Hamdard Islamicus, Vol. 43 No. S.

2 (2020), 2169-2186
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MUSLIM CONSUMER SATISFACTION ON CONSUMER PURCHASE

DECISION OF APPLICATION-BASED ONLINE MOTORCYCLE TAXI
1 2 3 4 5
Chandra Warsito, Iin Solikhin, Nida Umi Farhah, Ahmad Suganda, Amin Khaerudin

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

1. Introduction
Nowadays many people are aware of the importance of online transportation services,
as application-based online motorcycle taxi emerges, they utilized the services for
various purposes. Besides the transportation, this growing industry also includes
ordering and shipping their services. In addition to bringing profit to local businesses,
the growth of the industry also opens new job opportunities. Its feature of online food
order is a favorite among young people, and women are no exception. The reason is
that they just need to call, or work site, no need to queue and get stuck in traffic,
orders should be arrived at their specific destination. It saves time and energy due to
its practicality.
This transformation of consumers‟ service model, making this phenomenon are
become more interesting. But with the addition of the services, there is also a price
adjustment which is normally charged to the consumers. It shows that, from the
consumer‟s standpoint, price is something that being sacrificed in order to obtain the
desired goods or services.
This statement is in line with (Olli T. Ahtola, 1984) which stated that monetary price
is a lower level attribute in multi-attribute model because price is a “ give”
component of the model, rather than “get” component. Several studies which
conceptualized that price as a sacrifice model also conducted by (Chapman, 1986;
Grewal et al., 1998; Mazumdar, 1986; Zeithaml, 1988).

1
Institut Agama Islam Negeri Purwokerto, Indonesia. Email: [email protected]
2
Institut Agama Islam Negeri Purwokerto, Indonesia. Email: [email protected]
3
Institut Agama Islam Negeri Purwokerto, Indonesia. Email: [email protected]
4
STAI Syamsul „Ulum Sukabumi, Indonesia. Email: [email protected]
5
Institut Agama Islam Negeri Purwokerto, Indonesia. Email: [email protected]
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According (Tjiptono, 2001), states that price are monetary units, or other exchange
measurements (including goods and services), in order to obtain the rights of
ownership or business on goods or services. Price is also an indicator of quality, high
quality product could be set on a higher price. Hence, price has effect on consumer
purchase decision.
Moreover, a product which is formed in goods or services, characterized on its ability
to satisfy the consumers as stated by (Kotler, Philip, 1998). Commonly, a product has
functional and emotional or psychological benefits (Nitisusastro, 2012). According to
(Borden, 1964), product perception depends on its planning, procedures, product line
decision, quality, design, target market of the product along with product research and
development.
As stated by (Gronroos, 1984) services is an activity, or series of activities, of more or
less intangible nature that normally, not necessarily, take place in interaction between
the customer and services employees and/or systems of the services provider which
are provided as solution to customer‟s problems. Companies that have a superior
service would be able to maximize the company‟s financial performance (Gilbert et
al., 2004). As also stated by (Lupiyoadi, 2001) that the most dominant factors in
terms of the customer satisfaction is that consumer would be satisfied if they get
good services or meet their expectation.
Customer‟s satisfaction is having relation with several factors, such are services that
meet customer‟s expectations, attractive and easy-to-reach workplace services.
(Widodo, 2012) stated that the characteristics of a satisfied consumer are those who
repeat and advocate to others. As (Kotler, 2001) mentioned, that consumer decision is
through five stages, which are: need recognition, information search, evaluation of
the alternatives, purchase decision and post-purchase behavior.
According (Warsito, 2019), a Muslim's decision-making must also pay attention to
factors of Muslim personality, including personal beliefs that a person is Muslim,
from birth and will remain a Muslim until the day of his death, also taking into
account halal and haram rules regarding work attitudes, food, social interaction,
Islamic principles of economic activity, keeping prayer times five times, and keeping
my family safe for the world and beyond.
In relation to online motorcycle taxi services, commonly its service operator or the
driver is dominated by men. There is an assumption that Muslim consumers, who
hold fast to their beliefs, often rethink using services because of this gender
difference. This phenomenon would be the focus of analysis in this study, whether
gender plays role as a moderator variable on the consumer satisfaction with purchasing
decision or not. There are several studies that showed the role of gender as moderator
variable in product utilization such as (Stoltenberg et al., 2008). This study concludes
that gender is influencing product usage, or in this case on special product such as
cigarettes.
The results of this study are expected to contribute data on how gender becomes a
moderating variable between price, product quality, service quality and customer
satisfaction on Muslim consumer purchasing decisions from application-based online
transportation services. Secondly, it provides suggestion especially to the provider, to
be more consider the need of Muslim consumers, especially Muslim women.

