The Influence of Sharing Economy in Establishing...
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The Influence of Sharing Economy in Establishing Opportunities to Increase Well-being of Go-Jek Driver for Company Improvement Toward Marketplace (Case study in South Tangerang) By: Najmah Riajani Garniera 1113081100013 International Management MANAGEMENT DEPARTMENT INTERNATIONAL PROGRAM FACULTY OF ECONOMIC AND BUSINESS STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA 1438 H/2017
Transcript of The Influence of Sharing Economy in Establishing...
The Influence of Sharing Economy in Establishing Opportunities
to Increase Well-being of Go-Jek Driver for Company Improvement
Toward Marketplace
(Case study in South Tangerang)
By:
Najmah Riajani Garniera
1113081100013
International Management
MANAGEMENT DEPARTMENT
INTERNATIONAL PROGRAM
FACULTY OF ECONOMIC AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH
JAKARTA
1438 H/2017
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CURRICULUM VITAE
Personal Identities
Name : Najmah Riajani Garniera
Gender : Female
Place of Birth : Karawang
Date of Birth : May 13th
1995
Address : Perumahan Telaga Harapan blok H12/8 Cikarang Barat,
Kab. Bekasi – West Java
Phone/Mobile : 0813 8021 3200
E-mail Address : [email protected]
Formal Education
College : UIN Syarif Hidayatullah Jakarta
University of Applied Sciences Würzburg-Schweinfurt
Senior High School : SMA Al-Muslim Tambun - Bekasi
Junior High School : SMPN 1 Rawamerta - Karawang
Elementary School : SDN Karang Baru 02 - Cikarang
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ABSTRACT
The purpose of this research is to analyze the influence of sharing economy (People,
Product & Process and Partnerships) in establishing opportunity to increase wellbeing of
Gojek driver in South Tangerang. Sharing economy is the emerging issue nowadays and the
present research was conducted to evaluate the wellbeing of driver via employee
satisfaction. The data that have been used for this research are primary data and it has
been collected from 100 respondents who have are the driver of Gojek. The technique
sampling used in this research is purposive sampling. The data obtained are further
analyzed using multiple linier regressions on SPSS 16.0 for windows. The result shows that
people, product & process, and partnerships have partially influence the wellbeing. Based
on analysis, all independent variable such as that people, product & process, and
partnerships have simultaneous influenced the dependent variable which is wellbeing. The
result coefficient of determination shows that 39% as the value of dependent variable can
be explained by the independent variables. While the rest of dependent variable value is
61% that can be explained by the other variables that have not been included in this
research
Keywords: sharing economy, people , product & process innovation, partnerships and
wellbeing.
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ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari Ekonomi
berbagi (kapasitas manusia, produk & proses, dan kemitraan) dalam meningkatkan
kesejahteraan dari pengemudi Gojek. Ekonomi berbagi adalah isu yang sedang
berkembang saat ini dan penelitian saat ini dilakukan untuk mengevaluasi kesejahteraan
pengemudi melalui kepuasan kerja karyawan. Data yang telah digunakan dalam penelitian
ini adalah data primer dan data tersebut telah dikumpulkan dari 100 responden yang telah
menjadi pengemudi Gojek. Teknik pengambilan sampel yang digunakan dalam penelitian
ini adalah metode purposive sampling. Data yang telah didapatkan, selanjutnya dianalisa
menggunakan regresi linier berganda pada SPSS 16.0. Hasil dari penelitian ini
menjunjukkan bahwa dari kapasitas manusia, produk & proses, dan kemitraansecara
parsial dapat mempengaruhi kesejahteraan. Berdasarkan dari hasil analisa, semua
variabel seperti dari kapasitas manusia, produk & proses, dan kemitraan secara simultan
mempengaruhi variabel dependen yaity kesejahteraan. Hasil dari koefisien determinasi
menunjukkan bahwa 39% sebagai nilai dari variabel dependen yang bisa dijelaskan oleh
variabel independen. Sementara, sisa dari nilai variabel dependen adalah 61 % yang bisa
dijelaskan oleh variabel lain yang tidak dimasukkan kedalam penelitian ini.
Kata kunci: ekonomi berbagi, kapasitas manusia, inovasi produk & proses,
kemitraan dan kesejahteraan.
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PREFACE
Assalammu’alaikum Wr. Wb.
All praise to Allah SWT, the Most Gracious and the Most Merciful, the Cherisher
and Sustainer of the worlds; who always gives the writer all the best of this life and there is
no doubt about it. Shalawat and Salaam to the Prophet Muhammad SAW and his family.
With blessing and mercy from Allah SWT, the writer can complete this thesis to fulfill one
of the requirements in accomplishing bachelor degree.
The writer is also well-aware that without advice and support from various parties,
this thesis will not be realized properly. Therefore, the writer would like to take his
opportunity to express his deep and sincere gratitude to the following:
1. God almighty Allah SWT because without his guidance, I will be nothing
and misguided.
2. Beloved parents, my dad Ir. Kamsul Hidayat and my mom Eli Amalia, S.Pd
who have given all their efforts morally and material to my college study.
For also being such a great parents that always give me support and advice to
finish this thesis. Thank you for your love and prayers that never end. All
this efforts is dedicated to you my mom and dad. May Allah SWT always
give His blessing for you both.
3. Thanks to my Husband Aldila Bachtawar Zardari., ST., MBA who always
support and help me anytime.
4. Dr. M. Arief Mufraini, Lc., Msi as the Dean of Economic and Business
Faculty.
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5. Dr. Muniaty Aisyah Ir, MM., as the thesis supervisor. Thank you so much
for your time and kindness to help me in finishing this thesis. By her advice,
direction, and guidance I can write this thesis properly.
6. My beloved sister Levina Deandra, who always cheer me up.
7. All the lectures who have taught me many things patiently. Thank you for all
the knowledge that will lead me to a better future. May your charity and
deeds are always recorded by Allah SWT.
8. All the staffs in Economic and Business Faculty who always helps me to
provide me all the procedures I need in making this thesis.
9. All my dear friends in Management International Program 2013.
The writer realizes that this thesis is still far from perfection due to limit knowledge
of the writer. All the suggestions and constructive criticism are welcomed in order to make
this thesis better. Hope, this thesis will be useful for any researcher or reader. May Allah
SWT always bless every step in our life.
Wassalamu’alaikum Wr. Wb.
Tangerang, Mei 2017
The Writer
Najmah Riajani Garniera
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TABLE OF CONTENTS
Curriculum Vitae ................................................................................................................... v
Abstract ................................................................................................................................ vi
Abstrak ............................................................................................................................... vii
Preface ............................................................................................................................... viii
Table of Contents .................................................................................................................. x
List of Tables ...................................................................................................................... xii
List of Figures ...................................................................................................................... xv
List of Appendix ................................................................................................................. xvi
Chapter I INTRODUCTION
A. Background ............................................................................................. 1
B. Problem Formulation ............................................................................ 10
C. Research Question ................................................................................ 10
D. Research Advantages ............................................................................ 11
Chapter II LITERATURE REVIEW
A. Variables Theory .................................................................................. 12
1. Transportation ................................................................................ 12
2. City Transportation System ........................................................... 12
3. Factors Influencing the Selection of Transportation Mode ........... 13
4. Marketing …. ................................................................................. 14
a. Definiton of Marketing ………………………………………. 14
5. Service Marketing …………………...………………………….. 15
6. Categories of Service Mix ............................................................. 16
7. Service Marketing MIx .................................................................. 17
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8. Consumer-Oriented Marketing ...................................................... 18
9. Service Employee .......................................................................... 20
10. Sharing Economy .......................................................................... 23
5. Access to Essential Goods and Services ....................................... 24
6. Dimension of Access to Essential Goods and Services ................ 25
a. People ..................................................................................... 25
b. Products and Process .............................................................. 28
c. Partnership .............................................................................. 31
7. Well Being ..................................................................................... 34
8. Dimension of Well Being .............................................................. 35
B. Previous Research ................................................................................ 38
C. Theory of Framework ........................................................................... 41
D. Hypothesis ............................................................................................ 43
Chapter III RESEARCH METODOLOGY
A. Scope of Research ................................................................................ 44
B. Determination of Sample Method ........................................................ 44
1. Population ...................................................................................... 44
2. Sample ........................................................................................... 44
C. Data Collection Method ....................................................................... 46
1. Primary Data .................................................................................. 46
2. Secondary Data .............................................................................. 47
D. Methods of Data Analysis .................................................................... 47
1. Data Quality Test ........................................................................... 47
a. Validity Test ........................................................................... 47
b. Reliability Test ....................................................................... 48
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2. Classic Assumption Test ............................................................... 49
a. Normality ................................................................................ 49
b. Multicollinearity ..................................................................... 49
c. Heteroscedasticity .................................................................. 50
3. Hypothesis Test ............................................................................. 51
a. Simulant Test .......................................................................... 51
b. Partial Test .............................................................................. 51
4. Multiple Linear Regression ........................................................... 52
5. Coefficient of Determination ......................................................... 53
Chapter IV FINDING AND ANALYSIS
A. General Description of Research Objects ............................................. 57
1. History of Gojek ............................................................................ 57
B. Result and Discussion .......................................................................... 58
1. Validity and Reliability Test ......................................................... 58
2. Characteristic of Respondents ....................................................... 63
3. Descriptive Analysis ...................................................................... 65
4. Classic Assumption Test ............................................................... 73
5. Hypothesis Test ............................................................................. 79
6. Multiple Linier Regression Test .................................................... 82
7. Determinant Coefficient (Adjusted R2) ........................................ 84
Chapter V CONCLUSION AND SUGGESTION
A. Conclusion ............................................................................................ 86
B. Suggestion ........................................................................................... 86
C. The Limits of This Research ................................................................ 89
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REFERENCES .................................................................................................................. 88
APPENDIX ........................................................................................................................ 92
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LIST OF TABLES
No. Description
1.1 Population growth rate of South Tangerang .............................................................. 4
1.2 Commuter percentage by mode of transportation and residence .............................. 5
1.3 Development of Vehicle in South Tangerang ........................................................... 7
1.4 Various Type of Online Transportation Service ....................................................... 8
2.1 Overview previous research .................................................................................... 38
3.1 Likert scale .............................................................................................................. 47
3.2 Operational research variable .................................................................................. 55
4.1 Tryout result of validity test .................................................................................... 59
4.2 Tryout results of reliability variable people ............................................................. 61
4.3 Tryout results of reliability variable Product and Process ...................................... 61
4.4 Tryout results of reliability variable Partnership ..................................................... 62
4.5 Tryout results of reliability variable wellbeing ....................................................... 63
4.6 Gender of Respondent ............................................................................................. 64
4.7 Age of Respondent .................................................................................................. 64
4.8 Education of Respondent ......................................................................................... 65
4.9 Description of people .............................................................................................. 66
4.11 Indicator of people ................................................................................................... 67
4.12 Description of Product & Process ............................................................................ 68
4.13 Indicator of Product & Process ............................................................................... 69
4.14 Description of Partnership ....................................................................................... 70
4.15 Indicator of Partnership ........................................................................................... 71
4.16 Description of wellbeing ......................................................................................... 72
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4.17 Indicator of well being ............................................................................................ 73
4.18 One sample Kolmogorov – Smirnov ....................................................................... 74
4.19 The result of multicollinearity ................................................................................. 76
4.20 The result of Glejser test ......................................................................................... 78
4.21 Result of F-test ........................................................................................................ 79
4.22 Result of T-test ........................................................................................................ 81
4.23 The result of multiple linier regressions .................................................................. 82
4.24 Result of determinant coefficient ............................................................................ 85
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LIST OF FIGURES
No. Description
2.1 Modern Customer-Oriented Organization Chart ..................................................... 19
2.2 The Cycle of Success ............................................................................................... 21
2.3 The Links in The Service-Profit Chain .................................................................... 22
2.4 Inclusive Sharing Economy Framework ................................................................. 25
2.3. Conceptual Thinking .............................................................................................. 42
4.1 Chart of people ....................................................................................................... 67
4.2 Chart of Product and Process .................................................................................. 69
4.3 Chart of Partnership ................................................................................................ 71
4.4 Chart of wellbeing .................................................................................................. 73
4.5 The result of P P-Plot of regression standardized residual ...................................... 75
4.6 Scatterplot of Heteroscedasticity ............................................................................ 77
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LIST OF APPENDIX
No. Description
Appendix 1 Questionnaire ........................................................................................... 84
Appendix 2 Answer of Questionnaire ......................................................................... 88
Appendix 3 Validity and Reliability Tests .................................................................. 94
Appendix 4 Characteristics of Respondents ................................................................ 96
Appendix 5 Descriptive Analysis ................................................................................ 98
Appendix 6 Classic Assumption Test and Multiple Linier Regressions ................... 104
1
CHAPTER I
INTRODUCTION
A. Background
Indonesia has huge potential in the transportation industry market,
especially in Jakarta. The importance of transportation is reflected by the
increasing demand for transportation services for the mobility of people and
goods expedition. However, an adequate public transportation service has not
been fully realized. Traffic congestion is still a major problem in Jakarta
because of the infrastructure improvements that does not balanced by the
increase in the number of vehicles crossing the streets of the capital which has
limited space. Several kinds of effort has been done by government such as:
accelerating development of the mass transportation, building fly over and
under-pass, adjustment between work hours and student hours, improvements
of transportation facilities as well as creating regulations like three-in-one
area.
A mass transportation (Trans Jakarta) and Commuter Line are
currently the only transportation service which is provided by the government
of DKI Jakarta. Yet, Trans Jakarta still needs a lot of improvement due to the
schedule of departure and arrival from each station. (Source:Statistik daerah
provinsi DKI Jakarta 2015). Another public transportation which is still under
construction are MRT (Metro rail transit) and LRT (Light rail transit).
However, these services could reduce the congestion in Jakarta. Yet, for the
person who does not have access to the station still needs transport like bus.
Thus, there is a breakthrough raised by young entrepreneurs who develop new
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innovations in the provision of online transport services for easy access from
one point to another easily.
The sphere of transportation services in Indonesia featuring one of the
greatest opportunities in Southeast Asia. Therefore, online transportation
services in Indonesia such as GO-JEK, Uber and Grab probably already
familiar among people in Indonesia. This is also supported by technological
development of a digital technology which allowed people to find the nearest
driver so that each driver has the same opportunity in the search of passenger.
The concept behind those applications is a concept which is becoming a
trend in many parts of the world, including in Indonesia, namely the concept
of sharing economy. The sharing economy is an economic model based on
sharing, swapping, trading, or renting products and services in a way that
enables access over ownership. (Rachel Botsman: 2010).
In order to support the success of this model, digital technology is pivotal
to the growing concept of sharing economy, to enable scale and enhance
economic impact. A number of sharing platforms have emerged which enable
individuals to share goods and services like cars, houses, household products
and services. The proliferation of mobile devices has heralded a digital
revolution to serve as a catalyst of growth.
The sharing economy is quickly paving new roads in the automotive
industry, establishing a web of transportation options. It holds a great promise
as a generator of economic opportunity and enabler of more affordable,
convenient access to goods and services for the people who need the most.
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However, achieving a more meaningful uptake of collaborative marketplaces
among lower-income populations requires targeted and inclusive business
strategies that mitigate barriers to entry and address some of their unintended
risks. Such strategies would not only bring benefits to society, they would
increase the quality of live for the people who share.
The appeal of the sharing economy lies in the fact that the sharing
platforms create a win-win situation for all the stakeholders. The benefits of
the sharing economy are manifold - including on-demand access to goods and
services, efficient utilization of unused inventory of assets across industries,
leading to a multiplier effect such as increased employment, consumerism,
digital literacy and the rise of micro-entrepreneurship. (Gururaj Ravi, 2015)
In the Indonesian context, the appeal of the sharing economy as a concept
lies in the fact that personal asset ownership (such as cars) is comparatively
lower. The sharing economy, by its very nature emphasizes on the re-use of
assets rather than absolute ownership, which helps individuals to experience
the benefits of these assets without really owning them. On the supply side,
the sharing economy is transforming the work force and is making the road to
entrepreneurship more accessible for many people.
In Indonesia, the biggest impact of the sharing economy has been felt in
the transportation space, where the emergence of these platforms has made it
convenient for any individual to commute from one point to another.
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The concept has also become very relevant to industries like
accommodation, grocery and food, household service and healthcare.it is also
likely emerge as a growth driver for other specialized and nice service like
medical appointment, cleaning service, auto care, beauty care, and other
service sector expansion among others. (www.markplusinstitute.com)
Table 1.1
Growth of population in Tangerang City 2015
No District
Total Population (Inhabitant)
2011 2012 2013 2014
1 Ciledug 136.655 147.023 161.604 169.426
2 Larangan 151.879 163.901 176.229 182.732
3 Karang tengah 109.931 118.473 121.627 130.509
4 Cipondoh 216.346 227.396 242.548 256.810
5 Pinang 148.222 166.172 174.655 182.357
6 South Tangerang 137.524 157.343 162.192 167.463
7 Karawaci 156.465 172.959 276.556 179.240
8 Jatiwung 127.824 119.929 120.767 121.045
9 Cibodas 111.249 144.422 148.032 150.889
10 Periuk 119.249 132.089 136.420 140.076
11 Batuceper 95.538 92.351 95.162 97.532
12 Neglasari 82.607 105.585 108.908 111.718
13 Benda 77.541 85.522 89.119 923.336
Total 1.652.590 1.847.341 1.918.556 1.982.132
(Source: Statistics of Tangerang City 2013-2015)
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Based on BPS data Tangerang city, the population of the city of Tangerang in
the period of 2011-2014 has increased from 1.65259 million inhabitants (2011) to
1,982,132 inhabitants (2014). The average population growth of the city of Tangerang
in the period 2011-2014 is 3.28%.
