THE COVID–19 PANDEMIC EFFECT ON CUSTOMER TIPPING BEHAVIOR OF ONLINE MOTORCYCLE TAXI SERVICE

• Main Author: Choirun Nisa, Aldila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64276
• Institution: Institut Teknologi Bandung

The research objectives are to determine whether there is a change in customers' provision of tipping drivers during the COVID–19 pandemic compared to before the pandemic and the customers’ motives in tipping to drivers during COVID 19 pandemic. As part of this research, the author uses the quantitative method. The instrument used is a questionnaire, and the type of data is primary data—technique scale measurement using Likert scale and Interval scale. Data collection is done by distributing online questionnaires through Google Forms. Respondents are all Indonesian people with no background restrictions—data analysis techniques using compare means test and multiple linear regression analysis. The result shows that most respondents gave more significant tip during the COVID–19 pandemic than before. It indicates that customers tipping towards online motorcycle taxi drivers has changed due to the COVID–19 pandemic. Based on the regression equation, independent variables consisting of reward positively (X1), altruism (X2), social norms (X3), and social esteem (X4) are significant and have a positive value. The result also shows that all of the independent variables have an influence partially and simultaneously on explaining their effect on change in customers tipping (Y) by 91.7%. In comparison, 8.3% is influenced by other variables not used in this study. It can also be concluded which independent variables influence the change in customers’ tipping. It is altruism (X2), social norms (X3), reward positively (X1), and social esteem (X4). The results obtained in this research follow the relationship between the theory of altruism and the pandemic. One evidence of this theory is that users of online motorcycle taxi applications provide more tip to drivers during the COVID–19 pandemic than in the pre–pandemic period. Although at the same time everyone is struggling together against the impact of the COVID–19 pandemic, there is still a sense of empathy for other humans who are felt to be in a more difficult position. Even if viewed from an economic perspective, giving drivers tip, especially during the COVID–19 pandemic, does not provide economic reciprocity.