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2. Literature review
2.1 The Relationship Between Price and Consumer’s Purchase Decision
Price is the amount of money charged for a product or service, or the sum the values
consumers exchange for the benefits of having using the product or services (Kotler,
Philip, 1998). In relation with purchase decision, as studied by (Tan, 2011) it stated
that if the consumers considered that price-offeredis accordance with the bene fits, it
would be a consideration for consumer decision for repeating service order in the
future. Other studies have found that price has a positive effect on purchasing decision
as conducted by (Hariadi,D., 2012; Satit et al., 2012). From the studies it could be
assumed that there is a relationship between price and consumer decision in
purchasing goods or services such as online taxi delivery services, and thus alternative
hypothesis is as follows:
H1: Price has positive influence on purchasing decisions.
2.2 The Relationship Between Product Quality and Purchase Decisions
A consumer purchases goods or services due to the confidence that the qualities of
the product meet the expectations of consumer. Product quality is the characteristic
of a product or service that bear on its ability to satisfy needs of the consumers either
expressed or implied (Kotler, Philip, 1998). As argued by (Evelina et al., 2012),
product quality has positive effects on consumer purchase decision. As also found in
(Sarini Kodu, 2013; Weenas, 2013) concluded that there is a positive influence on
product quality on purchasing decisions. From those arguments, this study proposed
that there is a relationship between product quality with the consumer purchase
decision, the following hypothesis as follows:
H2: Product quality has positive effects on purchasing decisions
2.3 The Relationship of Service Quality and Purchase decisions
The company provides services to consumers and with excellent service, consumers
will feel happy, and so they will repeat transactions in the future. Service quality is an
excellent level of expectation and control over level of excellence to meet customer
interest (Wyckof and Lovelock, on (Ratminto., 2005)). (Zeithaml, Valarie A., 1996)
stated that service quality is actually an assessment of consumer‟s perception of
service superiority as a whole, this statement is also wrote by Parasuraman, which
stated that service quality is consumer‟s overall impression of the relative
inferiority/superiority of a firm.
Based on study conducted by (Sarini Kodu, 2013; Weenas, 2013) it concluded that
there is a positive influence of service quality on purchasing decision. Thus, it is
strongly believed that there is a relationship between service quality and purchase
decision. The following alternative hypothesis is as follows:
H3: There is a positive influence of service quality on purchase decision.
2.4 The Relationship Between Consumer Satisfaction and Purchase Decision
Research conducted by (Samuel, Hatane., 2005) concluded that there is an influence
of consumer satisfaction on brand loyalty. Loyal customers are the ones who will
purchase the same brand. According to (Hidayat, 2015) there is an influence of
customer satisfaction on purchase intention. Based on those studies, it could be
developed an alternative as follows:
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H4: There is a positive influence of customer satisfaction on purchase decision.
2.5 Gender as a Moderator variable between Price and Purchase Decision
Moderator variables could affect the strength of the relationship betweenvariables
(Ghozali, 2005). Meanwhile, other studies mentioned that gender plays role in product
utilization, (Stoltenberg et al., 2008). So the alternative hypothesis in this study,
constructed as follows:
H5: Gender could be a moderator variable between price and purchase decision.
H6: Gender could be a moderator variable between product quality and the
purchase decision.
H7: Gender could be a moderator variable between service quality and purchase
decision.
H8: Gender could be a moderator variable between customer satisfaction and the
purchase decision.
In this study, the relationship between these variables is illustrated in this
chart:

Price Gender

Product
Quality
Purchase
Decision
ervice
lity

Customer
ati ction

Figure 1. The Research Model

3. Methodology
3.1 Method and sample

Purposive sampling is conducted in this study by selecting consumers who use online
motorcycle taxi services located in Banyumas Regency of Central Java, Indonesia.
Population in this study was not clearly recorded, and thus for the purpose of sample
adequacy, the number of sample size was 150 respondents. Primary data is collected