The survey also show that population in South Tangerang density increased in
the period years 2011-2014, from 100 inhabitants / ha (20) to 120 inhabitants / ha
(2013). Districts with the highest population density today is the District Prohibition,
namely 194 soul / ha (in 2013), while the districts with the lowest population density
is Subdistrict Neglasari, that is 69 people / ha (2013).
Tabel 1.2
Commuter Jabodetabek in DKI Jakarta 2014
Residence
Location of activities
South
Jakarta
East
Jakarta
Central
Jakarta
West
Jakarta
North
Jakarta
DKI
Jakarta
South Jakarta 2,02% 4,10% 1,64% 0,85% 8,60%
East Jakarta 4,66% 4,07% 1,42% 2,92% 13,07%
Central Jakarta 1,60% 0,72% 1,49% 1,05% 4,89%
West Jakarta 2,32% 0,40% 4,06% 3,66% 10,43%
North Jakarta 0,76% 1,00% 2,77% 1,59% 6,11%
Kab. Bogor 1,84% 0,84% 1,98% 0,72% 0,27% 5,64%
Bogor 0,30% 0,24% 0,34% 0,22% 4,00% 1,15%
Depok 6,47% 2,05% 2,07% 0,63% 0,47% 11,69%
Kab. Bekasi 0,14% 2,60% 0,84% 0,32% 0,91% 4,81%
Bekasi 2,94% 6,35% 3,04% 0,96% 1,51% 14,80%
Kab.Tangerang 0,32% 0,10% 0,49% 1,06% 0,20% 2,17%
Tangerang 2,29% 0,15% 1,42% 3,70% 0,39% 7,95%
South
tangerang 5,36% 0,29% 1,65% 1,14% 0,24% 8,68%
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According to commuter survey data in Jabodetabek 2014 below, there
are 1,38 million commuter Bodetabek (Bogor, Depok,Tangerang,Bekasi) who
have activity in DKI Jakarta. The table above shows the percentage of
commuter in 2014. According to the table can be seen that the most high
commuter from Bodetabek to DKI Jakarta is from Bekasi, with 14,80 percent,
followed by commuter from Depok with 11,69 percent, and commuter from
SouthTangerang with 8,68 percent.
The survey also shows the distribution of the commuter destination in
DKI Jakarta. Mostly in Depok commuter commuting activities in South
Jakarta (6,47%), commuter from Bekasi mostly commute in East Jakarta
(6,35%). And south tangerang commuters mostly commute in South Jakarta
(5,36%). This is in accord with the laws of mobility behavior population
(Ravenstein) which says that migrants will choose the closest major move as
the destination. The main activity of the place every day also be an indicator
of electoral residence actors commuter (CBS, 2015).
Along with population growth and the number of users of private car
which reached 86% in Jakarta. Indeed, many reasons that make people
reluctant to switch to a mode of mass transportation. The reasons include the
availability of mass transportation units that do not fit the needs, the lack of
security and comfort, and no integration between modes of mass
transportation. (Ali, 2014)
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Table 1.3
Development of Vehicle in South Tangerang
Vehicle 2011 2012 2013 2014
Motorcycle 580.490 700.672 792.518 916.283
Car 81.366 85.291 90.681 101.112
Truck 67.989 70.610 74.706 78.895
Bus 21.617 24.582 24.627 24.880
Total 751.462 881.155 982.532 1,121,170
Source: Regional Statistic of South Tangerang 2015
The growth of motorcycle over the last five years reached 14 percent
per year. If broken down by type of vehicle, motorcycle experiencing the
highest growth of 15,7 per cent per annum.
The number of motorcycle owner is the biggest because the motorcycle
is still the most economical vehicles. In addition to affordable prices, the
process of motorcycle ownership is also very easy. Many leasing companies
are vying for market motorcycle products. It is nearly the same kind occurred
in passenger cars. The high ownership of types of motorcycle and passenger
cars have encouraged the development model of sharing economy to reduce
the environmental impact due to excessive consumption, saving costs by
hiring or consumption of goods unfit for use and provide access to people who
need a product but does not have the ability to buy goods. (Markplus institute,
p36).
One private company provider of online transportation network is GO-
JEK. GO-JEK is a social enterprise that partners with a group of
experienced and trustworthy ojek drivers to deliver a one-stop-shop
convenience service for Indonesians. The services include Transport,
Instant Courier, GO-FOOD and Shopping. GoJek system can be used for
every cellphone which have connected to the internet. Many well-known
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providers such as GrabBike and Uber Motor for online transportation service
basis, but only 1 brand that had been becoming the winner of online
transportation service and It was GoJek. Gojek becoming the best because
they offer various kind of services and they knew how to market their
products. The data below proved GoJek can be said as the market leader
because they were the best than GrabBike and UberMOTOR.
Table 1.4
Various types of online Transportation Service (Motorcycle)
Provider 2014
Partners
2015
Partners
2016
Partners
GoJek 800 10.000 220.000
GrabBike 1.000 8.000 400.000
UberMOTOR - - 900
Source: tekno.liputan6.com 2016
Based on that amount, GO-JEK rapidly increasing each year, followed
by GrabBike and UberMOTOR as the new competitor since 2016. Based on
the table above GO-JEK has successfully became the first rank in Indonesia.
Even, Uber was in lower position than GO-JEK. (www.tekno.liputan6.com).
The founder of GO-JEK is Nadiem Makariem, Birian Cu and
Michaelangelo Moran. GO-JEK currently has more than 4000 drivers in South
Tangerag.. It has several service options: GO-JEK ( a pick-up service by
motorcycle), GO-Car (a pick-up service by car), GO-BOX (shipping service
by iruck). In addition, GO-JEK also has a number of services such as GO-
FOOD (a delivery service for food and soft drinks), GO-SEND (courier
service), GO-MART (shopping platform service), GO-MASSAGE
(professional massage service), GO-CLEAN (professional cleaning service),
GO-GLAM (beauty salon service), GO-TIX (mobile ticketing service), GO-
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BUSWAY (timetable monitoring), GO-PAY (Virtual cash service), GO-MED
(medical supplies service). GO-AUTO (Auto care service) and GO-PULSA
(top-up service). Currently Indonesian GO-JEK operates in ten major cities
such as: Jakarta, Bandung, Surabaya, Bali, Makassar, Yogyakarta, Medan,
Semarang, Palembang and Balikpapan.
According To lovelock and Wirtz (2010: p280), from a customer’s
perspective, the encounter with service staff is probably the most important
aspect of a service. From the firm’s perspective, the service levels and the way
service is delivered by the frontline personnel can be an important source of
differentiation as well as competitive advantage. Service employees are so
important to customers and the firm’s competitive positioning because the
frontline are the core part of the product which significantly determines
service quality. Frontline is the service firm who represent the service firm,
and from a customer’s perspective, they are the firm. It is also a core part of
the brand. Service personnel often are crucially important for generating sales,
cross-sales, and up-sales. It determines productivity, as frontline employees
have heavy influence on the productivity of frontline operations. Thus,
Services (i.e., frontline staff) are in constant contact with customers, and
shows that employee satisfaction and customer satisfaction are highly
correlated.
According to the information above, the aim of this research is to
explore how the sharing economy can create profitable business opportunity to
increase wellbeing which collaborates with GO-JEK. Thus, the sharing
economy to make further in-roads in Indonesia, the sharing platforms will
have to address a few key imperatives. A technology platform that provides a
10
transparent pricing, verified listings and background checks, and assured
delivery of services will reinforce consumer trust in these platforms. Thus, the
sharing economy can help company create marketing strategies to promote its
business and obtain good employees.
B. Research Question
Based on the background that the author has described, the formulations of the
problem are:
1. Do people influence the opportunity to increase wellbeing?
2. Does products & process influence the opportunity to increase wellbeing?
3. Does partnership influence the opportunity to increase wellbeing?
4. Do people, product & process and partnership simultaneously have significant
influence the opportunity to increase wellbeing?
C. Research objective
Based on the fact that the model of sharing economy is rapidly increasing in
Indonesia, the objective of this research is:
1. To analyze how sharing economy influence the opportunity to increase
wellbeing.
2. To analyze how people influence the opportunity to increase wellbeing.
3. To analyze how products & process influence the opportunity to increase
wellbeing.
4. To analyze how partnership influence the opportunity to increase
wellbeing.
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D. Research Advantage
1. For the author, this research can improve the author’s knowledge and this topic
can always be used in every kind of business. This research is also done in order
to graduate as a Bachelor of Economics of State Islamic University Jakarta.
2. For company, the result of this research can be used to improve the strategy of
GO-JEK because the results are based from the background of the drivers.
3. For Islamic State University (UIN) Jakarta, the research can also be used for other
students in order to help the students to finish their thesis.
4. For the driver, the research will be the source of knowledge to open up a business
with sharing economy model.
5. For reader and Another Research, I hope people who read this research will feel
easy to read the methods of this research
12
CHAPTER II
LITERATURE REVIEW
A. Variables Theory
1. Transportation
Transportation is an activity of transport or move both goods and people from
one place to another. Transport has an important role for connecting people and place.
Transportation services can be utilized both in the scope of local, regional, national,
and international levels. Besides, transport has function to support the development
activities of other sectors such as education, trade, industry, health, and others.
(Adisasmita,2011)
The function of transportation is basically to facilitate communication and
encourage the mobility of people. The existence of transport facilities and
infrastructure facilities in the region greatly influences the interaction between the
regions. The availability of adequate transport system in an area can lead to higher
population movements between regions so that an interaction between the two areas is
getting stronger. Therefore, the transportation is very important role in supporting the
development process of the region. The diversity of geographical conditions in certain
areas requires planning effective transport system and optimized for use by the public
in an integrated manner. (Saputri, 2014)
2. City Transportation System
The transportation system is the components that support each other and
cooperate in the procurement of transport activity (Miro, 1997). Transportation has
several dimensions, as the location (origin and destination), tools (technology) and
specific purposes such as the purpose of economic, social, and other activities. Range
of transport services is the geographical boundaries of the services provided by
13
transport on the transport users. Therefore, the city's transportation system is a unity
of the components that support each other and cooperate in the procurement of
transport that serve urban areas.
Morlok states the main components in transport is:
1. People and Goods
2. Vehicle and containers
3. Road ( A moving conveyance)
4. Station / Halte ( pick up & drop off place)
5. Operation system (which regulated these components)
Hanson (1995, in Abdillah, 2014) suggests the two concepts in the
understanding of transport, such as accessibility and mobility. Accessibility is the
total of the opportunity, in terms of activity, is within a certain distance or travel time
while mobility is the ability to make the shift from the different activities.
Adisasmita (2011) suggests the main functions in the economy and the
development of transport there are two, such as a support (serving facility) and as a
driver or support (promoting facility). Transportation as a support (servicing facility)
for the purpose of serving transport services in the development activities of other
sectors. While transport serve as a spur development (promoting facility) meant that
the construction of facilities (infrastructure) transport is expected to help open
backwardness of border regions.
3. Factors Influencing the Selection of Transportation Mode
Selecting the mode of transport in urban areas is not a random process, but is
influenced by factors such as speed, distance of travel, comfort, pleasure, cost,
reliability and availability, the size of the city and the socioeconomic status of the
14
traveler. (Bruton, 1972 Warpani, 1990). Factors affecting the choices are aspects that
influence a person to use a particular mode of transportation. Factors that are
influencing the selection of transportation mode is based on the characteristics of the
road, movement characteristics, and characteristic modes of transport facilities
(Tamin, 2000).
Factors influencing the selection of transportation mode based on characteristic of the
user are:
1. Availability or ownership of private vehicle: Someone who has a personal
vehicle is usually made less use of public transport.
2. Ownership of Driving License (SIM)
3. Household: family with children, retired, single, etc
4. Income: the higher the income the higher opportunity to use of private
vehicle
According to (Tamin, 2000), Characteristics of a person's movements can also affect
the moda choice is used. These factors are:
1. The purpose of movement: work, shopping, schools, recreation, social, etc.
2. The timing of the movement.
3. Distance traveled: people will tend to use public transport to travel that far.
4. Marketing
a. Definition of Marketing
Broadly marketing is defined as a social and managerial process by which
individuals and organizations obtain what they need and want through creating and
exchanging value with others (Armstrong and Kotler, 2009: 38).
15
Marketing is the process by which companies create value for customers and
build strong customer relationship in order to capture value from customers in return
(Armstrong and Kotler, 2009: 38).
The American Marketing Association defines marketing and marketing is an
organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders (Kotler et al, 2009:5).
The twofold goal of marketing is to attract new customers by promising
superior value and to keep and grow current customers by delivering satisfaction
(Armstrong and Kotler, 2009: 37).
Marketing is a social process involving the activities necessary to enable
individuals and organizations to obtain what they need and want through exchanges
with others and to develop ongoing exchange relationships (Mullins, Walker, and
Boyd, 2008: 6).
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders (Kerin et al,
2006: 8).
5. Service Marketing
Service is the most important element to know customer satisfaction in
consuming the product or service. Service has variety meaning and traditionally
difficult to describe. Some expert also define in different ways, here are the definition
of service:
a. According Lovelock and Wirtz (2011:9) services are economic activities that
have offered by one party to another party, most commonly employing time-
16
defined performances to bring about desired result in recipients themselves or
in object or other assets for which purchasers have responsibility.
b. According Lovelock and Wirtz (2005:9) services are economic activities that
have offered by one party to another party, most commonly employing time-
defined performances to bring about desired result in recipients themselves or
in object or other assets for which purchasers have responsibility.
c. According to Kottler and Keller (2012: 356) service is any act or performance
one party can offer to another that is essentially intangible and does not result
in the ownership of anything. Its production may or may not be tied to a
physical product.
According sto Kotler and Armstrong (2012:5) Marketing is the process by
which companies create value for customers and build strong customer relationships
in order to capture value from customers in return.
According to Lovelock and Wirtz (2010: 24) service marketing is a broad
category of marketing strategies focused on providing service as the core product.
According Lovelock and Wirtz (2005:8) service organizations range in size
from huge international corporations like airlines, banking, insurance,
telecommunications, hotel chains, transportations, restaurants, laundries, taxis,
optometrists, and numerous business-to-business ("B2B") services.
6. Categories of Service Mix
According to Kotler and Keller (2012: 356) the service component can be a minor or
a major part of the total offering. It has five categories of offerings:
a. Pure tangible goods: these include physical products with no accompanying
services.
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b. Tangible good with accompanying services: a tangible good, like a car,
computer, or cell phone, accompanied by one or more services. Typically, the
more technologically advanced the product, the greater the need for high-
quality supporting services.
c. Hybrid: an offering, like a restaurant meal, of equal parts goods and services.
People patronize restaurants for both the food and its preparation
d. Major service with accompanying minor goods and services: a major service,
like air travel, with additional services or supporting goods such as snacks and
drinks. This offering requires a capital-intensive good—an airplane—for its
realization, but the primary item is a service.
e. Pure service: primarily an intangible service, such as babysitting,
psychotherapy, or massage. These are only service where the element of
intangibility and non-transfer of ownership is maintained.
7. Service Marketing Mix
According to Lovelock (2010: 24) the 7 Ps of services marketing are needed to create
viable strategies for meeting customer needs profitability
a. Product: all components of the service performance that create value for
customers. Managers must select the features of both the core product and the
bundle of supplementary service elements surrounding it, with reference to the
benefits desired by customers and how well competing products perform.
b. Place: Delivering product elements to customers involves decisions on both
the place and time of delivery and may involve physical or electronic
distribution channels (or both), depending on the nature of the service being
provided. Firms may deliver service directly to their customers or through
intermediary organizations.
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c. Price: expenditures of money, time and effort that customers incur in
purchasing and consuming services.
d. Promotion: all communication activities and incentives designed to build
customer preference for a specific service or service provider. This component
plays three vital roles: providing needed information and advice, persuading
target customers of the merits of a specific product, and encouraging them to
take action at specific times.
e. Process: a particular method of operations or series of actions, typically
involving steps that need to occur in a defined sequence. Creating and
delivering product elements to customers requires the design and
implementation of effective processes.
f. Physical Evidence: visual or other tangible clues that provide evidence of
service quality. Service firms need to provide evidence of service manage
physical evidence carefully because it can have a profound impact on quality,
customers' impressions.
g. People: customers and employees who are involved in service production.
The nature of these interactions between employee and customer strongly
influences the customer's perceptions of service quality. Customers often
judge the quality of the service they receive largely on their assessment of the
people providing the service. Successful service firms devote significant effort
to recruiting, training, and motivating their personnel.
8. Consumer-Oriented Marketing
According to Kotler and Armstrong (1999:61) Consumer oriented
marketing means that company views and organizes its marketing activities
19
from the consumer’s perspective. It should work to sense, serve and satisfy the
needs of a defined group of customers.
According to Kotler and Keller (2012:36) marketing orientation
succeeds by managing a value chain that delivers a high level of product
quality, service, and speed.
Marketing must be well coordinated with other company departments.
Marketing works when all employees appreciate their impact on customer
satisfaction. Kotler and Keller (2012:124)
Figure 2. 1
Modern Customer-Oriented Organization Chart
As shown in Figure 2.1 at the top of the organization are the
customers. Next in importance are the front-line people who meet, serve, and
satisfy the customers. Under them there are the middle managers, whose job is
to support the front-line people so they can serve the customers well. Finally,
at the base is top management, whose job is to support the middle managers.
There are customers along the sides of the figure, to indicate that all the
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division is involved in knowing, meeting, and serving customer. They achieve
profitable growth by expanding customer share, building customer loyalty,
and capturing customer lifetime value.
