ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN JASA OJEK ONLINE DI KOTA MATARAM
Analysis of Factors Affecting the Demand of Online Motorbike Taxi Service in Mataram
DOI:
https://doi.org/10.29303/spektrum.v6i1.154Keywords:
Tarif, Jarak, Pendapatan, Permintaan Ojek OnlineAbstract
Jasa transportasi di Kota Mataram menjadi sangat penting ketika masyarakat melakukan berbagai aktivitas. Semakin bertambahnya masyarakat Kota Mataram maka semakin pesat perkembangan jasa angkutan. Jasa Ojek Online sebagai salah satu sarana transportasi terbaru yang berkembang di kota Mataram untuk menunjang mobilitas penduduk. Penelitian ini menggunakan data primer yang didapatkan dengan cara membagikan kuesioner di beberapa kawasan di Kota Mataram. Variabel bebas yaitu tarif, jarak, pendapatan, jumlah anggota keluarga dan kepemilikan kendaraan pribadi serta variabel terikat yaitu permintaan jasa ojek online di Kota Mataram. Analisis data menggunakan regresi linear berganda kemudian data diolah dengan menggunakan SPSS 24. Hasil penelitian ini menunjukkan bahwa variabel tarif, variabel pendapatan, variabel jumlah anggota keluarga berkorelasi positif terhadap permintaan jasa ojek online di Kota Mataram, sedangkan variabel jarak dan variabel kepemilikan pribadi berkorelasi negatif. Adapun secara keseluruhan variabel independen berpengaruh sebesar 77.8%, sisanya 22.2% dipengaruhi oleh faktor lain.
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