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directly from interviews and questionnaires, both observed and recorded by researches.
The data is analysis with AMOS Structural Equation Modelling. Alternative
Hypothesis (Ha) is rejected if p value is ≥ 0.05, or null hypothesis is accepted. Ha
would be accepted if p value is < 0.05, or in this case null hypothesis is rejected.
3.2 Results and Analysis

This study aims to analysis whether if gender acted as moderator variable, among
price, product quality, service quality, and consumer satisfaction with purchasing
decision. Sample was taken from consumers who use application-based online
transportation services, located in Banyumas Regency of Central Java. The
descriptive statistics displays as follows:
Table 1: Profile of Respondents by Gender
No Gender Total Percentage
1 Women 73 48,67
2 Men 77 51,33
Total 150 100,00

Table 2: Profile of Respondents by Education level

No Education Total Percentage
1 Elementary-Junior
5 3,33
High School
2 High School 71 47,33
3 Diploma 34 22,67
4 Bachelor 40 26,67
Total 150 100,00

Table 3: Profile of Respondents by Profession

No. Occupation Total Percentage

1 6,00
Government Civil Servants 9
2 Private Employee 53 35,33
3 Entrepreneur 41 27,33
4 Army and Police 11 7,33
State owned Enterprises
5 6 4,00
Employee
Student and College
6 30 20,00
Student
Total 150 100

Table 4: Profile of the Respondents by Age

No. Age of Respondent Total Percentage

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1 < 25 Years 55,33

83
2 25 - 40 Years 56 37,33
3 > 40 Years 11 7,33
Total 150 100

Table 5: Profile of the Respondents by Income

No. Income Total Percentage

1 < Rp. 5 Million 66,00

99
2 5 - 10 Million 44 29,33
3 > 10 Million 7 4,67
Total 150 100

Table 6: Profile of the Online Taxi Driver‟s Gender Used by Respondents

No. Gender Total Percentage

1 Men 94,67
142
2 Women 8 5,33
Total 150 100

The substructure was first developed, to assess the relationship between

research variables. There is only one substructure that shows the effect of
price, product quality, service quality, and customer satisfaction on this
service. This substructure can be learned from the path coefficient four,
namely:
Path 1: Shows the influence of Price on Consumer Decision of
Online Taxi (P1)
Path 2: Shows the influence of Product Quality on Consumer Decision
of Online Taxi (P2)
Path 3: Shows the influence of Services Quality on Consumer Decision
of Online Taxi (P3)
Path 4: Shows the influence of Customer‟s Satisfaction on Consumer
Decision of Online Taxi (P4)
The existence of multilevel issues indicated that it needs to be analysed
with Structural Equation Modelling (SEM).

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Table 7: Standardized Regression weight confirmatory analysis on Price, Product
Quality, Services Quality Satisfaction and Consumer‟s Purchase Decision Using
Online Taxi Services
Estimate S.E. C.R. P
H4 <--- Price 0,880
H3 <--- Price 0,851 0,06 13,940 0,000
H2 <--- Price 0,887 0,07
2 15,247 0,000
H1 <--- Price 0,864 0,06
2 14,249 0,000
KPr4 <--- Product Quality 0,824 5
KPr3 <--- Product Quality 0,898 0,08 13,307 0,000
KPr2 <--- Product Quality 0,872 0,08
0 12,705 0,000
KPr1 <--- Product Quality 0,764 0,07
4 10,522 0,000
KPe5 <--- Service Quality 0,816 9
KPe4 <--- Service Quality 0,822 0,09 11,580 0,000
KPe3 <--- Service Quality 0,848 0,08
0 12,183 0,000
KPe2 <--- Service Quality 0,822 0,08
6 11,409 0,000
KPe1 <--- Service Quality 0,843 0,08
8 11,975 0,000
Kep5 <--- Satisfaction 0,771 8
Kep4 <--- Satisfaction 0,816 0,10 10,555 0,000
Kep3 <--- Satisfaction 0,809 0,11
5 10,220 0,000
Kep2 <--- Satisfaction 0,796 0,11
5 10,024 0,000
Kep1 <--- Satisfaction 0,804 0,10
3 10,114 0,000
Kpt1 <--- Purchase Decision 0,848 0
Kpt2 <--- Purchase Decision 0,826 0,08 12,238 0,000
Kpt3 <--- Purchase Decision 0,830 0,08
4 12,233 0,000
Kpt4 <--- Purchase Decision 0,808 0,08
2 11,795 0,000
0