According to Lovelock and Wirtz (2011:303) a strong service
organization is where the entire organization focuses on the frontline to
support the frontline in their task of delivering service excellence to their
customers.
In order to create a successful service firm, there is a need to
understand the cycle of success where all employees are satisfied with their
jobs and productive can deliver service excellence and as a consequence,
customers are satisfied and loyal (Lovelock and Wirtz, 2011:309).
9. Service Employee
The quality of a service firm’s people especially who are working in customer-
facing positions plays a crucial role in determining market success and financial
performance. That’s why the People element of the 7 Ps is so important.
According Lovelock and Wirtz (2011:280) from a customer’s perspective, the
encounter with service staff is probably the most important aspect of a service. From
the firm’s perspective, the service levels and the way service is delivered by the
frontline personnel can be an important source of differentiation as well as
competitive advantage. Service employees are so important to customers and the
firm’s competitive positioning because the frontline:
a. Core part of the product: Often, the service employee is the most visible
element of the service, delivers the service, and significantly determines service
quality.
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b. Service firm: Frontline employees represent the service firm, and from a
customer’s perspective, they are the firm.
c. Brand: Frontline employees and the service they provide often are a core part of
the brand. The employees determine whether the brand promise is delivered.
d. Affects sales: Service personnel often are crucially important for generating
sales, cross-sales, and up-sales.
e. Determine productivity: Frontline employees have heavy influence on the
productivity of frontline operations.
Figure 2.2
The Cycle of Success
According Lovelock and Wirtz (2011:290) on figure 2.2 shows that success
applies to both employees and customer. Attractive compensation packages are used
to attract good quality staff. Broadened job designs are accompanied by training and
22
empowerment practices that allow frontline staff to control quality. With more
focused recruitment, intensive training, and better wages, employees are likely to be
happier in their work and to provide higher quality, customer-pleasing service.
Regular customers also appreciate the continuity in service relationships resulting
from lower turnover and so are more likely to remain loyal.
According to James et al (1994:166), the service-profit chain establishes
relationships between profitability, customer loyalty, employee satisfaction, loyalty
and productivity.
Figure 2.3
The Links in The service-Profit Chain
The links in the chain regarded as propositions are as follows: loyalty is a
direct result of customer satisfaction. Satisfaction is largely influenced by the value of
services provided to customers. Value is created by satisfied, loyal and productive
employees. Employees’ satisfaction, in turn, results primarily from high quality
support services and policies that enable employees to deliver results to customers.
23
According to Bulgarella, C. Caterina (2005:5) how employees feel about their
job has an impact on their work experience, but also on tangible business outcomes
such as customer satisfaction, sales, and profit. Employees can strongly contribute to
an organization’s success by having a customer-centric approach in their work and in
their work-related interactions
From the definition above successful service organizations are working
closely with marketing and operations managers and committed to effective
management of human resources that create satisfy employee to help company
improve its market oriented.
10. Sharing economy
Sharing economy is an economic model based on sharing, swapping, trading, or
renting products and services in a way that enables access over ownership. This can
include business-to-consumer, business-to-business, and/or peer-to peer transactions.
(Rachel Bostman:2010).
According A. Stephany, the sharing economy is the value in taking underutilized
assets and making them accessible online to a community, leading to a reduced need
for ownership for those assets. (Alex Stephany:2015)
To enable more people to benefit from and contribute to the sharing economy,
there needs to be an intentional focus on inclusion as a core part of the business
model. While corporate citizenship and philanthropic programs provide important
contributions, companies that build an inclusive business model will contribute to a
more sustainable impact and create more opportunities for business growth.
24
BSR is a global nonprofit organization that works with its network of more than
250 member companies and other partners to build a just and sustainable world. From
its offices in Asia, Europe, and north America, BSR develops sustainable business
strategies and solutions through consulting, research and cross-sector collaboration.
According to BSR’s Framework of inclusive economy, there are there BSR’s
inclusive economy framework, which outlines three ways business can help create an
inclusive economy: good jobs, access to goods and services and investments for
prosperous local communities.
11. Access to Essential Goods and Services
Based on BSR’s Inclusive sharing economy, there are three important to build
an inclusive sharing economy, focused on the second pillar: access to goods and
services helps individuals improve their well-being and standard of living and
realize their potential—creating significant macro-economic benefits and serving
as a driver of innovation and productivity, which benefits businesses. However,
enhancing access to goods and services depends on the other pillars, specifically:
a. People (cultivating diversity and inclusion)
b. Products and process (fostering inclusive innovation)
c. Partnership (amplifying impact and reach)
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12. Dimension of Access to Essential goods and Services
Figure 2.3
Inclusive Sharing Economy Framework
(Source: Shareable.net)
a. People (Cultivate Diversity and Inclusion)
According to Taylor Cox in Cultural Diversity in Organizations,
Managing diversity is defined as planning and implementing
organizational systems and practices to manage people so that the potential
advantages of diversity are maximized while its potential disadvantages
are minimized.
For the sharing economy to be inclusive, it must cultivate diversity in
workforces and create good jobs. It must also make inclusion a priority in
the investment community, which sets the expectations for company
performance. Creating a culture of inclusion along the value chain is the
26
foundation for fostering more inclusive innovation in products and
processes and building partnerships with a diverse range of actors. (BSR
an Inclusive Sharing economy 15:38).
1) Inclusive Workforce
Inclusiveness is about leveraging the differences such as : Education
Background, gender, age and marital status.is about creating an
environment where all of people feel, and are, valued, where they are able
to bring their differences to work each day, and where they contribute their
personal best in every encounter.
(Source:http://www.ey.com/us/en/people-and-culture/diversity-and-
inclusiveness)
To promote inclusiveness, the workers have to be diverse. Having a
diverse workforce can help companies capture a larger share of the
consumer market, because individual workers who have varied
backgrounds and experiences can better understand and market to a larger
group of consumers. (Kerby and Burns, 2012). Diversity for sharing
economy companies has centered on drivers, hosts, or other providers of
and participants who use these services. Companies also can cultivate
diversity and encourage inclusion in their own workforces—from
executives to engineers to user-experience designers—to ensure that
diversity is considered in the development of product and services. By
adopting the best practices, inclusiveness will be well on its way to
building an inclusive workplace (BSR inclusive sharing Economy 15:38)
Research shows that having a diverse workforce can help companies
capture a larger share of the consumer market, because individual workers
27
who have varied backgrounds and experiences can better understand and
market to a larger group of consumers. ( kerby and burns, 2012)
2) Participation by a diverse set of providers
For the sharing economy needs to be both available and accepted in
communities. Many companies in the sharing economy suffer from a trust
deficit in communities of people who believe that the benefits of the
sharing economy are not being shared widely. One way to address this is
to recruit and retain more providers in areas where target users live. (BSR
inclusive sharing Economy 16:38). There are a few ways for companies to
encourage participation by a more diverse set of providers.
Companies can facilitate the purchase or lease of assets. For
example, GO-JEK partnered with PT. Courts Retail that gives
GOJEK drivers access to own smartphone at affordable credit
price. (source: http://www.beritasatu.com)
Companies can also explore ways to improve job quality in
order to attract and retain providers and ensure quality services.
This means ensuring that contract workers are protected by
labor standards like minimum wage, overtime pay, and sick
leave, and providing adequate social and health-care benefits. It
can also include incentives that motivate providers and raise
their incomes, training, and support so providers can become
successful entrepreneurs. (BSR inclusive sharing Economy 16:38)
3) Inclusion as a priority in capital markets
Promoting inclusion within sharing economy companies
requires that financial drivers are aligned with companies’ intentions to
28
create social and economic value. Existing capital markets are
structured to undervalue inclusion, which creates barriers for early-
stage companies that are beholden to their investors and fighting to
stay afloat. Although socially responsible investing has grown
significantly in the last few years, factors such as inclusion and
diversity are not often prioritized in investment decisions. In
recognition of the fact that sharing economy companies were
established with the intention to provide social and economic benefit,
investors should position themselves and their assets to facilitate the
growth of the companies’ positive impacts, such as empowering
partner with higher earnings, better utilization of time and creating
business in order to generate income to the bottom line. This requires a
perspective of ―patient capital‖ that considers long-term returns and
social impact returns to be key factors in investment decisions. (BSR
inclusive sharing Economy 17:38)
b. Products and Process ( Foster Inclusive Innovation)
Innovation is implementing new ideas that leads to the creation of
social and economic value. (Gordon graham, U.S National Innovation
Initiative, 2008). According to Schumpeter, Innovation is the
―Implementation of new combinations‖ (new product, new production
method, new markets, new purchasing source, new organization).
Companies can gain insight into low-income users’ specific needs by
taking a more human-centered approach to their product- and service-
development processes. Human-centered design, popularized by product
and service designers at IDEO, has been used widely— notably to improve
29
the lives of low-income individuals. Such an approach has the power to
open new markets with tailored innovations in delivery models and with
product and service offerings that align with the needs of low-income
individuals. These needs may span from access to credit cards and
traditional financial systems required to participate in sharing economy
services, to flexible payment plans for those living paycheck to paycheck,
to platform alternatives to accommodate greater mobile web and Android
OS usage among low-income smartphone users. (BSR’s Inclusive Sharing
Economy 17:38)
1) Innovation Management
Afuah (1998) suggested innovation is the use of new technical
and administrative knowledge to offer a new product or service to
consumers. Ohno, 1988 define innovation management is a new set of
practices and processes aimed at improving production efficiency and
reducing waste. According to Yorks & Whitsett, 1985 innovation
management is a new set of practices and processes around the job
design of employees with the goal of improving their happiness at
work.
In addition to retaining a diverse workforce, companies can
encourage employees to focus on inclusive innovation through
technology by setting inclusion as a top business priority, providing
financial and other related resources, and rewarding and incentivizing
employees who pursue inclusive innovation work. (BSR’s Inclusive
Sharing Economy 1:38)
2) Human Centered Design
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One of the innovation-management practices companies can
implement is adopting a more human-centered approach to product and
service design. Sharing economy firms are increasingly recognizing
the importance of design in facilitating inclusion.
3) Service Innovation
A service innovation is a new service or such a renewal of an
existing service which is put into practice and which provides benefit
to the organization that has developed it; the benefit usually derives
from the added value that the renewal provides to the customers. In
addition, to be an innovation the renewal must be new not only to its
developer, but in a broader context, and it must involve some element
that can be repeated in new situations, i.e. it must show some
generisable features(s). A service innovation process is the process
through which the renewals described are achieved (Toivonen &
Tuominen, Emergence of Innovations in Services: Theoretical
discussion and two case studies, 2006).
Service innovation is the multidisciplinary process of
designing, realizing and marketing combinations of existing and/or
new services and products with the final attempt to create valuable
customer experiences. (Flikkema et al. 2010)
According to Biswas.R and Pahwa (2015:2) the appeal of
sharing economy lies in the fact that sharing economy platform is
efficient for the traveler. It also facilitated the new creation of new
market. Enterprising can now generate income by renting assets. Trust
must be achieved as a first step because the technology has made it
31
more reliable, affordable and safe by authenticating the identity of the
service provider.
c. Partnerships (Amplify Impct and research)
Expanding access also requires partnerships to address systemic
barriers ranging from low levels of social capital and trust among
communities to unsupportive regulations and poor infrastructure. Four
different types of partners could help support a more inclusive sharing
economy:
1) Partnership with Government and policymakers
There is a need for sharing economy companies to partner with
government to create policies that help them grow in a way that creates
more benefits for more people and mitigates negative impacts. This
could include adjustments to consumer-protection. It could also
include policies that seek to integrate these new models into long-term
city planning to address gaps in existing public services. .A few cities
are starting to take such an approach by considering how shared
mobility services can be one piece of the larger transportation and
mobility system.
According to A.H. Vos (2010:23) Service innovation can also
be viewed as an external process that mainly focuses on interaction
with (potential) customers, with the final goal to create high quality
customer value.
Trust must be achieved as a first step and supported by
technology to make it more reliable, affordable and safe. Moreover,
dynamic pricing is applied on a location-specific basis depending on
32
the supply-demand ratio at a particular point in time. (R.Bisawas and
Pahwa.A, 2010:9)
2) Partnerships with local communities and civil society actors
Engaging communities, especially local community groups and
nonprofit organizations, can help companies identify and understand
key community needs and launch pilot projects that tackle existing
urban challenges.
It can also help strengthen community trust in new models and
promote the idea of sharing with strangers. Regulatory or technological
fixes are not the only way to harness the sharing economy to promote
greater inclusion. Companies must also commit to understanding and
addressing the underlying inequalities in access to technology and
credit, discrimination and distrust, and a host of other deep-rooted
factors that prevent the sharing economy from working well for
everyone. (Tomer and kane 2015). By creating a network with
nonprofits, companies could make this an ongoing part of the sharing
economy experience, fostering connectivity and a culture of inclusion
and trust. (BSR’s Inclusive sharing economy 24:38)
GO-JEK has partnered with Dompet Duafa, the non-profit institution
that belongs to the people submissive Indonesia lift the dignity of the
poor social humanity. Together, they are helping people who need
helps caused by the flood in Garut, 22 September 2016. (source:
dompetdhuafa.org)
33
3) Partnerships with other sharing economy companies
While sharing economy companies are still jockeying for
competition, many are starting to see the value in partnering with their
peers, especially when it comes to advocacy and positioning with
regulatory bodies. These partnerships can be attractive to sharing
economy companies, especially when they help overcome external
barriers such as poor access to credit for low-income service providers
or users. These partnerships include traditional and even competing
businesses for instance, in car rental or hospitality industries as well as
partnerships with payment and technology companies that serve as
facilitators or enablers (BSR’s Inclusive sharing economy 24:38).
GO-JEK has launched Swadaya, it is a program to improve the
wellbeing of the drivers. GO-JEK and PT Ruma, together launched
Swadaya for the drivers with five benefits, such as: have access
towards financial institution in order to have access over financial
service, insurance benefit, affordable installment of pruducts, benefits
over purchasing goods or foods and repair service. Drivers can gain
their income simply by being a head of Arisan (social gathering which
a group of relatives meet monthly for a private lottery).
(www.driver.go-jek.com)
4) Partnership with The Broader Business Community
These partnerships can be attractive to sharing economy
companies, especially when they help overcome external barriers such
as poor access to credit for low-income service providers or users.
These partnerships include traditional and even competing businesses.
34
If these types of models addressed specific needs of small- and
medium-size enterprises in low-income neighborhoods, this could
unlock significant opportunities for small businesses, support positive
relations in communities, and promote more sustainable use of
resources. Promoting sharing of assets with businesses is also seen as
part of companies’ commitments to sustainability, especially when this
enables companies to reduce or eliminate waste or unused assets.
GO-JEK has partnered with various business communities such as:
1. Blue Bird Taxi: Gojek platform can facilitate Blue bird to search for
a passanger.
2. BCA and Mandiri : both financial institution facilitate Gojek in
order to bring E-cash asone of the payment method.
3. Telkomsel: To improve services for users of both services company,
Telkomsel GO-JEK cooperation with Indonesia in terms of
communications solutions for the GO-JEK driver, and the development
of distribution channels for products and services Telkomsel. In this
partnership, the two sides also involves Tiphone voted as the online
channel partners Telkomsel products.
4. LINE: partnership between Go-Jek and LINE is an online to offline
basis communication for driver and rider.
5. Restaurants and other related services.
13. Well Being
According to World Health Organization (WHO) 1948, proposed a definition
that viewed health as ―a state of complete physical, mental, and social well-being and
not merely the absence of disease and infirmity‖ (WHO, 1948). Nonetheless, most
35
health care research and practice continued to rely on the traditional medical model
that focused on reducing disease and disability, with little attention given to the nature
of health and well-being. A variety of different conceptualizations of well-being were
also being promoted during this time, and the proliferation of these approaches led to
confusion as to how to properly define and measure positive health and functioning
(Jayawickreme et al., 2012; Lent, 2004). These varying conceptualizations can be
categorized into four broad approaches; such as The Hedonic approaches, the
eudaimonic approach, quality of life (QoL) and wellness.
14. Dimension of Well-Being
1) The Hedonic Approach
According to Ryan & Deci, 2001, the hedonic approaches to conceptualizing
well-being focus on pleasure and happiness. The most prominent hedonic model is
known as subjective well-being, a tripartite model consisting of satisfaction with
life, the absence of negative affect, and the presence of positive affect (Diener,
Emmons, Larsen, & Griffin, 1985). Proponents of this perspective tend to
conceptualize well-being in terms of all three of these constructs, although many
researchers focus on life satisfaction alone when assessing well-being from this
perspective.
2) The Eudaimonic Approach
Eudaimonism is a moral philosophy that defense right action as that
which leads to the well-being of the individual, thus holding well-being as having
essential value. The eudaimonic approaches tend to focus on a larger number of
life domains, although they vary significantly regarding the fundamental elements
that determine well-being. For example, one of the more prominent eudaimonic
36
models is the psychological well-being model (Ryff, 1989; Ryff & Keyes, 1995),
which suggests that well-being consists of six elements: self-acceptance, positive
relations with others, autonomy, environmental mastery, purpose in life, and
personal growth. The eudaimonic model proposed by Ryan and Deci (2001),
however, suggests that well-being is found in the fulfillment of three basic
psychological needs: autonomy, competence, and relatedness. Clearly these two
models overlap, but they also illustrate the variation found within the eudaimonic
approaches to understanding well-being.
