PUBLICATION & GAMIFICATION: STRATEGY TO PULL THE INTENTION OF DKI JAKARTA CITIZENS (CHOICE USER) TO USE PUBLIC TRANSPORTATION
The increase in the behaviour of using private vehicles by DKI Jakarta residents (choice users) amid the implementation of the TDM strategy that continues to be developed, cannot be separated from the impact of policies imposed on the Covid-19 pandemic. Regulation of social distancing in public s...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80218 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increase in the behaviour of using private vehicles by DKI Jakarta residents
(choice users) amid the implementation of the TDM strategy that continues to be
developed, cannot be separated from the impact of policies imposed on the Covid-19
pandemic. Regulation of social distancing in public spaces, including when using
public transportation and the implementation of PPnBM-DTP tax discount policy up
to 100%, encourage people to use private vehicles in their daily activities. This
condition triggered an increase in the volume of traffic congestion after the Covid-
19 pandemic, which in turn caused decrease in air quality and the number of ISPA
cases in DKI Jakarta to rise. Therefore, strategy innovation is needed to pull the
intention of DKI Jakarta residents in the choice user category to switch and/or
continue to use public transportation.
This study tries to analyse strategy to pull the intentions of DKI Jakarta residents
(choice user) to use of public transportation through implementation of publication
messages and gamification, using modifications to the Theory of Planned Behavior
(TPB) framework. SEM-PLS analysis was used to test the theory using 200
respondents’ questionnaire. The study’s findings demonstrated that publication and
gamification messages had a positive and significant effect on attitudes, subjective
norms, and perceived behavioral control. The result of the study confirms the strong
and favorable impact of attitudes and subjective norms on the intention of using
public transport. This study able to enrich the TPB framework, where gamification
variables affect attitudes and behavioral control. The results of this research may be
taken into account while developing innovative pull strategy policies for TDM
implementation in DKI Jakarta. |
|---|