Multi Atribut Model Fishbein pada Ojek Online di Kabupaten Lombok Timur

Authors

  • Ruslin Ruslin Akademi Ilmu Pelayaran Nusa Tenggara
  • Chairul Aly Ramli Akademi Ilmu Pelayaran Nusa Tenggara
  • M Gunawan Supiarmo Akademi Ilmu Pelayaran Nusa Tenggara
  • Ahmad Faqihi Akademi Ilmu Pelayaran Nusa Tenggara
  • M Ma'ruf Maritime Logistics Study Program, Universitas Pendidikan Indonesia
  • Galih Rio Prayogi Department of Civil Engineering, Institut Teknologi Sumatera
  • Hermansyah Hermansyah Department of Civil Engineering, Universitas Teknologi Sumbawa
  • Detha Sekar Langit Wahyu Gutama Department of Civil Engineering, Universitas Sarjanawiyata Tamansiswa

DOI:

https://doi.org/10.54324/j.mtl.v11i3.1564

Keywords:

Transportation, multi attribute, fishbein model, online motorcycle taxi services, customer preferences

Abstract

The main objective of this research is to analyze customer preferences of online motorcycle services in East Lombok using the Fishbein multi-attribute model. A deep understanding of the attributes most valued by customers is essential for service providers and local government to improve service quality of the community's needs. The research was conducted using purposive sampling with data collected over three months through interviews, questionnaires, observations, and literature reviews. The results indicate that all evaluation importance levels is categorized as important, with the highest score of 4.24 attributed to the safety and comfort attributes. On the other hand, the evaluation of belief levels (bi) falls into the good category, with the highest score of 3.83 attributed to driver experience. Based on the customers’ attitude analysis, several attributes receive positive scores: the safety and comfort attributes receive the highest attitude score of 15.94, followed by the driver’s experience attribute with a score of 15.87, and finally the ease of use of the online motorcycle application with a score of 15.61. In conclusion, deeper understanding of customers’ preferences could assist service providers and local government to improve the quality of online motorcycle services in East Lombok Regency.

Author Biography

Ruslin Ruslin, Akademi Ilmu Pelayaran Nusa Tenggara

Pendidikan S-2 Magister Sistem dan Teknik Transportasi, saat ini aktif sebagai tenaga pengajar di Akademi Ilmu Pelayaran Nusa Tenggara sebagai Dosen Tetap Yayasan.

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Published

2024-11-30

Issue

Vol. 11 No. 3 (2024): NOVEMBER

Section

Articles

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