3) Quality of Life (QOL)
The term QoL is often used interchangeably with wellbeing in the
literature. For example, the authors who developed the Quality of Life Inventory
use the terms quality of life, subjective well-being, and life satisfaction
interchangeably (Frisch, Cornell, Villanueva, & Retzlaff, 1992). According to
Ruut Veenhoven 2001, the term 'quality-of-life' is used to denotes different
meanings. The following three main notions can be discerned:
a. Quality of environment (Livability): Often the term quality-of-life refers to
quality of the living environment. Ecologists use the phrase in appeals against
environmental degradation. Sociologists speak of quality-of-life when they aim at
societal merits. In this use of words, external conditions for a good life are in fact
equated with the good life itself as a quality physical milieu. A more appropriate
term is 'livability'.
b. Quality of performance (life-ability): The term quality-of-life is also used to
denote how well people cope. This use of the word is most common in the
therapeutic professions. Medical doctors refer to quality-of-life as ability to work
effectively to add strength for doing a best job possible. In their inventories it is
37
often measured by physical ability, sometimes called 'performance-status'. Inner
ability to deal with the problems of life is equated with the good life itself. A more
appropriate label would seem 'capability for life' or 'art of living'.
c. Quality of the result (fulfillment): The above two meanings describe pre-
conditions for a good life, rather than the good life itself. Consequently a third
meaning focusses on the latter connotation and characterizes the quality-of-life in
terms of its outcomes. Outcomes are described by 'products' of life and as
'enjoyment' of life. When quality-of-life is conceived in terms of 'products', it
denotes what a life leaves behind. Quality-of-life is conceived in terms of
'enjoyment', the focus is on personal experience of life. The good life is then a life
one likes. Whereas all the above meanings of the term quality-of-life denote
merits that can be assessed by an impartial outsider, this latter meaning refers to a
quality that can be appraised only the subject himself.
4) Wellness
Wellness represents the optimum state of well-being. With regard to the
optimal living profile. Similar to the situation for QoL, some authors use the term
wellness interchangeably with well-being (Harari, Waehler, & Rogers, 2005;
Hattie, Myers, & Sweeney, 2004). One early definition of wellness shares with
eudaimonic approaches a focus on optimal functioning and defines wellness as
―an integrated method of functioning which is oriented toward maximizing the
potential of which the individual is capable‖ (Dunn, 1961, p. 4, as cited in
Palombi, 1992).
Conceptualizations of wellness emphasize that well-being is more than the
absence of illness, although theories of wellness differ in the specific elements
included (Palombi, 1992; Roscoe, 2009).
38
B. Previous Research
There were several previous researches that become guidance for this
research, those are:
Table 2.1
Previous Research
No
Research
Title
Research
Objective
Methodology Findings
1. ―An Inclusive
Sharing Economy
Unlocking Business
opportunities to
Support Low
Income and
Underserved
Community‖ J.D.
Pluess, Lily E. Kim,
M. Lee & . Pelaez,
2015. BSR
Working Paper
Seeks to promote
an inclusive
sharing economy,
which unleashes
new business
opportunities that
expand access to
goods and
services and to
catalyze greater
collaboration
among sharing
economy
companies,
governments, and
the wider
business
community
Collectively
using Qualitative
data based on
expert
interviews, a
review of the
latest academic
literature and
media
perspectives on
the sharing
economy, and
two convenings
with leading
thinkers and
sharing economy
companies.
Several core
elements of
sharing economy,
such as: -
promoting access
over ownership -
enabling peer to-
peer connections
-accelerating the
use of digital
platforms.
The research
found that there
are 2
opportunities in
adopting sharing
economy
39
No
Research
Title
Research
Objective
Methodology Findings
2. ―The Sharing
Economy:
Consumer
Intelegence Series‖
Deborah Bothun,
Matthew
Lieberman,
Matthew egol,
David Clarke, Joe
Atkinson, Jennie
Blumenthal, Brian
Decker, Matt
Hobbs, Sameer
Shirsekar, 2014.
PricewaterhouseC
ooper Journal
To explore how
the sharing ethos
will make its
mark on the wider
market—and to
understand what
incumbents and
challengers must
do to position
themselves ahead
of disruption and
capitalize on new
sources of
revenue. To know
the Sharing
economy
landscape in a
wider market.
Qualitative Data
by interviewing
business
executives and
collecting data
about the trend
of Sharing
economy on
social media
Present a
snapshot of the
sharing economy:
-by the numbers
-perspective from
industry
specialist
, providing the
landscape of
sharing economy,
and the means of
sharing economy
for another
business.
40
No
Research
Title
Research
Objective
Methodology Findings
3. ―An Impact of
Employee
Satisfaction on
Customer
Satisfaction In
Service Sector of
Pakisan‖ Daniel. A;
Ashar. M; Ihsan-Ur-
Rahman. H;
Wahabshahbaz,
2010. Journal of
Asian Scientific
Research
To conduct a
literature review
in the relevant
area of study of
customer
satisfaction, to
analyze the
impact of
employee
satisfaction on
customer
satisfaction in
services sector of
Pakistan, and to
study the
relationship
between
employee
satisfaction and
customer
satisfaction in
services sectors of
Pakistan.
Questionnaire
with likert scale
and has 50
respondents.
The correlation
on the significant
variables on the
both of the factor
of the employee
satisfaction and
the customer
satisfaction is
highly positively
correlated and
suggested that
employee
satisfaction has
impact on the
customer
satisfaction.
41
C. Theory of Framework
According to Sugiyono (2011:60) defines that the conceptual framework is a
synthesis about relationship between variables which compiled from a variety of
theories that have been described, next analyzed critically and systematically, so that
creating the synthesis about the relationship between that studied. In this conceptual
framework shown that variables of sharing economy consist of several variables such
as (People, product & process and partnerships). The sub variables of people consist
of (inclusive workforce, diverse participation among provider, inclusion as a priority
in capital market) and the sub variables of people were taken from (BSR’s Framework
of inclusive sharing economy 2015: 13). The sub variables of product & process
consist of (innovation management, human centered design, product and service
innovations) and every sub variables of product & process were taken from (BSR’s
Framework of inclusive sharing economy 2015: 13). The sub variable of partnerships
consists of (government and policymakers, community and civil society actors, other
sharing economy companies, broader business communities) those were taken from
(BSR Inclusive Sharing Economy 2015: 13). The sub vasriables of well-being consist
of (the hedonic approach, the eudemonic approach, quality of life and wellness) those
were taken from (Phiplip J. Cooke, Timothy P. Melchert and Korrey Conor 2016:
732). Those sub variables will be subsequently changed into the indicators that will be
formed based on the theories. Then, all variables will be further processed by using
multiple regression in order to know either every independent variable will
simultaneously influence dependent variable and partially influence dependent
variable or vice versa.
42
Figure 2.3
Conceptual Thinking
The Impact of Sharing Economy in Establishing Opportunity to Increase
Well – Being (Case Study of Go-Jek)
People who are partnering with Go-Jek
People
(X1)
Product & Process
(X2)
Partnership
(X3)
Well-Being
(Y)
Try-Out Test
Validity Test
Reliability Test
Classic Assumption Test
Normality Test
Multicollinearity Test
Heterocedasticity Test
Hypotesis Test
Simultan Test (F-Test)
Partial Test (T-Test)
Multiple Linier Regression
Determinant Coefficient (R2)
Conclusion & Suggestion
43
D. Hypothesis
Based on the research framework, previous research, and research objectives, the
hypothesis of this research can be stated as follows:
1. Ho 1 : People does not significantly influence towards Well-being
Ha 1 : People significantly influence towards Well-being
2. Ho 2 : Product & Process does not significantly influence towards Well-Being
Ha 2 : Product & Process significantly influence towards Well-being
3. Ho 3 : Partnership does not significantly influence towards Well-being
Ha 3 : Partnership significantly influence towards well-being
4. Ho 4 : People, Product & Process and Partnership simultaneously do not
significantly influence towards Well-being
Ha 4 : People, Product & Process and Partnership simultaneously significantly
influence towards Well-being
44
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research is done in order to analyze regarding how much the influence of
people (X1), products & Process (X2), partnership (X3) to IncreaseWell-being(Y), as
the variables of this research. The object of this research is GO-JEK driver in South
Tangerang. This research will be done during March2017.
B. Determination of Sample Method
1. Population
A population is the aggregate of all elements that share some common sets of
characteristics that comprise the universe for the purpose of the marketing
research problem (Malhotra, 204:314). From a statistical point of view, the term
of „Universe‟ refers to the total of the items or units in any field of inquiry,
whereas the term „population‟ refers to the total of items about which information
is desired. The attributes that are the object of study are referred to as
characteristics and the units possessing them are called as elementary
units(Kothari 2004: 156). Population of this research is GO-JEK driver in South
Tangerang.
2. Sample
Sample refers to the elementary units or the group or cluster of such units may
form the basis of sampling process in which case they are called as sampling
units. A list containing all such sampling units is known as sampling frame. Thus
45
sampling frame consists of a list of items from which the sample is to be drawn
(Kothari 2004:153). Sample is part of amount and characteristic that is owned by
its population. If the population is big and the researcher is impossible to learn
everything relates to the population. For instance: because of the limitations of
money, power, time and then the researcher can use sample that is got from the
population itself (Sugiyono, 2007: 116).
In this research, the author uses purposive sampling and purposive sampling is
also a part of nonprobability sampling. According to Sugiyono, 2001: 61
purposive sampling is a sampling technique with certain considerations. The
selection of a group of subjects in a purposive sampling, based on certain
characteristics is deemed to have a close relation with the characteristics of the
population that has been previously known. The sample unit adapted to certain
criteria applied to the research objectives.
Sampling is based on consideration that respondents are the GO-JEK driver in
South Tangerang. In this research, the researcher determines 100 respondents who
are already joined as a driver.
The amount of respondents is in accordance with the the theory of rosco in
Sugiyono (2007: 74) the theory states that decent sample size of the research is
minimally 30 until 500. Then, according to Sudman and Blair in Istijanto (2009:
128) in determining the size of sample is with the approach of non-statistic, where
the sample is obtained by particular consideration which is by following the habits
that have been done by the other researchers (follow the crowd).
46
C. Data Collection Method
According to Sekaran (2003: 219) data can be obtained from primary source
and secondary source. In getting data, the author uses primary data & secondary data
and those will be explained, as follows:
1. Primary data
Primary data are original data that are collected by researcher in order
to particularly solve the research's problems (Istijanto, 2009: 44).
According to Malhotra (2004: 102) primary data are originated by a
researcher for the specific purpose of addressing the problem at hand.
Primary data in this research can directly be obtained by using
questionnaire. According to Malhotra (2004: 280) questionnaire is a
structured technique for data collection that consists of a series of
questions, written or verbal that a respondent answer. The questionnaire
has two parts, there are:
a) Part 1: Concerning the respondent data such as name, gender,
age,and education.
b) Part 2: There are several questions that will be filled by the
respondents.
The score of questionnaire assessment figure resulted in this study
based on likert scale. Likert scale is a measurement scale with five
response categories ranging from “strongly disagree” to “strongly
agree” which requires the respondents to indicate a degree of
agreement or disagreement with each of a series of statements related
to the stimulus objects (Malhotra, 2004: 258). Likert scale is used to
answer the statement of researcher and it has five categories, there are:
47
Table3.1
Likert Scale
No Kind of Answer Score
1 SS = strongly agree 5
2 ST = agree 4
3 RG = doubt 3
4 TS = disagree 2
5 STS = srongly disagree 1
Source: (Suliyanto, 2005: 23)
2. Secondary Data
Secondary data are the data that have already been collected for
purposes other than the problem at hand (Malhotra, 2004: 102). According
to Istinjanto(2009: 38) secondary data mean second or indirectly from the
sources but from another source. Secondary data are a kind of collecting
data that is not attempted by the research; it is done by the others. The data
can be obtained from literatures, journals of previous research, magazine,
nor document data that are needed in doing this research.
D. Methods of Data Analysis
1. Data Quality Test
a. Validity test
Validity is the extent to which differences in observed scale scores
reflect true differences among objects on the characteristic being measured,
rather than systematic or random error (Malhotra, 2004: 269).
According to Riduwan and Kuncoro (2008:216) explained that validity
is a measure that indicate the level of reliability of a measuring instrument. In
48
order to test the validity of measuring instrument, there must be a correlation
between each parts of the measuring instrument as a whole and then
correlating every measuring instrument with the total score in which the
number for each score point.
According to Ghozali (2011), validity of the research is used in order
to measure accuracy of an item in the questionnaire. By using Corrected Item-
Total Correlation to find a significance of coefficient correlation with α =
0,50. All items that reach the minimum coefficient of correlationα = (0,50) is
assumed satisfying.
b. Reliability test
A tool of measurement is said reliable if that tool in measuring a
symptom on different times is always showing the same result. Thus, the tools
that are consistently reliable always giving the same result (Priyatno, 2013:
30).
According to Sugiyono (2009:456) reliability is often defined as the
consistency and stability of data findings. From a positivistic perspective,
reliability typically is considered to be synonymous with consistency of data
produced by observation made by different researcher at different times.
Reliability refers to the extent to which a scale produces consistent
result if repeated measurements are made on the characteristics (Malhotra,
2004: 267). This research will use one time measurement that using Cronbach
alpha test (α). According to Nunnally in Priyatno (2013: 30) a variable is said
to provide reliable if the Cronbach alpha values > 0.60.
49
2. Classic Assumption Test
a. Normality
Normality test is done in order to know how the datapopulation
distributed normally or not. The level of normality of data is highly crucial
because if data is normally distributed, it means the data can represent the
population (Priyatno, 2010: P71).
Normality data test in this research will be done by using Kolmogorov
smirnov test. According to Priyatno (2012: 38) the hypotheses in one sample
kolmogorov-smirnov test are:
a. Null hypothesis (Ho) : Data is normally distributed
b. Alternative hypothesis (Ha) : Data is not normally distributed
With the criteria as follows:
1) If significant value (Asym Sig 2 tailed) > 0.05, data is
normally distributed.
2) If significant value (Asym Sign 2 tailed) < 0.05, data is not
normally distributed.
b. Multicollinearity
According to Priyatno (2012: 56) multicollinearity is a condition where
the relationship of perfect linear or nearly perfect among interdependent
variables happens in regression model. A regression model is said as
experiencing multicollinearity if there is perfect linear function on several or
all independent variables in linear function. Then, the influence between
independent and dependent variables will be hard to be obtained. In a good
regression model, the correlation among independent variables should not
happen.
50
The way to know either there is sypmtomp of multicollinearity or not
is by seeing the value of Variance Inflation Factor (VIF) and tolerance, if
thevalue of VIF is less than 10 and value of tolerance is more than 0.1, thus, it
is stated that multicollinearity does not occur (Ghozali in Priyatno, 2012: 56).
c. Heteroscedasticity
Heteroscedasticity is a condition where there is variance dissimilarity
from residual of all observations in regression model. A good regression
model is when heteroscedasticity does not occur. One of several methods that
can be used for measuring the heteroscedasticity is regression graphic
(Priyatno, 2012: 62). The researcher determines the regression graphic will be
used for this research.
Graphic method conducted by seeing the points pattern on scatterplot
regression. If the points spread with no clear pattern, below and above value 0
in Y axis, thus heteroscedasticity does not occur. Then, if there is certain
pattern such points that create regular pattern (wavy, widened, and then
narrowed), thus heteroscedasticity occurs (Priyatno, 2012: 69).
Glejser test can also be done for measuring heteroscedasticity and
glejser test is done by doing regression for independent variables towards the
value of absolute residual. If significance value among independent variables
with residual is more than 0,05, then the heteroscedasticity does not occur
(Ghozali in Priyatno, 2012: 62).
51
3. Hypothesis test
a. Simulant Test (F-Test)
Baroroh (2012: 2) has defined regarding F test, this test is done in
order to know the influence of independent variables towards dependent
variable simultaneously.
Simultaneous test according to suliyanto (2004: 65) by using the level
of significance (α) = 0,05 and the hypothesis can be depicted as follows:
H0 :bj = 0: People, product& process, partnership simultaneously do not have
influence in increasing well-being.
Ha :bj ≠ 0: People, product& process, partnership simultaneously have
influence in increasing well-being.
Baroroh (2012: 3) defines if F count is bigger than F table, then
minimally there is one independent variable that influences dependent
variable. While, if F count is less than F table, it means all independent
variables do not influence dependent variable.
F count < F table, then H0 is accepted, it means independent variables
simultaneously do not influence towards dependent variable.
F count > F table, then H0 is rejected, it means minimally there is one
independent variable that influences dependent variable.
b. Partial Test (t-Test)
This test is used to know whether independent variables partially
influence towards dependent variable, or not, by assuming other independent
variables are constant (Levine, 2011: 326). Partial test according to suliyanto
(2004: 65) by using the level of significance (α) = 0,05 and the hypothesis can
be depicted as follows:
52
Ho 1: People partially do not have influence in increasing well-being
Ha 1: People partially have influence in increasing well-being
Ho 2: Product & Process partially do not have influence in increasing well-
being
Ha 2: Product & Process partially have influence in increasing well-being
Ho 3: Partnership partially does not have influence in increasing well-being
Ha 3: Partnership partially has influence in increasing well-being
Baroroh (2012: 4) has also explained that if the value of t count is bigger than t
table, or the value of probability count is less than α (α = 0.05) and It means
the rejection towards Ho will happen. While in the other sides, if the value of t
count is smaller than t table, or the value of probability count is higher than α
(α = 0.05) and it depicts the independent variables do not have influence
towards dependent variable. Suliyanto (2004: 65) has also defined the formula
regarding t test, as follows:
a) T count ≥ T table or Sig. (Asym Sig 2 tailed) < α: Ho is rejected
b) T count ≤ T table or Sig. (Asym Sig 2 tailed)> α: Ho is accepted
According to Sugiyono (2009:97) the value of T count is absolute so it is not
seen as positive (+) or negative (-)
4. Multiple Linear Regression
Multiple regressions involves a single dependent variable and two or more
independent variables. The questions raised in the context of bivariate regression
can also be answered via multiple regressions by considering additional
independent variables (Malhotra, 2004: 511).