Figure 2. Confirmatory Factor Analysis

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Information of Figure 2:
H1 = Product Price is affordable to the consumers
H2 = Product price is suitable with Product Quality
H3 = Product price has competitive value with competitors
H4 = Product price is suitable with the benefits
KPr1 = Product price has specific features
KPr2 = Product price has specific advantages
KPr3 = Product offered has performing reliability
KPr4 = Product offered is suitable with consumer‟s expectations
KPe1 = Employee is responsive on service delivery
KPe2 = Employees has adequate competition
Pe3 = Employee has friendly response
KPe4 = Employee has a good communication skill
KPe5 = Employee has a good understanding on consumers
Kep1 = I am satisfied with the service delivery
Kep2 = I am satisfied with company service facilities
Kep3 = Company workplace is easy to reach
Kep4 = Cleanliness of the environment is treated well
Kep5 = What I feel is suitable with promotional advertising
Kpt1 = Purchase decision I make, has through evaluation processes from the
prior purchase experience
Kpt2 = I feel confident about the purchase decision I made
Kpt3 = Purchase decision I make due to the beliefs that this product is the top
priority
Kpt4 = The purchasing decision I made showed that I was loyal to a certain
brand

Table 8: Result from Variance Extract

Average Variance
Variable
Extracted (AVE)
Price 0,758
Product Quality 0,707
Services Quality 0,689
Consumer Satisfaction 0,639
Purchase decision Services 0,686

Table 9: Result from Construct Reliability

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Construct Reliability
No Variable
1 Price 0,926
2 Product Quality 0,906
3 Services Quality 0,917
4 Satisfaction 0,898
5 Purchase Decision 0,897

Table 10: Result from Discriminant Validity

H KPr KPe Kep Kpt
H 0,871
KPr 0,462 0,841
KPe 0,472 0,317 0,830
Kep 0,442 0,451 0,369 0,799
Kpt 0,646 0,561 0,541 0,695 0,828
Information: The bold–underline diagonal number is square root of AVE

Table 11: Normality Test

Variable Min max Skew cr. kurtosis cr.
Kpt4 2 5 0,231 1,156 -0,931 -2,327
Kpt3 2 5 -0,335 -1,675 -0,848 -2,119
Kpt2 2 5 -0,185 -0,923 -1,014 -2,534
Kpt1 2 5 -0,19 -0,951 -0,93 -2,326
Kep1 2 5 0,295 1,477 -0,562 -1,405
Kep2 2 5 0,079 0,395 -0,956 -2,391
Kep3 2 5 0,084 0,419 -1,021 -2,551
Kep4 2 5 0,143 0,716 -0,816 -2,039
Kep5 2 5 0,203 1,014 -0,672 -1,68
KPe1 2 5 0,144 0,721 -0,975 -2,437
KPe2 2 5 0,153 0,765 -0,889 -2,222
KPe3 2 5 0,125 0,625 -0,929 -2,323
KPe4 2 5 0,075 0,374 -0,989 -2,472
KPe5 2 5 0,202 1,01 -0,861 -2,153
KPr1 2 5 0,176 0,879 -0,636 -1,59
KPr2 2 5 0,306 1,531 -0,795 -1,988
KPr3 2 5 0,288 1,442 -0,698 -1,744
KPr4 2 5 0,199 0,994 -0,88 -2,201
H1 2 5 0,296 1,48 -0,545 -1,361
H2 2 5 0,354 1,769 -0,934 -2,334
H3 2 5 0,273 1,364 -0,427 -1,069
H4 2 5 0,278 1,391 -0,758 -1,895
Multivariate -7,424 -1,399

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4. Discussion and Conclusion
4. 1 Structural Equation Modelling (SEM) Model 1
In this study, Model 1 is a model without moderator variables. After the model is
analyzed in the Confirmatory Factor Analysis, each indicator that fits the model can
be used to define Latent Construct, so that the full SEM model can be calculated.
Detailed information as shown in Figure 3 and table 12.

