PUBLICATION & GAMIFICATION: STRATEGY TO PULL THE INTENTION OF DKI JAKARTA CITIZENS (CHOICE USER) TO USE PUBLIC TRANSPORTATION

• Main Author: Siskawati, Dian
• Format: Theses
• Language: Indonesia
• Subjects: Transportasi ; transportasi darat
• Online Access: https://digilib.itb.ac.id/gdl/view/80218
• Institution: Institut Teknologi Bandung

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.