53
Priyatno (2012: 116) has defined regarding multiple regression analysis and it
is defined to assess the relationship among two or more variables with one
dependent variable. This analysis is also used to predict the value of dependent
variable if the value of independent variables experience up or down, and to know
the relation line between independent variables and dependent variable whether
each independent variable has positive or negative relationship.
Analysis method in this research is a multiple linear regression that is
used to test people, product & process and partnership towards well-being. The
equation of multiple linear regression is as follows:
Y = a + b1.X1 + b2.X2 + b3.X3
Y = Well-being b1,b2 = Regression Coefficient
a = Constanta
X1 = People
X2 = Product & Process
X3 = Partnership
5. Coefficient of Determination (R2)
Coefficient of determination (R2) is basically used to measure regarding how
far the ability of model can define variance of dependent variable. The value of
coefficient of determination is between zero and one. The small value of R2
means the ability of independent variables in explaining the variance of dependent
variable is highly limited. The value that is close to one means the independent
variables give almost all information that will be needed for predicting the
variance of dependent variable. The weakness of using the coefficient of
determination is bias towards the sum of independent variables that has been put
54
into the model. Every additional one of independent variables, then R2 absolutely
increases no matter whether that variable
Significantly influences towards dependent variable. Therefore, many researchers
suggest using the value of Adjusted R2 in evaluating which regression models that
will be the best. Adjusted R2 is completely different with R2 in terms of
measuring this model because it can increase or decrease if one independent
variable is added into the model (Ghozali, 2006: 83).
55
Table 3.2
Operational Research Variable
Variable Dimension Indicator Scale
People (X1)
(BSR Inclusive
Sharing Economy)
Inclusive Workforce 1. Differences to work
2. Contribution Ordinal
Diverse Participation
among providers
3. Facilitate
4. Ensuring contract Ordinal
Inclusion as a priority
in capital markets
5. Create new job
6. Generate income Ordinal
Products &
Process
(X2)
(BSR inclusive
sharing economy)
Innovation
Management
7. Profit system
8. Reward and incentives
program
9. Better utilization of
goods/asset
Ordinal
Human centered
Design
10. Connecting traveller
and driver in more
efficient manner Ordinal
Services Innovation 11. provide platform for
easier access to consumer
12. Creating a new
market segment
13. Safe transportation
mode
14. Reliable
15. Providing a
convenient mode of
transport
16. Authenticating the
identity of the service
provider
17. Transparency through
ratings and reviews
18. flexible working
hours
Ordinal
56
Variable Dimension Indicator Scale
Partnerships (X3)
(BSR Inclusive
Sharing Economy)
Government and
policymakers
19. Regulation to keep
peace Ordinal
Communities and
civil society actors
20. Creating network
with non-profit
organization
Ordinal
Other sharing
economy companies
21. Unlocking
opportunities to driver
through partnerships with
other business (Swadaya)
Ordinal
Broader business
communities
22. Miscellaneous
partnership Ordinal
Well-being (Y)
(Jayawickreme et
al., 2012; Lent,
2004)
The hedonic approach 23. Life satisfaction
24. happiness of life Ordinal
The Eudaimonic
approach
25. Self-acceptance,
26. Positive relations
with others
27. Autonomy
28. Environmental
mastery
29. purpose in life
30. Personal growth
Ordinal
Quality of Life (QoL) 31. Quality of the living
environment
32. Ability to work
effectively to add
strength for doing a best
job possible
33. Enjoyment of the
result
Ordinal
Wellness 34. Current level of
wellness
35. Physical functioning
Ordinal
57
CHAPTER IV
FINDING AND ANALYSIS
A. General Description of Research Objects
1. History of GoJek
GoJek was founded in 2011 by Nadim Makariem. He was born on 4th July
1984. Spending his time outside Indonesia to study, Nadiem the Harvard graduate
decided to come back to Jakarta and work with McKinsey & Company Consultant for
3 years then continue his career path to be the Co-founder and Managing Editor of
Zalora Indonesia then Chief Innovation Officer at Kartuku, before he had the thought
to make a social entrepreneurship StartUp, GoJek. Beside the wants to make an
innovative business he also wants to raise the income of all the ojek in Jakarta. The
brand GoJek means a fast and proactive service, it creates an image with a fast and
easy value that can be deliver and understandable directly to the customers.
At the start, his business began as a call center which managed by a few
management team to serve customers through telephone. In the next three years,
GoJek has its own platform with a modern technology and online based apps. By
utilizing mobile technology Gojek successfully revolutionized the transportation
industry. The successful innovation became a growth strategy for GoJek, which
rapidly expanded in to the food delivery service, instant courier, ticketing, cleaning
service, beauty salon service, virtual cash service, medical supplies, auto care service
and top-up service.
Vision of Gojek is to help transportation system in Indonesia, providing
effective way of everyday life in transportation, logistic, shopping online, as well as to
increase the wellbeing of ojek driver in the future.
58
Mission of Gojek is giving the best performance and valuable solution for
traveller. Gojek hope that they can open up the opportunities for Indonesians,
increasing responsibility over the social and environment. Keep the relationships with
every party that involved with Gojek.
With those vision and mission, Gojek can contribute to the economic growth
in the future.
B. Result and Discussion
1. Validity and Reliability Test
a. Validity Test
In order to get the primary data for this research, the author spread out
the questionnaires to GoJek driver around Tangerang Selatan city and the
questionnaires were intended to be given to GoJek driver with motorcycle.
Before the author spread out questionnaires to the driver, firstly the author did
tryout toward those statements. The purpose of doing tryout was to know
either how many statements that will be valid or invalid. After tryout has done,
the author directly spread out the questionnaires that had been valid. The
researcher did tryout by spreading 30 questionnaires consisted 35 statements
and using ordinal scale.
According to Ghozali (2011), validity of the research is used in order
to measure accuracy of an item in the questionnaire. By using corrected-Item
Total Correlation to find a significance of coefficient correlation with (α) =
0,50. All items that reach the minimum coefficient of correlation with (α) =
0,50 is assumed satisfying.
59
Total amount of the sample was (n) = 30, the df can be calculated 30-2
= 28. Thus, the amount of r-table with alpha 0,05 is 0,361.
According to the result of tryout, it showed that 35 statements which
has r count is more than 0,316 were declared valid and it can be used to
continue the research. The following is tryout result of validity test:
Table 4.1
The Tryout Result of Validity Test
No Indicators
Corrected
Item-Total
Correlation
r-table Explanation
1 People 1 0.888 0.361 Valid
2 People 2 0.846 0.361 Valid
3 People 3 0.844 0.361 Valid
4 People 4 0.770 0.361 Valid
5 People 5 0.829 0.361 Valid
6 People 6 0.756 0.361 Valid
7 Product & Process 1 0.680 0.361 Valid
8 Product & Process 2 0.580 0.361 Valid
9 Product & Process 3 0.721 0.361 Valid
10 Product & Process 4 0.420 0.361 Valid
11 Product & Process 5 0.755 0.361 Valid
12 Product & Process 6 0.779 0.361 Valid
13 Product & Process 7 0.793 0.361 Valid
14 Product & Process 8 0.527 0.361 Valid
15 Product & Process 9 0.845 0.361 Valid
16 Product & Process 10 0.890 0.361 Valid
17 Product & Process 11 0.839 0.361 Valid
18 Product & Process 12 0.802 0.361 Valid
19 Partnerships 1 0.775 0.361 Valid
20 Partnerships 2 0.719 0.361 Valid
21 Partnerships 3 0.728 0.361 Valid
60
No
Indicators
Corrected
Item- Total
Correlation
r-table Explanation
22 Partnerships 4 0.876 0.361 Valid
23 Well-being 1 0.412 0.361 Valid
24 Well-being 2 0.573 0.361 Valid
25 Well-being 3 0.562 0.361 Valid
26 Well-being 4 0.515 0.361 Valid
27 Well-being 5 0.549 0.361 Valid
28 Well-being 6 0.669 0.361 Valid
29 Well-being 7 0.442 0.361 Valid
30 Well-being 8 0.753 0.361 Valid
31 Well-being 9 0.636 0.361 Valid
32 Well-being 10 0.566 0.361 Valid
33 Well-being 11 0.587 0.361 Valid
34 Well-being 12 0.692 0.361 Valid
35 Well-being 13 0.580 0.361 Valid
Source: Primary Data Processed
b. Reliability Test
Reliability test shows how far a measurement can give the results that
are not different even if the re-measurement is done towards the same object.
Tryout of reliability test uses Cronbach Alpha (α) statistical test through Excel
calculation. The tryout result of each variable on the reliability test can be seen
from several tables below, as follows:
61
1) Tryout Result of Variable People
Table 4.2
The Tryout Result of People
Reliability Statistics
Chronbach’s
Alpha
N of Items
0,902 6
Source: Primary Data Processed
Variable of people consists of six indicators such as differences to work,
contribution, facilitate, ensuring contract, create new job and generate
income.Those six indicators have passed the reliability test because the table
shows that the value of Cronbach Alpha is 0,902 > 0,60. According to Nunally in
Priyatno (2013: 30) a variable is said to provide reliable if the Cronbach alpha
values > 0.60. It means design of the questionnaires in this research can be said as
reliable.
2) Tryout Result of Variable Product & Process
Table 4.3
The Tryout Result of Product & Process
Reliability Statistic
Chronbach’s
Alpha
N of Items
0,892 12
Source: Primary Data Processed
Variable of product & process consists of twelve indicators such as profit
system, reward and incentives program, better utilization of goods/asset,
connecting traveller and driver in more efficient manner, provide platform for
easier access to consumer, creating a new market segment, safe transportation
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mode, reliable, providing a convenient mode of transport, authenticating the
identity of the service provider, transparency through ratings and reviews and
flexible working hours Those twelve indicators have passed the reliability test
because the table shows that the value of Cronbach Alpha is 0,892 > 0,60.
According to Nunally in Priyatno (2013: 30) a variable is said to provide reliable
if the Cronbach alpha values > 0.60. It means design of the questionnaires in this
research can be said as reliable.
3) Tryout Result of Variable Partnerships
Table 4.4
The Tryout Result of Partnerships
Reliability Statistic
Chronbach’s
Alpha
N of Items
0,770 4
Source: Primary Data Processed
Variable of partnerships consists of four indicators such as regulation to
keep peace, creating network with non-profit organization, Unlocking
opportunities to driver through partnerships with other business (Swadaya) and
miscellaneous partnership. Those four indicators have passed the reliability test
because the table shows that the value of Cronbach Alpha is 0,770 > 0,60.
According to Nunally in Priyatno (2013: 30) a variable is said to provide reliable
if the Cronbach alpha values > 0.60. It means design of the questionnaires in this
research can be said as reliable.
63
4) Tryout Result of Variable Wellbeing
Table 4.5
The Tryout Result of Wellbeing
Reliability Statistic
Chronbach’s
Alpha
N of Items
0,807 13
Source: Primary Data Processed
Variable of partnerships consists of thirteen the indicators such as life
satisfaction, happiness of life, self-acceptance, positive relation with others,
autonomy, environmental mstery, purpose in life, personal growth, quality of the
living environment, ability to work to add strength for doing a best job possible,
enjoyment of the result, current level of wellness and physical functioning. Those
thirteen indicators have passed the reliability test because the table shows that the
value of Cronbach Alpha is 0,807 > 0,60. According to Nunally in Priyatno (2013:
30) a variable is said to provide reliable if the Cronbach alpha values > 0.60. It
means design of the questionnaires in this research can be said as reliable.
2. Characteristic of Respondents
Sample of this research was GO-JEK driver in South Tangerang. The
characteristics of respondents in this research based on the questionnaires that were
distributed to 100 people can be depicted as follows:
64
a. Gender of Respondent
Table 4.6
Gender of Respondents
Frequency Percent
Women
Men
Total
3
97
100
3%
97%
100%
Source: Primary Data Processed
Based on the table 4.6 above, it shows that number of women
respondents is lower than men respondents and it can be known by seeing the
data above. The table shows 3 respondents come from women and the rest is
97 respondents come from men.
b. Age of Respondents
Table 4.7
Age of Respondents
Frequency Percent
21 – 25 years old
>26 – 30 years old
> 31 – 35 years old
> 36 – 40 years old
> 41 years old
Total
21
36
22
12
9
100
21%
36%
22%
12%
9%
100%
Source: Primary Data Processed
According to the table 4.7 above, it shows that proportion of the
respondents based on age level consists of 21 respondents or 21 % come from
age group of 21 to 25 years old, 36 respondents or 36 % come from age group
of more than 26 to 30 years old, 22 respondents or 22 % come from age group
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of more than 31 to 35 years old, 12 respondents or 12 % come from age group
of more than 36 to 40 years old, and 9 respondents or 9 % come from age
group of more than 40 years old. The proportion of respondents depicts that
this research is dominated by the age level of more than 26 to 30 years old.
c. Education Background of Respondents
Table 4.8
Education Background of Respondents
Frequency Percent
Elementary
Junior High School
Senior High School
Bachelor
Total
4
26
55
15
100
4%
26%
55%
15%
100%
Source: Primary Data Processed
According to the table 4.8 above, it shows that proportion of the
respondents based on education background consist of 4 respondents or 4% come
from elementary school, 26 respondents or 26% come from junior high school, 55
respondents or 55% come from senior high school, and 15 respondents or 15%
come from bachelor. The proportion of respondents that 55% of respondents is
dominated by people from senior high school.
3. Descriptive Analysis
We have seen the characteristics of respondents and the author wants to
analyze the answers of questionnaires that have been spread out to 100 respondents
who have been joining as GoJek driver as sample of this research. The analysis
66
encompasses every variable of the questionnaires which becomes the dimensions of
variables that is researched, as follows:
a. People consist of several indicator, as follows:
In this research, the variable of people is measured by three indicators.
The description of the result as follows:
Table 4.9
Description of People
Interval (%) Criteria Frequency Precentage
84% < score ≤ 100% Excellent 7 7.0%
69% < score ≤ 84% Very Good 31 31.0%
52% < score ≤ 68% Good 55 55.0%
36% < score ≤ 52 % Not Good 7 7.0%
20% ≤ score ≤ 36% Bad 0 0.0%
Total 100 100%
Highest 90.0%
Lowest 43.3%
Mean 66.3%
Source: Primary Data Processed
Based on table 4.11 above, the frequency of the answer about the
variable of People the majority of respondent stated excellent at 7 or 7% , 31
respondents or 31% stated very good, 55 respondents or 55% stated good, and
7 respondents or 7% stated not good. The index presentation of People is
categorized as Good. The description also can be seen on the chart:
67
Figure 4.10
Chart of People
Source: Primary Data Processed
Table 4.11
Indicator of People
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Inclusive
Workforce
651 1000 65.1% Good
2 Diverse
Participation
among
providers
659 1000 65.9% Good
3 Inclusion as
a priority in
capital
markets
679 1000 67.9% Good
Source: Primary Data Processed
Table 4.12 above, depict that each of the indicator shows that inclusion
as a priority in capital markets (67.9%), diverse participation among providers
(65.9%), and Inclusive workforce (65.1%) can be preliminary conclude the
7.0%
31.0%
55.0%
7.0%
0.0% 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
68
indicators are categorized as good. It shows that by promoting inclusive
workforce and diversity will increase wellbeing of Gojek driver.
b. Product & Process consist of several indicators, as follows:
In this research, the variable of people is measured by three indicators.
The description of the result as follows:
Table 4.11
Description of Product & Process
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Excellent 1 1.0%
69% < score ≤ 84% Very Good 49 49.0%
52% < score ≤ 68% Good 44 44.0%
36% < score ≤ 52 % Not Good 6 6.0%
20% ≤ score ≤ 36% Bad 0 0.0%
Total 100 100%
Highest 85.0%
Lowest 40.0%
Mean 66.6%
Source: Primary Data Processed
Based on table 4.11 above, the frequency of the answer about the
variable of Product & process the majority of respondent stated excellent at 1
or 1% , 49 respondents or 49% stated very good, 44 respondents or 44% stated
good, and 6 respondents or 6% stated not good. The index presentation of
Product & Process is categorized as Good. The description also can be seen on
the chart.
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Figure 4.2
Chart of Product & Process
Source: Primary Data Processed
Table 4.12
Indicator of Product & Process
No indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Innovation
Management
986 1500 65.7% Good
2 Human
centered
Design
650 1000 65.0% Good
3 Services
Innovation
2360 3500 67.4% Very
Good
Source: Primary Data Processed
Table 4.14 above, depict that each of the indicator shows that services
innovation (67.4%)is categorized as very good while Innovation management
(65.7%), and human centered design (65.0%) can be preliminary conclude the
indicators are categorized as good. It shows that by fostering innovation across
its entire value chain will increase wellbeing of Gojek driver.
1.0%
49.0%
44.0%
6.0%
0.0% 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
70
c. Partnerships consist of several indicators, as follows:
In this research, the variable of partnerships is measured by four
indicators. The description of the result as follows:
Table 4.13
Description of Partnerships
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Excellent 19 19.0%
69% < score ≤ 84% Very Good 41 41.0%
52% < score ≤ 68% Good 21 21.0%
36% < score ≤ 52 % Not Good 15 15.0%
20% ≤ score ≤ 36% Bad 4 4.0%
Total 100 100%
Highest 95.0%
Lowest 35.0%
Mean 68.3%
Source: Primary Data Processed
Based on table 4.15 above, the frequency of the answer about the
variable of Partnerships the majority of respondent stated excellent at 19 or
19% , 41 respondents or 41% stated very good, 21 respondents or 21% stated
good, 15 respondents or 15% stated not good, and 4 respondents or 4% stated
bad The index presentation of Partnerships is categorized as Good. The
description also can be seen on the chart.