Table 12: Structural Equation Modelling Price, Product Quality, Services

Quality, and Purchase decision without moderator variable
Variable Estimate S.E. C.R. P
Relationship
Purchase decision <-- Price 0,282 0,077 3,67 0,000
Product 8
Purchase decision <-- 0,186 0,076 2,46 0,014
Quality
4
Services
Purchase decision <-- 0,204 0,074 2,76 0,006
Quality
2
Customer‟
Purchase decision <-- s 0,487 0,093 5,24 0,000
Satisfactio 1
n

Figure 3: Results from Structural Equation Modelling Analysis (Model 1)

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Based on Table 12. Structural Equation Modelling could be as
follows: Kpt = 0,282 H + 0,186 KPr + 00,204 KPe + 0,487 Kep + Z1
Information:
Kpt = Purchase Decision
H = Price
KPr = Product Quality
KPe = Services Quality
Kep = Consumer Satisfaction

Results from goodness-of-fit index on Table 13.

Table 13: Goodness-of-fit Index indices for Model 1
Goodness of fit index Cut-of value Result of Model Evaluation
Analysis

X2-Chi-square 248,328 222,087 Good

Significance 0,125 Good
probability
RMSEA 0,028 Good

GFI 0,884 Marginal

AGFI 0.90 0,852 Marginal

CMIN/DF 1,116 Good

TLI 0,989 Good

CFI 0,990 Good

a. Chi square-X2
The Chi Square value in this study was 222,087. This shows that
there is no difference between the estimated value and the actual value or
in other words, the structural model produced is the best model.
b. RMSEA – The Root Mean Square Error of Approximation
RMSEA is another analytical tools that also showing goodness-of
fit on estimating population size (Hair, et al, 1995 on (Ferdinand, 2005)).
RMSEA value that is smaller or equal to 0.08 indices acceptance of a
model which also shows that close fit of the model based on the degrees
of freedom (Brown & Cudeck on (Ferdinand, 2005)). The value of
RMSEA in this study was 0.028. The concluded model is suitable
because the RMSEA value is less than 0.08.
c. GFI- Goodness of Fit Index

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GFI is a non-statistical analysis that the value is range from 0
(poor fit) to 1.0 (perfect fit). The GFI value in this study was 0.884 or
concluded as the better fit model (Ferdinand, 2005).
d. AGFI- Adjusted Goodness of Fit Index
The recommended level of acceptance as if AGFI value is equal
or greater than 0.90. The AGFI value in this study was 0.852 or it is in
the range of marginal fit.
e. CMIN/DF-The Minimum Sample Discrepancy
CMIN/DIF is an indicator to evaluate the model fit. In this case,
there is no big difference between CMIN/DF and chi-square, but the
called
less than 3.0,
indicating acceptable fit between the model and the data(Arbuckle, 1997)
on (Ferdinand, 2005)). The CMIN/DF value of this research is 1,116
which includes in good fit (CMIN/DF value is less than 2.0).
e. TLI-Tucker Lewis Index
TLI is an alternative incremental fit index which compares a
tested model with a baseline model (Baumgartner and Homburg, 1996)
on (Ferdinand, 2005)). Closer the Value to 1 or more than 0.95, indicates
good fit (Arbuckle, 1997 on (Ferdinand, 2005)). TLI value in this study
was 0,989 as it considered as a good fit.
f. CFI-Comparative Fit Index
The range of this index is between 0 (poor fit) to 1.0 (perfect fit).
Values that greater than 0.95 indicates the highest fit level or a good fit
(Arbuckle, 1997 on (Ferdinand, 2005)). The CFI value in this study is
0,990. It is more than 0.95 or it considered as a good fit.
Hypothesis Testing Model 1
a. The influence of Price variables on Purchase Decision of
Application-Based Online Motorcycle Taxi
Based on the table 12, it could be that estimated that the value of
the path coefficient variable on consumer decision of Online Taxi is
0,282. From the test of significance, p value is p= 0,000, or less than
0.05. Or it means that Price variable has a positive influence on consumer
decision of Online Taxi. In other words, the more affordable the price is,
the stronger consumer decision to use online motorcycle taxi
services. The first alternative hypothesis which stated that “There is a
positive influence of price on Consumer Purchase decision “is true.
b. The Influence of Product Quality on Purchase decision
From the table 12, the estimated value of path coefficient, of
Product Quality on Consumer Decision is 0,186. The result from
significance test is p= 0,014, or less than 0.05. It proved that the variable
of Product Quality has a positive influence on Consumer Decision of
Online Taxi. Or, it could be stated that the better Product Quality is, the
stronger consumer purchase decision to use the online taxi services. It

