riders in
Jakarta, Bandung, Bali & Surabaya and become the main solution in goods delivery,
food delivery, shopping and traveling in the middle of traffic jam.
GoJek Indonesia was established in 2011 by Nadiem Makarim. as an innovative
social entrepreneurship to encourage changes in the informal transport sector in
order to operate professionally. GoJek Management implements a profit-sharing
system with approximately 1000 motorcycle taxi drivers currently under the
auspices of GoJek and spread across Jabodetabek. The division is, 80% of income
for motorcycle taxi drivers and 20% for the company.
GOJEK company that has a slogan is An Ojek For Every Need is a
transportation company from Indonesia that serves the transportation of people and
goods through motorcycle taxi service through an application that with location
based technology will find the driver whose position is closest to the buyer.

Grab
Grab is a Malaysian technology company based in Singapore that provides public
transport service applications covering 2 wheel and wheeled vehicles 4. Grab
Company is only a technology company that launches only Applications and for its
own vehicle is a vehicle owned by a partner who has joined PT Grab Indonesia .
With the Grab application the prospective passenger can easily find a self-navigator
to get to the destination location
User Experience
A User Experience or UX is a person's perceptions and responses resulting from the
use and / or anticipation of use of products, systems or services (ISO, 2010). Simply
put, User Experience is how you feel about every interaction you're facing with
what's in front of you when you use it (Winter, 2015). To get a good User
Experience, a product must have a match between product features and user
requirements. This then determines the product is valuable or valuable. Next, if the
product is easy to find and easy to use the first time, then the product can make the
user feel happy when using it. And the last thing, the product should be easy to use
to solve or do things that the user wants, User experience has become a key aspect
in product and service design. Many experts say that the user experience offered is
an indicator of the success of a site. By conducting an evaluation through the UX
approach it works to know what the user feels, whether the user is happy, get the
ease, have feelings of distress or feel satisfied when using an application system.

users, whether users feel happy, get the ease, have feelings of distress or feel
satisfied when using an application system.
Image 1 : Three aspect of ux

Understanding Experience by Aaker (2000) is: "The experience that consumers


get through participation and involvement on the internet has the possibility to be
captured stronger than the experience that consumers get from other conventional
media, so it can be said that the quality of user experience on a site can affect the
overall feeling (feeling), trust, until the assessment of users associated with the
brand can be embedded more strongly than experience through other media ".
Online marketers can influence the process of designing virtual consumers by
providing a good online experience; Web experience; ie functional combinations,
information, feelings, hints, stimuli and online products or services, in other
words runs a complex marketing mix more than is done on the traditional
marketing mix. The user experience when online, with the company in the virtual
world as a result of a blow to a combination of ideas, feelings,

and impulses caused by design and other marketing elements in online


presentations (Constantinides, 2004).

In the study, this data collection uses the HEART and PULSE framework to
obtain information about the user. HEART is a framework that identifies the
quality of UX. This HEART framework is used to measure from the user side,
how the user feels when using a mobile app. PULSE, is a framework used for
large-scale measurement and focus on the business or technical aspects of a
product. (Rodden, Hutchinson, Xin Fu., 2010). Both frameworks are chosen
because they have a measurement component that can measure all aspects related
to the user experience when using mobile applications and can be used to measure
UXs that require in-depth material questions. Both frameworks are chosen
because they have a measurement component that can measure all aspects related
to the user experience when using the application. Measurement of User
Experience in this study refers to the HEART and PULSE factor studies described
by Rodden, Hutchinson, Xin Fu (2010) using the four mentioned instruments,
which have the following indicators:

1. Happiness: satisfaction, visual appeal, possibility to recommend, and


perception of ease of use.

2. Task Success: efficiency (eg time to complete the task), effectiveness (eg
percentage of tasks completed), and error rate occurring.

3. Earning: the user's perception of the benefits and advantages gained in


accessing the application.

4. Uptime: the user's perception of the assurance of information availability and


feature reliability.

In this context the design or user experience can be summed up as a form of


interaction between humans and computers that include mobile apps. User
experience here relates to what is perceived by users related to ease, convenience,
efficiency, usefulness when they use mobile apps. A user experience designer can
answer questions such as why a button is located beneath the image, green, has a
icon depicting the box with a downward arrow, that is as effort UX designer
adjust the ability and experience of its users. In conclusion UX is not just what the
user sees, it not only produces an attractive design to look at, but can answer why
the design is like that, a design that is able to make the user feel comfortable when
it comes to achieving its purpose when using a product.

Based on the information, to be able to test the existing phenomenon.


Systematically the author describes the comparison between the two objects of
research is the experience felt by the user on Go-Jek and Grab mobile
applications, and along with the instruments possessed of the variables based on
the theory used by the author, as follows:

Hypothesis

1. There is a difference of happiness on Go-Jek and Grab mobile apps to users in


Yogyakarta area.
2. There is a difference of task success in Go-Jek and Grab mobile apps to users in
the Yogyakarta area.

3. There is a difference of earning on Go-Jek and Grab mobile apps to users in


Yogyakarta area.

4. There is an uptime difference in Go-Jek and Grab mobile apps to users in the
Yogyakarta area.

5. There is a difference of user experience on Go-Jek and Grab mobile apps to


users in Yogyakarta area.

CHAPTER III

RESEARCH METHODOLOGY

A. Research Design

The research design used by the authors in this study is the survey method because
the authors took samples from one of the population and collected data using
questionnaires.

Survey method is a method used in large and small populations by using questions
or statements about an issue related to the subject matter. Type of method used in
this research is quantitative method.

B. Data Analysis Method

This study uses comparative analysis that aims to determine the comparison
between user experience on Go-Jek and Grab mobile apps. The researcher first
performs the validation and reliability tests of the questionnaire so that the research
can and can be accounted for.
C. Data Collecting Method

1. Interview

To conduct this research, the authors conducted interviews on users


who used GoJek and Grab mobile apps on condition

1. Domiciled in the city of Yogyakarta, Indonesia

2. Have used both GoJek and Grab mobile apps at least 2 times.

2. Primary Data

The data used in this study is the primary data obtained from
interviews of application users who are in the region of Yogyakarta
BIBLIOGRAPHY
Shneiderman, B., & Plaisant, C. 2005.“Designing the User Interface.
Chapter 14.5: Information Visualization”. Boston: Pearson

Schmitt, D. L. Rogers, Handbook on Brand and Experience Management


Cheltenham, UK

Grab. (2016, Januari). Grab a fact: Top 10 demand hours for Grab in 2015
in Jakarta. Presentation presented at the press conference of the rebranding
Grab, Malaysia.

Constantinides, E. 2004. Influencing the online consumers behaviour. The


web experience. Journal of Interest Research

Garrett, et al., 2011, The Elements of User Experience: User-Centered


Design for the Web and Beyond (Second Ed), Berkeley: Pearson Education.