71
Figure 4.3
Chart of Partnerships
Source: Primary Data Processed
Table 4.14
Indicator of Partnerships
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Government
and
policymakers
341 500 68.2% Very
good
2 Communities
and civil
society actors
353 500 70.6% Very
good
3 Other sharing
economy
companies
344 500 68.8% Very
good
4 Broader
business
communities
328 500 65.6% Good
Source: Primary Data Processed
Table 4.16 above, depict that each of the indicator shows that
Communities and civil society actors (70.6 %), Other sharing economy
companies (68.8 %) and Government and policymakers (68.2 %) are
categorized as very good while the Broader business communities (65.6%) is
19.0%
41.0%
21.0%
15.0%
4.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Excellent Very Good Good Not Good Bad
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categorized as good. It shows that by having different types of partners could
help support sharing economy that will increase wellbeing of Gojek driver.
d. Wellbeing consist of several indicators, as follows:
In this research, the variable of Wellbeing is measured by four
indicators. The description of the result as follows:
Table 4.15
Description of Wellbeing
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Sangat Tinggi 1 1.0%
69% < score ≤ 84% Tinggi 39 39.0%
52% < score ≤ 68% Cukup 49 49.0%
36% < score ≤ 52 % Rendah 10 10.0%
20% ≤ score ≤ 36% Sangat Rendah 1 1.0%
Total 100 100%
Highest 84.6%
Lowest 33.8%
Mean 64.0%
Source: Primary Data Processed
Based on table 4.17 above, the frequency of the answer about the
variable of Wellbeing the majority of respondent stated excellent at 1 or 1%,
39 respondents or 39% stated very good, 49 respondents or 49% stated good,
10 respondents or 10% stated not good, and 1 respondents or 1% stated bad
The description also can be seen on the chart.
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Figure 4.4
Chart of Wellbeing
Source: Primary Data Processed
Table 4.16
Indicator of Wellbeing
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 The hedonic
approach
658 1000 65.8% Good
2 The
Eudaimonic
approach
1896 3000 63.2% Good
3 Quality of
Life (QoL)
951 1500 63.4% Good
4 Wellness 656 1000 65.6% Good
Source: Primary Data Processed
Table 4.18 above, depict that each of the indicator shows that The
hedonic approach (65.8%), Wellness (65.6%), Quality of Life (QoL) (63.4%)
and The Eudaimonic approach (63.2%) are categorized as good. It shows that
all the indicators proof the wellbeing of Gojek driver.
1.0%
39.0%
49.0%
10.0%
1.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
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4. Classic Assumption Test
a. Normality Test
Normality test is done in order to see the level of normality of data
used, whether it is normal distributed or not. The level of normality of data is
highly crucial because if data is normally distributed, it means the data can
represent the population (Priyatno, 2012: 34). Normality data test aims to test
whether the dependent variable and independent variables both have a normal
distribution or not in the regression model. The result of normality data test
using Kolmogorov-Smirnov test is shown in the following table:
Table 4.17
The Result of Kolmogorov Test
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa Mean .0000000
Std. Deviation 4.46852987
Most Extreme Differences Absolute .053
Positive .046
Negative -.053
Kolmogorov-Smirnov Z .534
Asymp. Sig. (2-tailed) .938
a. Test distribution is Normal.
b. calculated from data
Source: Primary Data Processed
Based on the result of Kolmogorov-Smirnov test, the value of Asymp
Sig (2-tailed) is 0,938 = 93,8 % and its value is bigger than significance
level of 0,05. According to Priyatno (2012: 38) if significant value (Asym
Sig 2 tailed) > 0.05, data is normally distributed and if significant value
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(Asym Sign 2 tailed) < 0.05, data is not normally distributed. Therefore, it
can be concluded that the data is normal distributed. Normality test is also
can be seen on the normal P- P Plot, as following:
Figure 4.18
The result of Normal P- P Plot of Regression Standardized
Residual
Source: Primary Data Processed
On the P-Plot can be seen that data distribute around diagonal line and
is following towards histograph to normal distribution. Thus, it can be
concluded variable Y is normally distribute.
b. Multicollinearity Test
According to Priyatno (2012: 56) multicollinearity is a condition where
the relationship of perfect linear or nearly perfect among interdependent
variables happens in regression model. The way to know either there is
76
sypmtomp of multicollinearity or not is by seeing the value of Variance
Inflation Factor (VIF) and tolerance, if the value of VIF is less than 10 and
value of tolerance is more than 0.1, thus, it is stated that multicollinearity does
not occur (Ghozali in Priyatno, 2012: 56). The multicollinearity test can be
seen in the following table:
Table 4.19
The Result of Multicollinearity Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .701 1.427
X2 .597 .103 .472 5.782 .000 .727 1.376
X3 .501 .160 .234 3.127 .002 .866 1.155
a. Dependent Variable: Y
Source: Primary Data Processed
Based on the result above, the value of VIF for People (X1) is 1,427,
the value of VIF for Product & Process (X2) is 1,376, and the value of VIF for
Partnerships (X3) is 1,155. It can be seen that the value of Variance Inflation
Factor for all independent variables is less than 10.
The value of Tolerance for People (X1) is 0,701, the value of
Tolerance for Product & Process (X2) is 0,727, and the value of Tolerance for
Partnerships (X3) is 0,866. The value of Tolerance for all independent
variables is also bigger than 0,1. Therefore, it can be concluded that the
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multicollinearity does not occur on People, Product &Process, and
Partnerships.
c. Heteroscedasticity
Heterocedasticity test is used to indicate in a regression model whether
there is variance inequality of residual on one observation to other
observations (Ghozali, 2006: 105). Heterocedasticity can be indicated by
seeing the resulted scatterplot. The result of heterocedasticity test can be seen
in the following graph:
Figure 4.20
The Result of Heterocedasticity Test
Source : Primary data Processed
From the scatterplot graphs above, it is appeared that the data points
are spread out, not only gather above or below Y axis. Then the distribution
does not form a wavy pattern. Then, glejser test can also be used for ensuring
the heteroscedasticity does not occur. According to Ghozali in (Priyatno,
78
2012: 62) if the significance value among independent variables with residual
is more than 0,05, then, heterocedasticity does not occur. Beside the
Scatterplot test, heteroscedasticity test also can be done with Glejser test.
Output of glejser test can be seen in following:
Table 4. 21
The Result of Glejser Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.922 2.212 1.321 .190
X1 -.082 .101 -.099 -.813 .418
X2 .048 .059 .096 .808 .421
X3 .033 .092 .040 .365 .716
a. Dependent Variable: Abs_res
Source: Primary Data Processed
Based on the table 4.44 above, it can be seen that the significance
value of People (X1) is 0,418, the significance value of Product & Process
(X2) is 0,421, and the significance value of Partnerships (X3) is 0,716. Thus,
the data show that all independent variables are greater than 0,05 and it
means there is no independent variable which is significantly influence
dependent variable Abs_res. Thus, it can be concluded that the
heteroscedasticity does not occur. Therefore, it can be concluded that the
multiple linier regression model is free from heteroscedasticity classical
assumption so this deserves to be used in this research.
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5. Hypothesis Test
After doing normality test, multicollinearity test, and heterocedasticity test. Thus, the
regression model is deserved to be used for testing the hypothesis among the
variables.
a. f-Test (Simultaneous Test)
Baroroh (2012: 2) has defined regarding F Test, this test is done in
order to know the influence of independent variables towards dependent
variable simultaneously. F test basically indicates whether all exogenous
variable have influence endogenous variable simultaneously.
Table 4.22
The Result of F-Test
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 2276.982 3 758.994 36.859 .000a
Residual 1976.808 96 20.592
Total 4253.790 99
a. Predictors: (Constant), X3, X2, X1
b. Dependent Variable: Y
Source: Primary Data Processed
Based on the table above, to test whether variable People (X1), Product
& Process (X2), and Partnerships (X3) have significant influence towards
Well-being (Y1) simultaneously, there are several steps to test the hypothesis
by F test as follows:
Ho : People, Product & Process and Partnership simultaneously have no
influence towards Well-being significantly
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Ha : People, Product & Process and Partnership have significant influence
towards Well-being simultaneously The formula to test F test with F table are :
If F count > F table, then H0 is rejected and Ha is accepted
If F count < F table, then H0 is accepted and Ha is rejected
According to table analysis of variant (ANOVA), calculation value of F
test was obtained 36.859 with probabilities 0.000. F table with significant level
based on 0.05, the degree of freedom (df) for df1= 3 and df2 = 96, then the
number of F table = 2.70. Thus, F test (36.859) > F table (2.70) and the
significant level (0.000) < (0.05). Therefore it can be conclude, H0 is rejected
and Ha is accepted. It means People (X1), Product & Process (X2), and
Partnerships (X3) have significant influence towards Well-being (Y1)
simultaneously.
b. T-Test (Partial Test)
This test is used to know whether independent variables partially
influence towards dependent variable, or not, by assuming other independent
variables are constant (Levine, 2011: 326).
Hypothesis can be depicted as follows:
Ho 1: People partially do not have influence in increasing well-being
Ha 1: People partially have influence in increasing well-being
Ho 2: Product & Process partially do not have influence in increasing well-
being
Ha 2: Product & Process partially have influence in increasing well-being
Ho 3: Partnership partially does not have influence in increasing well-being
Ha 3: Partnership partially has influence in increasing well-being
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The formula to test T test with T table:
a) T count ≥ T table or Sig. (Asym Sig 2 tailed) < α: Ho is rejected
b) T count ≤ T table or Sig. (Asym Sig 2 tailed) > α: Ho is accepted
Table 4.23
The Result of t-Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .701 1.427
X2 .597 .103 .472 5.782 .000 .727 1.376
X3 .501 .160 .234 3.127 .002 .866 1.155
a. Dependent Variable: Y
Source: Primary Data Processed
Based on the table of coefficient above, it can be acquired that the
variable of People (X1) has significance value of 0,008 which is less than 0,05
(0,008 < 0,05) and also has t count of 2,708 which is greater than t table of
1,98 (2,708 > 1,98). Thus, it means Ho is rejected and Ha is accepted because
of t count is greater than t table and the value of significance is less than α
(0,05), it can be concluded that the variable of people partially have influences
towards wellbeing.
The variable of Product & Process (X2) has significance value of 0,000
which is less than 0,05 (0,000 < 0,05) and also has t count of 5,782 which is
greater than t table of 1,98 (5,782 > 1,98). Thus, it means Ho is rejected and
Ha is accepted because of t count is greater than t table and the value of
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significance is less than α (0,05), it can be concluded that the variable of
product and process partially have influences towards wellbeing.
The variable of Partnerships (X3) has significance value of 0,002
which is less than 0,05 (0,002 < 0,05) and also has t count of 3,127 which is
greater than t table of 1,98 (3,127 > 1,98). Thus, it means Ho is rejected and
Ha is accepted because of t count is greater than t table and the value of
significance is less than α (0,05), it can be concluded that the variable of
partnerships partially have influences towards wellbeing.
6. Multiple Linier Regression Test
a. Regression Equation
Technique of analysis that has been used in this research is the multiple
linier regressions. Analysis of multiple linier regressions is used as the
analysis tools of statistics because this research has been designed to research
the variables which have influence among independent variables and
dependent variable. Regression equation can be determined by seeing the table
4.57 below,
83
Table 4.24
The Result of Multiple Linier Regressions
Coefficientsa
Model
Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
Correlations
B Std. Error Beta Zero-order Partial Part
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .544 .266 .188
X2 .597 .103 .472 5.782 .000 .654 .508 .402
X3 .501 .160 .234 3.127 .002 .447 .304 .218
a. Dependent Variable: Y
Source: Primary Data Processed
From table of coefficients above, thus the regression model reached is
as follows:
Y = 1,354 + 0,481 X1 + 0,597 X2 + 0,501 X3
Where:
Y = Wellbeing X2 = Product & Process
X1 = People X3 = Partnerships
The regression equality shows that the regression coefficient of
Constanta is positive and this means by assuming the inexistence of
independent variables such the variables of people, product & process and
partnerships. Then, the dependent variable which is wellbeing tends to
increase.
The regression equality shows that the regression coefficient of
variable People is positive. It means by assuming the other independent
84
variables are constant, the variable of wellbeing tends to increase when the
variable of people increases.
The regression equality shows that the regression coefficient of
variable Product & Process is positive. It means by assuming the other
independent variables are constant, the variable of wellbeing tends to increase
when the variable of product & process increases.
The regression equality shows that the regression coefficient of
variable Partnerships is positive. It means by assuming the other independent
variables are constant, the variable of wellbeing tends to increase when the
variable of partnerships increases.
b. Determinant Coefficient (Adjusted R2)
Coefficient of determination (R2) is basically used to measure
regarding how far the ability of model can define variance of dependent
variable. Yet, the weakness of using the coefficient of determination is bias
towards the sum of independent variables that has been put into the model.
Therefore, many researchers suggest using the value of Adjusted R2 (Ghozali,
2006: 83). Then, the result of determinant coefficient can be seen, as follows:
85
Table 4.25
The result of Determinant Coefficient
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .629a 0.395 0.390 5.54386
A. Predictors: (Constant), X2, X1,X3
Source: Primary Data Processed
Based on the table of 4.48 above, it shows that Adj. R2 is 0,390 or
39%. This means that the magnitude of influence from variable people,
product & process, and partnerships towards wellbeing of Gojek driver is
39%. While the rest of dependent variable value is 61% can be explained by
the other variables that have not been included in this research.
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CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusion
Based on the analysis of this research, on the variables that influence the
wellbeing of Gojek driver by using the variables of people, product & process and
partnerships, the conclusions are as follows:
1. The result shows that all independent variable of this research such as
people, product & process and partnerships have simultaneously
influence towards Well-being.
2. People have positive influence towards wellbeing. Product & process
has influence towards wellbeing partially.
3. Partnerships have influence towards wellbeing partially.
4. The magnitude influence from variable people, product & process and
partnerships toward wellbeing is 39%. It shows that prosperous
employee is necessary to ensure an adequate supply of staff that is
technically and socially competent and capable to handle the customers
and fulfill their need of services satisfaction. As stated on Lovelock
and Wirtz (2011:307) successful service firms operate in the cycle of
success where employees are satisfied with their job and are
productive; as a consequence, customers are satisfied and loyal.
B. Suggestion
Based on the results of the analysis and the conclusion above, obtained some
of implications of the results of this research that company should consider in order to
improving market oriented, as follows:
87
1. For company
a. Inclusive workforce
The right people is the most important asset to a company.
Service firm should devote great care and hiring the right candidates.
Based on the respondents answer, Gojek has to improve the
performance of hiring workforce as stated on table 4.12 it is
categorized as good at 65.1%. Company should be more focused on
several things such as:
Recruitment: company should be using more than one step of
recruitment. First is using application form, then followed by
employment interview in order to eliminate those candidates who do
not meet with eligibility criteria. This could reduce the risk of hiring
the wrong and unmotivated employee.
Intensive Training: service employee need to learn an interpersonal
skill that includes visual communications skills such as attentive
listening, and even facial expressions. Other than that, giving employee
the service knowledge so that employee becoming smarter and
improve their ethical of work.
Better Wages: make the period of point for driver longer. Gojek
should improve the period of point not only for a week but for a
month.
b. Diverse participation among providers
Diverse participation among provider is necessary for the
service firm that needs to be both available and accepted in
communities. In this case Gojek has to have broader partnerships with
88
providers or communities. In this research diverse participation among
provider gives influence towards wellbeing significantly as stated on
table 4.12 the indicators are categorized as good at 65.9%. Gojek has
to improve a network of relationships with distributors, suppliers,
governments and even the competitors. So that being Gojek rider will
become a solution for other ojek conventional.
c. Innovation management
Successful service organizations are committed to effective
management of human resources and work closely with marketing and
operations. As stated on table 4.14 the indicators are categorized as
good at 65%. So, Gojek should take into account to increase
innovation in management by providing financial and other related
resources such as introduced a change in its surge pricing policies,
ensuring that riders can see the amount they will be charged before
accepting each ride.
d. Human centered design
Human centered design is factor that is needed to facilitate
customers for online service organization. Based on the answer of
respondents as stated on table 4.14 the indicators are categorized as
good at 65.0%. As a suggestion, Gojek should improve their apps by
considering important contextual cues and design the platform.
Therefore company also can connect traveler and driver through online
chatting platform to get easier communication.
89
2. For academics
The result of this research can be used by academics as the reference in
doing similar research and can also increase the insight regarding sharing
economy. Thus, in the future, academics can use alternative and more
appropriate ways that can be used as a tool for predicting the wellbeing.
C. The Limits of This Research
The limits and recommendation of this research are:
1. The variables of this research are only limited to people, product & process
and partnerships. The author also does not consider on the other variables that
might influence the wellbeing. Therefore, the researcher suggests that in the
future the use of variables might influence the repurchase intention can be
expanded in order to get more accurate data.