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also stated that second Hypothesis of this study which stated that “There
is a positive influence of Product Quality on Purchase Decision is True.
c. The Influence of Service Quality on Purchase Decision
Based on the table 12, it is known that the estimated value of
path coefficient of service quality on consumer decision of online taxi is
0,204. Based on test of significance, the p value p= 0,006, or less than
0.05. It shows that service quality has a positive influence on Consumer
Decision of Online Taxi, or the better the service quality the stronger
consumer decision on consumer decision of online taxi services. It
concludes in this study that “There is a positive influence of service
quality on purchase decision or third hypothesis is accepted.
d. The Influence of Satisfaction on Purchase Decision
Based on table 12, it is known that the estimated value of path
coefficient of customer satisfaction variable on purchase decision of
online taxi is 0.487. Based on the significance test, p value is p= 0,000,
or less than 0.05. It shows that Customer‟s Satisfaction variable has a
positive influence on Consumer Decision of Online Taxi, or the higher
Customer‟s Satisfaction the stronger consumer decision of online taxi
services. Or it concludes that the fourth hypothesis which stated that
“There is a positive influence of customer satisfaction on purchase
decision” is accepted.
4.2 Structural Equation Modelling (SEM) Model 2

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Figure 4: Results from Structural Equation Modelling (Model 2)

Model 2 in this study is a model with moderation variables.

This model is analyzed by Confirmatory Factor Analysis first, to get
the fit model, used to construct latent construction, then SEM can be
fully analyzed. The results of this process can be seen in Figure 4
and table 14.
Table 14: Structural Equation Modelling of Price, Product Quality, Services
Quality, with the Consumer purchasing decisions towards
application-based online motorcycle taxi
Variable Estimat S.E. C.R. P
Relationship
Purchase Decision <--- Price e
,263 ,109 2,422 ,015
Purchase Decision <--- Product Quality ,229 ,109 2,097 ,036
Purchase Decision <--- Service Quality ,215 ,096 2,242 ,025
Purchase Decision <--- Satisfaction ,457 ,128 3,567 ,000

Variable Estimate S.E. C.R. P

Relationship
Purchase Decision <--- HG ,008 ,033 ,226 ,821
Purchase Decision <--- KPrG -,019 ,033 -,578 ,563
Purchase Decision <--- KpelG -,001 ,024 -,047 ,963
Purchase Decision <--- KepG ,011 ,025 ,430 ,667

After Confirmatory Analysis and Structural Equation

Modelling, the model is then tested by analyzing the value of The
Goodness of fit index. The calculation could be seen in Table 15.
Table 15: The Goodness-of-fit index of Structural Equation Modelling of
price, product quality, services quality, consumer satisfaction and consumer
purchasing decision on application-Based Online motorcycle Taxi
Goodness of fit index Cut-of value Result of Model Evaluation
Analysis

