Importance Performance Analysis of Online Motorcycle Taxi Services:

Indonesian Passenger Perspective

Risdiyanto

, Ahmad Munawar

, Muhammad Zudhy Irawan

, Muhammad Kunta Biddinika

and

Johary Alfed

Department of Civil Engineering, Janabadra University, Yogyakarta, Indonesia

Department of Civil and Environmental Engineering, Universitas Gadjah Mada, Yogyakarta, Indonesia

Keywords:

Importance Performance Analysis, Online Motorcycle Taxis

Abstract:

Online motorcycle taxis have received permission from the Indonesian government to serve the community.

As a regulator, the government has an obligation to maintain that community needs are being met in every

mode of public transportation. Therefore, online motorcycle taxi operations to be assessed for performance

in order to maintain public services. This study aims to determine the characteristics of passengers as well

as their importance and performance on online motorcycle taxis. Data was obtained by distributing question-

naires to, and conducting interviews with 200 random online motorcycle taxi passengers in Yogyakarta City,

Indonesia. The Importance Performance Analysis (IPA) method was used to evaluate the online motorcycle

taxis. According to IPA, most of the online motorcycle taxi services were perceived to be good by the passen-

gers. A positive assessment of the online motorcycle taxi indicates that online transportation is very popular

and fulﬁls a community need.

1 INTRODUCTION

Congestion is a serious problem in many cities in the

world and various efforts have been made by govern-

ments to overcome this problem. One such effort has

been to increase the use of urban public transport. Ur-

ban public transportation methods which are currently

being widely developed are Bus Rapid Transit (BRT),

Light Rail Transit (LRT), and Mass Rapid Transit

(MRT). However, in the midst of efforts to increase

urban public transport load factors, the rapid growth

of online transportation has emerged. Application-

based transportation company Uber has 3.9 million

drivers around the world, while Grab, with 36 million

passengers collectively using services as many as 2.5

billion times, is served by 2.8 million drivers and Lyft,

another app based company, has 1.4 million drivers

who have served 23 million passengers in over one

billion trips (Iqbal, 2019). At ﬁrst, the presence of

many online transportation companies was opposed

in various countries. Demonstrations by conventional

taxi drivers often adorned the news in the mass media

because of reductions in their incomes since online

taxis began operating (Telegraph, 2019).

In addition, online transportation is deemed to be

turning people away from ﬁxed route urban public

transportation and even increasing the level of con-

gestion. But over time - although there are still gov-

ernments that prohibit the use of online transportation

- most cities of the world now allow online transporta-

tion companies to operate within certain parameters,

such as having driving licenses and stickers on ve-

hicles (Dickinson, 2018). In addition, fair cost stan-

dardization policies have been adopted for both online

and conventional taxis in order to maintain a climate

which is conducive to business.

During its development, Uber became the most

downloaded ride-sharing and taxi application in Eu-

rope for May 2019 with almost 2.1 million installa-

tions representing 13.3 percent year-on-year growth

from May 2018. The bulk of the installations came

from Russia at 32 percent, followed by The United

Kingdom 15 percent and France 11 percent (Chan,

2019). Meanwhile, based on Google and Temasek’s

research, the market share (Gross Merchandise Value

/ GMV) of online transportation services in six South-

east Asian countries reached US $ 2.98 billion, equiv-

alent to Rp43.2 trillion, in 2015. The value consists

of US$2.5 billion transportation services and US$450

million food delivery service. Then, in 2018 it in-

creased to US$7.9 billion (Rp114 trillion) and is pre-

dicted to soar to US$29 billion (Rp420 trillion) in

Risdiyanto, ., Munawar, A., Irawan, M., Biddinika, M. and Alfed, J.

Importance Performance Analysis of Online Motorcycle Taxi Services: Indonesian Passenger Perspective.

DOI: 10.5220/0009878600790085

In Proceedings of the 2nd International Conference on Applied Science, Engineering and Social Sciences (ICASESS 2019), pages 79-85

ISBN: 978-989-758-452-7

2025. In 2015, the daily average number of users

of online transportation services reached 1.5 million

/ day and increased to 8 million / day in 2018 (kata-

data.co.id, 2018).