2. The sample of this research is only limited in Tangerang Selatan. Therefore,
the author suggests that in the future the coverage of sample should be
enlarged in order to accurately get the data
88
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92
APPENDIX I : The Questionnaire
KUESIONER PENELITIAN
PENGARUH DARI EKONOMI BERBAGI (Sharing Economy) DALAM
MEMBANGUN KESEMPATAN UNTUK MENINGKATKAN
KESEJAHTERAAN MITRA GoJek
(Studi Kasus di Tangerang Selatan)
Kepada responden yang terhormat,
Saya mahasiswa UIN Syarif Hidayatullah Jakarta Program Studi Manajemen
Pemasaran
Nama : Najmah Riajani Garniera
NIM : 1113081100013
Sehubungan dengan penelitian yang sedang saya lakukan sebagai syarat untuk
mendapatkan gelar sarjana ekonomi, saya memohon Bapak/Ibu/Saudara/i dapat
meluangkan waktu sejenak untuk mengisi kuesioner ini. Jawaban jujur yang
Bapak/Ibu/Saudara/i berikan akan sangat berguna bagi penelitian yang sedang saya
lakukan. Atas bantuan dan perhatiannya saya ucapkan terima kasih.
Petunjuk
Berilah tanda ceklis (√) pada jawaban yang menurut Bapak / Ibu / Saudara paling
sesuai pada:
STS : sangat tidak setuju
TS : tidak setuju
R : ragu-ragu
93
S : setuju
SS : sangat setuju
Identitas Responden
1. Alamat :.....................................................
2. Jenis kelamin : L / P (Lingkari jawaban yang sesuai)
3. Usia : ...........................................tahun
4. Pendidikan terakhir : a. SD c. SMA
b. SMP d. Sarjana
5. Kewarganegaraan : a. WNI b. Non-WNI
6. Status : a. Menikah c. Lajang
b. Pelajar / Mahasiswa
NO PERNYATAAN SS S RR TS STS
1 Saya dapat memberi kontribusi kepada
perusahaan sesuai dengan latar belakang dan
pengalaman saya.
2 Sebagai wujud kontribusi saya selalu
berusaha memenuhi permintaan jasa antar
melalui aplikasi GoJek.
3 Semua mitra GoJek mendapat fasilitas kredit
Hp yang terjangkau.
4 Saya merasa sudah sesuai / cocok dengan
syarat dan ketentuan PT. Go-Jek.
5 Layanan gojek merupakan perusahaan yang
membuka lapangan pekerjaan baru.
6 Setelah menjadi mitra Gojek pendapatan
saya bertambah.
7
Sistem pendapatan yang inovatif dapat
menguntungkan mitra.
8 Program penghargaan dan insentif yang
diberi gojek inovatif.
9 Saya mendapatkan keuntungan dengan
memanfaatkan aset motor secara maksimal
10 Aplikasi komunikasi pengemudi dan
penumpang efisien.
11 Saya mendapatkan akses yang mudah untuk
mencari pelanggan melalui aplikasi GoJek.
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NO PERNYATAAN SS S RR TS STS
12 Inovasi beragam jasa GoJek membuka
segmen pasar baru.
13 Saya berkewajiban untuk memberikan
keamanan dalam berkendara.
14 Saya mitra Gojek yang dapat dipercaya.
15 Saya berkewajiban untuk memberikan
kenyamanan dalam berkendara.
16 Identitas saya di Gojek adalah identitas asli.
17 Sistem review pelanggan dengan rating yang
transparan bermanfaat untuk meningkatkan
kepercayaan.
18 Jam operasional yang fleksibel
menguntungkan.
19 Layanan Gojek sesuai dengan peraturan
pemerintah dalam lalu-lintas.
20 Gojek memiliki kerjasama non-profit dengan
Dompet Dhuafa sebagai bentuk
kepeduliannya.
21 Arisan mapan dapat menambah penghasilan
mitra Gojek.
22 Kerjasama Gojek dengan berbagai macam
penyedia jasa memperluas komunitas bisnis.
23 Pencapaian hidup saya cukup memuaskan.
24 Kehidupan saya relatif bahagia.
25 Saya relatif dapat menerima diri saya apa
adanya.
26 Hubungan saya dengan orang lain relatif
positif (baik).
27 Saya relatif mengatur diri saya sendiri. (tidak
dipengaruhi orang lain)
28 Saya relatif memiliki tanggung jawab social
atas lingkungan saya tinggal.
29 Saya punya tujuan hidup yang pasti.
30 Saya relatif dapat mengembangkan diri saya
dari waktu ke waktu. (introspeksi)
31 Lingkungan sekitar saya mendukung
kehidupan saya untuk menjadi lebih baik.
32 Saya mampu untuk bekerja sebaik – baiknya.
33 Secara keseluruhan saya dapat menikmati
kehidupan saat ini.
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NO PERNYATAAN SS S RR TS STS
34 Saya relatif jarang merasa sakit.
35 Fisik saya relative dapat berfungsi dengan
baik.
96
APPENDIX II: The Answers of Questionnaire
NO People (X1) Product & Service (X2)
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15 P16 P17 P18
1 3 2 3 2 3 2 3 3 2 2 4 3 3 2 3 5 4 3
2 1 3 3 5 3 2 4 3 2 4 3 3 2 3 3 4 1 3
3 3 3 3 2 3 4 4 3 5 3 4 5 4 3 2 4 3 3
4 2 2 1 3 3 3 4 3 3 1 2 1 2 2 5 2 2 3
5 3 3 3 4 3 4 2 3 2 1 2 3 4 5 3 4 3 3
6 2 3 3 3 3 4 3 2 3 2 1 2 3 2 3 5 4 3
7 3 4 3 5 4 3 4 2 4 3 4 5 3 4 5 4 3 2
8 2 3 4 3 2 2 3 3 3 2 3 4 3 4 5 4 2 3
9 3 2 3 4 3 2 2 3 1 2 3 3 4 3 1 3 5 4
10 4 4 3 5 4 3 3 4 3 4 3 4 3 3 3 4 4 4
11 2 3 4 3 3 4 3 3 4 5 4 3 4 5 3 4 2 3
12 4 3 5 4 3 2 4 3 2 3 4 3 3 3 4 4 5 3
13 3 3 3 4 5 3 3 4 3 4 4 2 3 1 2 3 3 3
14 3 2 3 3 2 2 3 1 3 2 3 3 2 3 3 3 5 2
15 3 4 3 4 5 4 3 4 5 3 2 3 1 4 2 2 3 4
16 3 4 5 4 3 2 5 4 3 4 3 3 2 3 3 4 3 4
17 4 5 2 4 4 5 3 4 4 3 4 4 4 3 4 3 5 4
18 4 3 3 3 5 3 3 3 4 3 2 3 3 3 3 4 2 4
19 3 4 2 3 4 5 4 3 2 3 4 3 2 5 3 4 5 4
20 3 3 5 4 5 4 4 3 4 4 4 3 2 2 4 4 3 3
21 2 2 3 3 4 4 2 3 3 2 4 4 3 3 5 4 3 5
22 4 3 3 3 3 3 3 2 3 3 3 2 3 3 4 3 4 5
23 3 3 5 3 4 5 4 4 3 4 4 4 5 5 5 3 5 3
24 4 2 3 3 4 3 3 2 2 3 4 3 3 3 5 5 4 4
25 3 2 3 3 2 3 3 2 3 2 3 2 3 2 2 1 2 2
26 4 4 2 3 4 1 5 4 4 3 3 3 4 4 4 5 3 3
27 2 2 2 3 3 1 3 2 4 2 3 3 3 2 4 3 2 2
28 3 2 3 3 3 3 3 3 3 2 2 3 3 3 2 1 2 3
29 3 3 3 4 3 2 2 3 4 4 3 3 3 2 2 2 4 4
30 3 4 2 5 4 3 5 2 2 4 4 4 4 2 3 4 3 4
31 5 5 5 4 4 3 5 2 3 5 5 4 4 3 5 5 4 5
32 5 2 3 5 3 3 3 2 4 3 5 5 4 4 4 3 3 4
33 2 3 3 3 3 4 5 4 5 2 5 4 2 2 4 3 4 3
34 5 4 3 3 3 3 3 3 4 4 3 2 4 4 3 4 5 2
35 3 3 3 2 4 2 4 3 2 3 4 2 2 1 3 2 2 3
36 3 3 4 2 5 3 2 2 4 4 4 3 3 3 3 4 3 3
97
37 3 3 3 2 2 5 2 1 2 2 5 5 5 1 2 1 2 2
38 4 5 4 5 5 4 5 4 5 3 3 5 4 4 4 2 5 5
39 4 3 3 4 4 4 3 3 2 3 2 3 4 2 3 4 5 5
40 5 1 3 3 3 2 2 2 3 3 3 3 3 5 5 3 2 1
41 2 4 3 3 2 3 3 3 2 3 3 3 3 3 5 3 5 4
42 5 3 5 2 2 3 5 2 2 5 1 3 3 3 3 3 5 3
43 5 2 3 3 1 4 5 2 2 1 3 3 4 4 5 3 5 3
44 3 3 3 2 3 2 5 4 2 2 2 1 2 3 4 3 3 3
45 5 2 3 1 3 5 2 3 4 2 3 4 3 3 4 3 2 2
46 3 3 3 5 4 2 4 4 5 4 4 2 2 5 4 2 3 3
47 3 4 4 4 5 3 5 5 4 2 4 3 3 4 3 5 3 3
48 3 3 3 4 2 5 2 4 5 2 5 1 5 4 4 3 3 3
49 4 1 2 3 5 4 5 2 3 5 3 4 4 4 4 4 4 1
50 5 5 5 3 4 4 3 3 2 1 2 3 4 5 4 3 5 5
51 5 3 3 3 5 4 4 4 2 5 2 3 3 2 5 5 3 3
52 4 4 4 5 5 5 3 4 4 3 4 3 3 4 5 3 4 4
53 4 3 5 3 4 4 4 5 2 1 3 3 4 4 4 5 4 3
54 3 3 3 2 3 3 3 4 3 4 2 2 3 3 4 5 3 3
55 3 4 3 3 4 2 3 3 4 2 3 5 4 4 4 3 5 4
56 3 3 3 3 3 4 2 3 4 4 4 2 3 3 3 2 3 3
57 2 2 4 4 3 4 3 3 2 3 4 3 4 4 4 5 4 4
58 5 4 4 4 3 1 3 4 3 4 2 2 1 2 3 5 5 4
59 3 4 4 5 4 4 3 4 5 3 5 4 4 4 4 3 2 3
60 3 2 3 4 4 2 4 5 4 2 4 3 3 4 4 5 3 3
61 3 3 4 2 5 3 5 3 2 4 2 3 3 3 4 5 3 3
62 4 4 5 3 5 5 3 3 4 4 3 3 2 1 5 4 4 4
63 5 4 3 4 3 4 3 4 4 2 4 4 4 4 5 3 5 4
64 4 4 3 2 5 4 5 2 2 4 3 3 4 5 5 4 4 3
65 3 2 3 3 2 3 2 3 3 3 3 4 4 4 4 5 3 2
66 5 3 5 2 3 5 5 3 5 4 3 3 3 3 5 5 4 3
67 3 3 2 3 2 4 2 2 3 3 3 3 4 4 4 5 5 3
68 3 3 3 3 2 1 3 3 4 2 2 3 4 3 3 5 3 3
69 3 3 2 4 3 4 5 4 3 2 5 4 4 4 4 5 3 3
70 2 3 4 4 4 5 4 5 4 5 5 4 3 2 2 4 4 3
71 2 4 2 4 4 4 3 5 4 4 4 5 4 4 5 5 5 2
72 3 5 3 3 3 3 3 3 4 3 5 3 3 4 3 3 3 5
73 5 5 5 5 3 3 3 3 3 3 5 4 5 5 4 5 3 4
74 4 4 4 5 4 3 5 4 5 5 4 3 4 4 5 3 2 2
75 5 3 5 4 5 4 5 4 3 5 4 2 3 3 2 2 2 1
76 4 2 3 3 3 4 3 3 3 3 3 2 2 2 2 3 4 2
77 4 2 3 2 3 4 3 4 2 3 5 3 4 4 4 4 5 5
98
78 5 2 3 4 4 5 4 4 3 3 3 5 5 4 4 5 5 4
79 3 4 3 2 2 2 5 2 5 2 5 4 5 5 4 5 5 4
80 4 3 4 4 4 4 3 2 3 4 5 3 4 2 3 4 5 4
81 2 4 4 5 3 2 5 3 2 3 5 3 5 5 4 4 5 5
82 2 1 3 3 1 3 2 2 3 2 2 3 2 1 2 2 2 1
83 3 3 4 3 4 3 3 3 2 3 4 3 3 2 3 3 3 3
84 3 4 3 2 3 4 5 4 3 4 3 4 3 4 5 4 3 2
85 3 3 4 4 4 1 3 2 3 3 3 4 4 3 4 5 3 4
86 2 4 3 4 3 4 2 5 5 4 4 2 4 3 4 4 2 4
87 4 3 3 3 5 3 3 4 4 2 3 4 3 3 5 3 3 2
88 3 4 1 4 4 4 3 3 3 3 2 4 2 2 4 2 3 3
89 2 3 3 5 3 4 4 2 4 3 3 3 2 3 4 4 3 4
90 3 4 2 3 4 3 3 3 4 2 3 4 3 2 3 2 2 4
91 4 4 3 2 3 4 2 4 4 4 3 4 4 3 3 3 2 3
92 3 2 3 3 3 4 3 3 3 4 2 4 3 2 3 3 3 3
93 3 3 2 1 2 4 3 2 2 3 3 5 3 3 4 3 3 3
94 3 1 3 4 3 3 3 5 2 3 3 5 3 2 4 2 3 2
95 4 2 3 2 3 4 3 3 4 5 4 5 5 2 4 4 2 2
96 4 3 3 2 4 3 4 4 4 4 3 3 5 1 5 3 1 2
97 5 3 5 3 3 5 2 5 3 3 4 5 4 2 3 2 2 4
98 3 3 2 4 4 4 4 4 3 5 5 3 4 2 3 2 3 4
99 5 3 3 3 5 2 2 3 5 1 4 4 4 4 2 2 3 1
100 4 4 3 3 4 3 3 3 4 4 3 5 4 5 3 3 3 2
99
NO Partnerships (X3) Wellbeing (Y)
P19 P20 P21 P22 P23 P24 P25 P26 P27 P28 P29 P30 P31 P32 P33 P34 P35
1 2 2 3 3 2 3 2 1 2 2 3 3 4 3 4 4 4
2 5 5 3 2 4 3 4 3 2 1 1 2 2 2 1 2 3
3 3 2 3 4 4 3 3 3 2 3 2 2 3 2 3 4 4
4 2 2 1 2 2 1 2 2 1 2 2 2 2 1 1 2 2
5 3 4 3 4 2 3 3 2 3 2 3 3 2 2 3 2 3
6 3 4 3 4 3 2 3 4 3 2 2 3 2 4 3 1 3
7 3 2 2 2 4 5 3 3 3 4 2 2 4 4 3 3 3
8 4 3 2 3 3 4 4 4 2 3 2 2 3 3 3 4 3
9 3 4 2 2 2 3 3 2 3 2 1 3 2 2 3 3 2
10 4 5 4 5 5 4 5 4 4 4 4 5 4 4 5 2 4
11 4 3 3 4 3 3 3 2 3 2 3 1 4 2 3 5 3
12 5 4 3 2 4 3 4 4 3 5 3 4 2 4 4 3 5
13 3 4 5 3 3 2 3 2 2 3 3 4 3 3 3 3 3
14 3 3 4 2 2 1 3 3 3 2 2 1 3 2 2 4 3
15 3 3 2 3 3 2 2 4 3 3 4 3 3 2 2 4 2
16 5 4 3 2 5 4 4 3 2 2 3 4 2 3 2 3 3
17 2 3 4 4 3 4 4 4 3 5 5 4 4 4 4 3 5
18 2 3 2 3 3 3 3 3 4 3 4 3 5 3 3 4 4
19 3 3 3 5 4 3 5 2 2 3 3 4 3 4 3 2 3
20 5 4 3 3 4 3 4 4 3 2 3 4 2 4 4 5 5
21 1 4 2 2 2 2 3 5 3 4 2 4 2 4 2 4 3
22 4 3 3 3 3 2 3 3 2 3 4 2 3 2 3 4 4
23 4 5 4 2 5 4 3 3 2 5 4 4 4 2 3 3 3
24 4 4 4 3 3 3 3 4 3 2 2 3 2 2 3 4 3
25 4 5 4 3 3 3 2 3 3 2 2 2 3 2 3 4 2
26 2 3 4 1 5 4 3 3 2 1 3 4 1 4 4 2 5
27 2 3 3 3 3 4 2 2 2 3 3 3 3 3 3 3 3
28 3 3 4 4 3 3 3 2 3 2 2 1 2 2 2 3 2
29 1 2 2 2 3 3 2 4 3 3 4 3 3 3 2 4 2
30 5 3 4 3 3 3 4 3 2 2 3 4 2 3 2 3 3
31 4 5 2 5 4 5 5 2 4 4 3 3 4 4 5 3 4
32 5 4 3 4 2 5 3 3 4 5 4 3 5 3 3 3 4
33 4 5 5 4 5 4 3 3 4 5 5 4 3 5 3 2 3
34 4 4 4 5 5 5 4 4 5 4 3 4 5 4 4 4 4
35 3 3 2 2 2 3 2 3 4 2 2 3 3 2 2 2 2
36 4 2 5 3 5 5 3 3 2 3 4 3 3 2 3 4 4
37 3 2 2 5 2 1 3 3 3 4 3 3 4 2 1 4 2
38 2 5 5 4 5 2 4 3 5 4 5 4 4 3 4 5 3
100
39 5 4 4 4 3 3 2 4 3 4 5 4 3 3 3 5 3
40 3 4 3 3 4 3 2 3 2 1 2 4 3 3 3 3 3
41 5 4 4 2 3 2 2 2 5 3 3 4 3 3 3 3 5
42 5 5 2 3 5 2 4 2 5 4 2 3 4 2 2 2 5
43 3 4 3 4 5 2 4 3 4 5 4 3 5 3 2 3 4
44 2 2 1 2 2 2 3 3 3 2 2 2 2 3 2 2 5
45 2 2 2 3 3 3 5 2 2 2 4 4 2 3 4 2 5
46 3 1 4 2 4 4 3 1 3 4 5 4 4 3 4 3 5
47 4 2 5 3 5 5 3 3 3 4 3 3 4 4 4 3 2
48 2 2 2 2 2 4 4 5 4 4 4 2 2 3 3 3 4
49 2 5 5 4 5 2 3 3 3 2 3 2 2 2 4 4 2
50 5 1 4 4 3 3 4 2 3 4 4 4 4 3 4 4 3
51 3 3 5 4 4 4 3 3 3 5 3 4 5 3 4 3 4
52 4 3 4 4 4 4 2 2 2 4 2 4 4 5 5 4 3
53 3 5 4 4 5 2 3 4 4 2 5 4 5 4 5 2 3
54 3 4 3 3 3 4 4 4 3 2 3 3 5 3 3 4 4
55 3 2 2 2 3 3 3 3 3 1 3 2 2 4 5 3 4
56 3 2 3 2 2 3 3 3 2 2 2 2 2 3 3 3 5
57 4 5 4 4 3 3 5 4 3 3 3 2 3 2 3 3 1
58 4 4 3 1 3 2 4 4 4 3 2 3 3 3 3 4 3
59 2 3 3 4 3 4 5 2 4 4 3 3 5 4 5 5 4
60 3 4 4 2 4 5 2 3 4 5 5 5 5 2 2 4 3
61 4 2 5 3 2 3 2 5 4 3 1 2 3 4 3 2 3
62 4 4 4 4 3 3 3 1 2 3 3 3 3 4 4 3 4
63 3 2 3 4 3 4 3 2 2 2 3 3 2 3 3 1 3
64 4 4 5 4 3 2 4 2 5 4 2 4 4 4 4 2 4
65 1 1 2 3 2 2 3 1 2 2 2 3 3 2 3 2 2
66 5 3 5 4 3 5 3 4 4 4 5 4 4 4 4 3 2