2-Chi-square 248,328 1684,707 Marginal

Significance 0,000 Marginal
probability
RMSEA 0,180 Marginal

GFI 0,640 Marginal

AGFI 0,562 Marginal

CMIN/DF 5,829 Marginal

TLI 0,578 Marginal

CFI 0,624 Marginal

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a. Chi square- 2
Likelihood ratio Chi-Square statistic is an indicator to
evaluate the overall fit model. The smaller Chi-Square value is
better and it is accepted based on the probability with the value of
the cut of value P>0.05 or P>0.10 (Hulland on (Ferdinand, 2005)).
In this study Chi-Square value is 1684,707, with p=0.000. It
concluded that model in this study in not “fit model” or there is a
difference between predicted value and the actual value. This study
concluded that the structural model is not the best model.
b. RMSEA – The Root Mean Square Error of Approximation
As stated above, RMSEA value that is smaller or equal to
0.08 indices acceptance of a model which also shows that close fit
on the model based on the degrees of freedom (Brown & Cudeck
on (Ferdinand, 2005)). The value of RMSEA in this study was 0.180.
The model was concluded as poor fit because that the RMSEA
value was higher than 0.08.
c. GFI- Goodness of Fit Index
GFI is a non-statistical analysis that the value is range from 0
(poor fit) to 1.0 (perfect fit). The GFI value in this study was 0.640 or
quite far from 0.90 and thus concluded as poor fit.
d. AGFI- Adjusted Goodness of Fit Index
The recommended level of acceptance as if AGFI value is equal
or greater than 0.90. The AGFI value in this study was 0.562 or it is in
the range of poor fit.
e. CMIN/DF-The Minimum Sample Discrepancy
The CMIN/DF value of this research is 5.829 which includes in a
particularly good fit (CMIN/DF value is higher than 2.0).
e. TLI-Tucker Lewis Index
As TLI is an alternative incremental fit index which compares a
tested model with a baseline model, closer the Value to or more than
0.95, indicates a very good fit (Arbuckle, 1997) on (Ferdinand, 2005)).
TLI value in this study was 0.578 or it considered as a poor fit.
f. CFI-Comparative Fit Index
The range of this index is between 0 (poor fit) to 1.0 (perfect fit).
Values that greater than 0.95 indicates the highest fit level or a very
good fit (Arbuckle, 1997 on (Ferdinand, 2005)). The CFI value in this
study is 0,640. It is far less than 0.95 or it considered as a poor fit.
Moderation Analysis
a. The Influence of Price on Consumer Decision using Online Taxi Services
Based on the Table 14, it is known that the value of estimated path
coefficient variable of interaction between gender and the price purchase
decision services is 0,008. From the significance test, the result of p value is
0.821, or higher than 0.05. Thus, this study conclude that gender could not be

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a moderator variable or the fifth hypothesis which stated that “Gender could
be a moderator variable between price and purchase decision” is rejected.
b. The Influence of Product Quality on Purchase Decision
Based on Table 14, the value of estimated path coefficient of interaction
between gender and product quality on Consumer Decision is -0,019. The p
value from the significance test is 0.563, or higher than 0.05. It is showed that
gender could not be a moderator variable or the sixth hypothesis which
stated that Gender could be a moderator variable of Product quality
and Purchase decision” is rejected.
c. The Influence of Service Quality on Purchase Decision
Based on table 14, it shows that the value of estimated pathcoefficient, of
interaction between gender and service quality on consumer decision is -
0,001. Based on the test of significance, p value is 0,963 or it is higher than
0.05. It shows that Gender could not be a moderator variable of service quality
with consumer purchase decision or the seventh Hypothesis which stated that
“Gender could be a moderator variable of service quality with purchase
decision” is rejected.
d. The Influence of Satisfaction on Purchase Decision
Based on the table 14, it is known that the value of pathcoefficient of interaction
between Gender and Customer‟s Satisfaction variable on Consumer Decision
of Online Taxi is 0.457, p value from the significance test is 0.000, or lower
than 0.05. It concluded that gender is not a moderator variable between
Consumer Satisfaction and the Consumer Decision of Online Taxi services, or
the hypothesis is accepted.
Based on the study and data analysis, it concludes that there is a positive influence of Price,
Product Quality, Services Quality, Consumer satisfaction on consumer decision. The better
consumer perception on Price, Product Quality, Services Quality and Customer‟s Satisfaction
the stronger consumer purchasing decision of online taxi services. This study also finds that
Gender is not a moderator variable on Price, Product Quality, Services Quality, Customer
satisfaction with the purchase decision. Or in other words consumer purchase decision is not
influenced by gender differences. Implication from this study is that company needs to
maintain services because of that fact it increases the customer satisfaction. This because of
company orientation to give maximum services without concerning gender differences. This
study suggests that in the future, the researchers need to analyze the consumer tendency on
selecting online taxi provider with the consumer interaction with the driver.

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