RASIONALITAS KONSUMEN DALAM MEMILIH OJEK KONVENSIONAL SEBAGAI SARANA TRANSPORTASI UMUM DI KOTA TANJUNGPINANG

Abstract

The means of transportation is very important role especially to deny the affordability of a region. With the means of transport will open isolation or remote areas that will later develop as in other areas. The means of transportation that is the choice of people among others is “Ojekâ€. Nowadays, the means of transportation services have begin to develop through technology and appear means of transportation through online-based applications that have begin to develop in the country of Indonesia such as “Ojek†Online application that has begin to spread in the region Urban. But still there are also people who still use conventional ojek service. This research aims to know the rationality of consumers in selecting public transportation of conventional “ojekâ€. This research was conducted in the city of Tanjungpinang. This type of research is qualitative research with a descriptive approach. The data collection techniques in this study are observations, interviews and documentation. The interview was conducted with the people who still use conventional ojek services as much as four people using the Purposive Sampling technique. Data analysis techniques using Miles and Huberman models consisting of data reduction, data presentation, and conclusion withdrawal. The results of the findings in this study are (1) can be used as a subscription associated with traditional rationality (2) sense of safety and comfort associated with affective rationality (3) Effective choice is associated with instrumental rationality (4) Price associated with value-oriented rationality