E-Jurnal Manajemen, Vol. 9, No. 1, 2020 : 179-198 ISSN : 2302-8912 DOI: https://doi.org/10.24843/EJMUNUD.2020.v09.i01.p10 179 PERILAKU MASYRAKAT MENGGUNAKAN JASA GOCAR DI KOTA DENPASAR Kris Cahyadi Putra Jaya 1 Gede Bayu Rahanatha 2 1,2 Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia email: kriscahyadi_me@yahoo.co.id ABSTRAK Tujuan penelitian ini untuk mengetahui perilaku di Kota Denpasar menggunakan jasa GoCar. Penelitian ini dilakukan di Kota Denpasar. Metode pengumpulan data menggunakan survey dengan kuesioner dan Teknik analisis data dalam penelitian ini menggunakan Teknik analisis regresi linier berganda. Hasil penelitian ini diperoleh bahwa PerceivedValue, PerceivedRisk dan Perceived Quality memiliki pengaruh positif dan signifikan terhadap niat pemakaian jasa layanan GoCar. Perceived Price dan Advertising berpengaruh positif dan signifikan terhadap niat pemakaian jasa layanan GoCar. Sikap Konsumen memiliki pengaruh yang positif dan signifikan terhadap niat pemakaian jasa layanan GoCar. Perusahaan GoJek dalam hal ini GoCar hendaknya mulai meningkatkan brand awareness dari produknya dan mulai mengedukasi calon konsumen bahwa produk GoCar aman di gunakan. Kata kunci: sikap konsumen, jasa, layanan, perceived value ABSTRACT The purpose of this study was to determine the behavior in Denpasar City using GoCar services. This research was conducted in Denpasar City. Methods of data collection using surveys with questionnaires and data analysis techniques in this study using multiple linear regression analysis techniques. The results of this study found that the Perceived Value, Perceived Risk and Perceived Quality had a positive and significant influence on the intention to use GoCar services. Perceived Price and Advertising have a positive and significant effect on the intention to use GoCar services. Consumer attitudes have a positive and significant influence on the intention to use GoCar services. GoJek company in this case GoCar should begin to increase brand awareness of its products and start educating prospective customers that GoCar products are safe to use. Keywords: consumer attitudes, services, services, perceived value