67 4 5 2 4 2 2 4 3 3 3 2 2 3 2 2 4 4
68 3 2 2 1 3 3 3 2 2 2 2 2 2 2 3 3 3
69 2 2 3 4 5 4 2 3 3 3 4 4 3 5 4 5 4
70 4 5 4 3 4 3 3 4 3 3 3 3 3 3 4 3 3
71 5 5 3 5 3 4 5 2 2 5 3 4 4 4 3 4 3
72 5 5 4 3 3 3 2 4 3 3 4 3 2 3 2 3 4
73 3 3 5 4 3 3 3 3 3 4 5 5 4 5 4 4 4
74 2 3 4 3 5 4 4 4 3 4 3 3 4 4 4 3 4
75 2 2 3 1 2 3 4 4 4 5 2 1 2 2 2 1 3
76 4 4 4 4 3 5 5 3 3 5 4 5 4 4 2 3 4
77 5 5 4 4 5 4 4 3 3 4 4 4 4 3 4 4 5
78 5 4 4 5 4 4 3 3 3 5 3 4 5 3 4 3 5
79 1 3 3 3 5 4 3 4 3 4 2 3 3 3 5 4 4
101
80 5 5 5 4 3 3 4 3 4 4 3 4 4 4 5 3 3
81 3 5 3 2 5 3 4 4 3 5 3 4 5 5 3 4 3
82 3 3 3 3 2 2 3 3 3 2 2 3 2 2 1 2 1
83 3 3 4 3 3 3 4 5 4 3 3 3 3 3 3 4 4
84 3 4 3 4 5 4 4 3 3 4 4 3 2 3 3 4 3
85 5 3 5 4 5 3 3 3 2 3 4 4 5 3 3 4 4
86 5 4 5 4 4 4 5 3 3 4 5 4 4 5 3 4 4
87 5 5 3 5 3 4 2 2 5 3 2 3 5 5 5 2 4
88 2 2 2 4 3 3 2 1 4 3 2 3 2 2 4 3 4
89 2 3 4 5 4 2 4 2 5 2 3 2 2 2 2 4 5
90 4 5 3 2 4 3 4 2 3 3 3 3 5 1 2 2 4
91 4 5 5 5 3 4 4 5 3 2 3 3 1 3 2 3 4
92 4 4 5 4 2 2 3 5 5 3 3 3 3 3 1 4 2
93 4 4 4 2 4 2 3 5 4 4 3 3 3 4 2 3 2
94 2 3 4 2 4 1 3 1 4 2 5 3 3 4 3 3 5
95 3 5 4 4 3 3 3 2 4 3 5 5 3 5 4 4 4
96 4 5 3 3 4 2 4 1 2 4 3 3 3 3 3 3 2
97 3 4 3 4 5 2 3 2 5 5 2 5 5 5 3 2 3
98 4 5 4 3 2 3 3 2 5 5 1 4 3 3 3 2 3
99 5 4 5 4 4 3 4 3 2 5 3 5 5 3 2 2 3
100 3 5 4 5 4 3 2 2 5 4 4 4 5 4 2 2 1
102
APPENDIX III: Validity and Reliability test
1
23
45
67
89
10
11
12
13
14
15
16
17
18
1R
- 1
55
22
45
23
529
13
23
55
55
55
55
2R
- 2
12
13
42
13
169
43
43
55
55
45
54
3R
- 3
45
45
54
27
729
44
35
44
44
44
44
4R
- 4
53
35
54
25
625
11
25
55
45
44
45
5R
- 5
23
32
43
17
289
44
44
35
44
34
54
6R
- 6
55
55
55
30
900
31
43
44
45
44
44
7R
- 7
55
55
55
30
900
33
14
44
42
44
44
8R
- 8
45
54
54
27
729
54
41
55
52
44
44
9R
- 9
43
25
34
21
441
53
53
55
43
44
44
10
R -
10
55
45
54
28
784
54
43
55
54
45
55
11
R -
11
55
45
53
27
729
55
34
55
45
55
44
12
R -
12
34
23
32
17
289
55
52
44
53
44
44
13
R -
13
43
25
34
21
441
33
31
45
52
44
45
14
R -
14
45
45
54
27
729
55
55
55
55
55
55
15
R -
15
44
35
55
26
676
53
33
44
43
44
44
16
R -
16
55
45
53
27
729
55
43
55
55
55
55
17
R -
17
55
45
53
27
729
54
43
55
55
55
45
18
R -
18
23
32
42
16
256
53
55
44
42
44
44
19
R -
19
55
55
55
30
900
55
45
54
54
45
44
20
R -
20
34
54
55
26
676
54
42
54
52
45
44
21
R -
21
45
45
54
27
729
53
55
45
52
45
44
22
R -
22
44
54
45
26
676
22
12
23
33
22
22
23
R -
23
12
23
22
12
144
54
45
55
45
54
44
24
R -
24
55
55
55
30
900
44
43
55
55
55
55
25
R -
25
54
55
55
29
841
53
55
55
55
55
55
26
R -
26
55
45
55
29
841
32
43
55
55
55
55
27
R -
27
55
55
55
30
900
12
22
33
23
33
12
28
R -
28
33
23
34
18
324
54
54
44
42
44
44
29
R -
29
43
44
44
23
529
22
13
43
32
22
33
30
R -
30
44
44
55
26
676
42
54
44
44
55
55
120
124
110
128
133
120
735
18,8
09
119
100
109
103
132
134
131
111
124
129
124
126
522
542
446
578
611
512
527
372
443
397
598
612
589
457
532
575
536
548
3103
3168
2851
3259
3367
3061
k =
65944
4967
5459
5074
6484
6568
6442
5495
6126
6379
6141
6211
0.8
88
0.8
46
0.8
44
0.7
70
0.8
29
0.7
56
Σα²b
=
6.8
75
0.6
80
0.5
80
0.7
21
0.4
20
0.7
55
0.7
79
0.7
93
0.5
27
0.8
45
0.8
90
0.8
39
0.8
02
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
α²t
=27.6
38
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
Val
idV
alid
Val
idV
alid
Val
idV
alid
r11
=
0.9
02
Val
idV
alid
Val
idV
alid
Val
idV
alid
Val
idV
alid
Val
idV
alid
Val
idV
alid
1.4
51.0
21.4
71.1
00.7
41.1
01.9
01.3
31.6
21.5
00.5
90.4
60.5
91.6
00.6
70.7
00.8
10.6
5
X2
s b2
SX
SX
2
SX
Y
r xy
r tabel
Krite
ria
Rel
iab
el
TA
BE
L P
ER
HIT
UN
GA
N V
AL
IDIT
AS
DA
N R
EL
IAB
ILIT
AS
X1
YY
2K
od
e
resp
NO
103
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
49
2401
43
45
16
256
24
45
45
55
55
55
559
3481
52
2704
34
42
13
169
15
25
14
44
44
44
446
2116
48
2304
52
55
17
289
24
22
55
44
45
52
448
2304
45
2025
52
55
17
289
34
34
55
44
55
55
355
3025
48
2304
44
41
13
169
23
44
23
54
54
52
144
1936
44
1936
54
55
19
361
25
25
54
54
44
45
150
2500
41
1681
55
45
19
361
45
25
54
44
44
24
552
2704
47
2209
54
45
18
324
24
44
14
34
45
43
345
2025
49
2401
51
55
16
256
15
25
54
44
45
32
145
2025
54
2916
44
41
13
169
15
54
55
55
55
53
356
3136
54
2916
11
21
525
25
44
54
44
55
35
252
2704
49
2401
35
55
18
324
15
15
54
44
44
42
346
2116
43
1849
55
55
20
400
24
24
12
54
45
43
242
1764
60
3600
54
55
19
361
21
12
15
55
55
53
343
1849
45
2025
45
35
17
289
13
25
54
54
44
43
347
2209
57
3249
32
32
10
100
35
35
55
55
55
44
559
3481
55
3025
22
33
10
100
13
45
54
44
44
42
246
2116
48
2304
54
55
19
361
24
53
54
45
54
44
352
2704
54
2916
32
42
11
121
22
24
44
23
25
32
237
1369
48
2304
31
11
636
54
44
45
55
45
54
458
3364
51
2601
35
35
16
256
45
45
55
44
45
54
458
3364
26
676
54
55
19
361
13
24
25
55
54
55
551
2601
54
2916
52
31
11
121
13
11
33
23
43
21
229
841
55
3025
21
31
749
13
53
54
55
55
55
253
2809
58
3364
52
54
16
256
15
45
55
44
44
44
352
2704
52
2704
55
53
18
324
13
23
15
44
44
55
243
1849
27
729
52
55
17
289
22
23
13
23
23
22
229
841
48
2304
35
55
18
324
52
25
44
44
44
44
248
2304
30
900
11
51
864
35
55
35
24
44
44
452
2704
51
2601
44
45
17
289
45
35
55
25
55
55
559
3481
1442
71,2
90
117
95
123
108
443
7,0
93
64
116
88
123
112
128
120
126
127
133
123
106
90
1456
72,4
26
503
365
537
478
180
488
306
539
496
564
512
540
555
601
531
418
316
k =
12
1852
1538
1914
1789
k =
43220
5781
4434
6097
5639
6331
5929
6219
6275
6535
6097
5336
4533
k =
13
Σα²b
=
12.4
11
0.7
75
0.7
19
0.7
28
0.8
76
Σα²b
=
8.0
26
0.4
12
0.5
73
0.5
62
0.5
15
0.5
49
0.6
69
0.4
42
0.7
53
0.6
36
0.5
66
0.5
87
0.6
92
0.5
80
Σα²b
=
15.4
80
α²t
=68.2
02
0.3
61
0.3
61
0.3
61
0.3
61
α²t
=19.0
13
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
0.3
61
α²t
=60.7
40
r11
=
0.8
92
Valid
Valid
Valid
Valid
r11
=
0.7
70
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
r11
=
0.8
07
1.6
12.2
11.1
33.0
81.5
01.3
61.6
51.2
02.6
90.6
21.1
00.3
70.6
00.3
90.9
21.5
01.5
9
Relia
bel
X3
YY
2Y
Y2
X4
Relia
belY2
Y
Relia
bel
104
APPENDIX IV: Characteristic of Respondents
Gender of Respondents
Frequency Percent
Women
Men
Total
3
97
100
3%
97%
100%
Age of Respondents
Frequency Percent
21 – 25 years old
>26 – 30 years old
> 31 – 35 years old
> 36 – 40 years old
> 41 years old
Total
21
36
22
12
9
100
21%
36%
22%
12%
9%
100%
Education Background of Respondents
Frequency Percent
Elementary
Junior High School
Senior High School
Bachelor
Total
4
26
55
15
100
4%
26%
55%
15%
100%
105
APPENDIX V: Descriptive Analysis
Description of People
Interval (%) Criteria Frequency Precentage
84% < score ≤ 100% Excellent 7 7.0%
69% < score ≤ 84% Very Good 31 31.0%
52% < score ≤ 68% Good 55 55.0%
36% < score ≤ 52 % Not Good 7 7.0%
20% ≤ score ≤ 36% Bad 0 0.0%
Total 100 100%
Highest 90.0%
Lowest 43.3%
Mean 66.3%
Chart of People
7.0%
31.0%
55.0%
7.0%
0.0% 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
106
Indicator of People
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Inclusive
Workforce
651 1000 65.1% Good
2 Diverse
Participation
among
providers
659 1000 65.9% Good
3 Inclusion as
a priority in
capital
markets
679 1000 67.9% Good
Description of Product & Process
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Excellent 1 1.0%
69% < score ≤ 84% Very Good 49 49.0%
52% < score ≤ 68% Good 44 44.0%
36% < score ≤ 52 % Not Good 6 6.0%
20% ≤ score ≤ 36% Bad 0 0.0%
Total 100 100%
Highest 85.0%
Lowest 40.0%
Mean 66.6%
107
Chart of Product & Process
Indicator of Product & Process
No indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Innovation
Management
986 1500 65.7% Good
2 Human
centered
Design
650 1000 65.0% Good
3 Services
Innovation
2360 3500 67.4% Very
Good
Description of Partnerships
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Excellent 19 19.0%
69% < score ≤ 84% Very Good 41 41.0%
52% < score ≤ 68% Good 21 21.0%
36% < score ≤ 52 % Not Good 15 15.0%
20% ≤ score ≤ 36% Bad 4 4.0%
Total 100 100%
1.0%
49.0%
44.0%
6.0%
0.0% 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
108
Highest 95.0%
Lowest 35.0%
Mean 68.3%
Chart of Partnerships
Indicator of Partnerships
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 Government
and
policymakers
341 500 68.2% Very
good
2 Communities
and civil
society actors
353 500 70.6% Very
good
3 Other sharing
economy
companies
344 500 68.8% Very
Good
4 Broader
business
communities
328 500 65.6% Good
19.0%
41.0%
21.0%
15.0%
4.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Excellent Very Good Good Not Good Bad
109
Description of Wellbeing
Interval (%) Criteria Frequency Percentage
84% < score ≤ 100% Sangat Tinggi 1 1.0%
69% < score ≤ 84% Tinggi 39 39.0%
52% < score ≤ 68% Cukup 49 49.0%
36% < score ≤ 52 % Rendah 10 10.0%
20% ≤ score ≤ 36% Sangat Rendah 1 1.0%
Total 100 100%
Highest 84.6%
Lowest 33.8%
Mean 64.0%
Chart of Wellbeing
1.0%
39.0%
49.0%
10.0%
1.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Excellent Very Good Good Not Good Bad
110
Indicator of Wellbeing
No Indicator Empirical
Score
Ideal
Score
Percentage Criteria
1 The hedonic
approach
658 1000 65.8% Good
2 The
Eudaimonic
approach
1896 3000 63.2% Good
3 Quality of
Life (QoL)
951 1500 63.4% Good
4 Wellness 656 1000 65.6% Good
111
APPENDIX VI: Classic Assumption Test and Multiple nLinier Regression
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa Mean .0000000
Std. Deviation 4.46852987
Most Extreme Differences Absolute .053
Positive .046
Negative -.053
Kolmogorov-Smirnov Z .534
Asymp. Sig. (2-tailed) .938
a. Test distribution is Normal.
b. calculated from data
112
The Result of Multicollinearity Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .701 1.427
X2 .597 .103 .472 5.782 .000 .727 1.376
X3 .501 .160 .234 3.127 .002 .866 1.155
a. Dependent Variable: Y
The Result of Heterocedasticity Test
113
The Result of Glejser Test
The Result of F-Test
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 2276.982 3 758.994 36.859 .000a
Residual 1976.808 96 20.592
Total 4253.790 99
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.922 2.212 1.321 .190
X1 -.082 .101 -.099 -.813 .418
X2 .048 .059 .096 .808 .421
X3 .033 .092 .040 .365 .716
114
The Result of t-Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .701 1.427
X2 .597 .103 .472 5.782 .000 .727 1.376
X3 .501 .160 .234 3.127 .002 .866 1.155
The Result of Multiple Linier Regressions
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Correlations
B Std. Error Beta Zero-order Partial Part
1 (Constant) 1.354 3.874 .349 .728
X1 .481 .178 .225 2.708 .008 .544 .266 .188
X2 .597 .103 .472 5.782 .000 .654 .508 .402
X3 .501 .160 .234 3.127 .002 .447 .304 .218
115
The result of Determinant Coefficient
Model Summary
Model R R Square Adjusted
R Square
Std. Error of
the Estimate
1 .629a 0.395 0.390 5.54386
A. Predictors: (Constant), X2, X1,X3
Source: Primary Data Processed