In Indonesia, on August 22 2017, the Supreme

Court (MA) ofﬁcially annulled the Minister of Trans-

portation Regulation No. 26/2017, which became the

legal umbrella for the implementation of application-

based transportation. At least 14 points in the article

are considered contrary to the higher laws and regula-

tions by the Supreme Court, namely Law No. 20/2008

concerning Small and MicroMedium Enterprises and

Law No. 22/2009 concerning Road Trafﬁc and Trans-

portation (detikNews, 2017). Thus, the points govern-

ing a number of rules, including upper and lower limit

rates, were returned to the market scheme. That is

to have online transportation without a legal umbrella

but still allowed to operate.

Given the rapid growth of online motorcycle taxi

services, the Indonesian government sought the need

for policy / discretion based on Law Number 30 of

2014 concerning State Administration. In the Law it

was stated that the minister may regulate something

that occurs overwhelmingly in the community. With

these considerations, the Government of Indonesia,

through the Ministry of Transportation, permits the

use of online motorcycle taxi services by issuing the

Minister of Transportation Regulation No. 12 of 2019

concerning the Safety and Protection of Motorcycle

Users While Utilising Such Services for Public Inter-

est (INDONESIA, 2019).

In the midst of the pro-contra discourse, it cannot

be denied that online motorbikes continue to receive

a positive response from the public. Congestion that

occurs in many cities in Indonesia encourages people

to use online motorbikes as a faster but still afford-

able mode of transportation. Motorcycle based ride

sourcing like Gojek and Grab Bike is a mode of mo-

torbike taxi service that, assisted by technological de-

vices, makes it easier for citizens to order quickly and

be able to negotiate city trafﬁc more easily compared

to taxi cabs. The motorcycle taxi as a twowheeled mo-

torized vehicle has its own advantages and uniqueness

in that motorcycle taxis can provide door to door ser-

vices, can reach difﬁcult locations such as alleys and

narrow roads and be able to bypass congestion spots.

Government policies that ultimately allow the use

of motorcycle taxi online cannot be separated from

the demands of the wider community to obtain the

desired transportation services. However, every pol-

icy, of course, needs to be evaluated as the next policy

material because the government’s duty is to keep the

needs of the community well served. One of the im-

portant aspects of the evaluation of materials is to un-

derstand the perception of passengers of online trans-

portation services. If the public considers that online

transportation performs well, this means that online

transportation meets the expectations of the commu-

nity and therefore online transportation operations are

to be maintained. However, if the public’s perception

of online transportation is not good, the government

can review the existence of online transportation by

asking operators to improve their services or even, if it

is deemed necessary, terminate this online transporta-

tion operation.

Online transportation in the form of motorcycles,

also known as motorbike taxis, is, of course, quite

unique and is not found in many countries. This

research ﬁlls a gap by providing preliminary evi-

dence about the use of motorbike ride sourcing in Yo-

gyakarta Indonesia. The focus of this study was to

answer two questions: (1) What are the main char-

acteristics of online transport users (2) What are the

perceptions of performance and interests according to

passengers

2 PREVIOUS STUDIES

Studies related to online transportation include (Rayle

et al., 2016), (Suatmadi et al., 2019)(Irawan et al.,

2019)(Rakhmatulloh et al., 2019). Some studies high-

light the shift in passengers of urban public bus trans-

portation and conventional taxis to the use of online

transportation services (Rayle et al., 2016). It was

concluded that online transportation has the ability

to increase mobility but it does nothing to improve

environmental sustainability (Suatmadi et al., 2019).

Meanwhile, (Irawan et al., 2019) showed that there is

an opportunity for motorcycle-based ride sourcing as

a feeder mode of Trans Jakarta Bus and Commuter

Line in the Jakarta Metropolitan Area. However, not

many of these writings are aimed speciﬁcally at mo-

torbike type online transportation (as opposed to on-

line cars / taxis). In certain countries such as Indone-

sia, the main reasons for the prohibition of online mo-

torcycle taxis have been based on concerns for the

safety and security of passengers, and it is precisely

for these reasons that it is felt very necessary to con-

duct studies on online motorcycle services.

The focus of this research is to examine the perfor-

mance and interests of online motorcycle taxis from a

passenger perspective. If the assessment of the perfor-

mance side falls below the interests of the users, then

this indicates the need for service improvement. But

if the opposite is the case, the interests of passengers

are lower in terms of performance, meaning service

to passengers has exceeded expectations.

ICASESS 2019 - International Conference on Applied Science, Engineering and Social Science

2.1 Importance-performance Analysis

Importance-Performance Analysis (IPA) is a tech-

nique for analysing customer satisfaction with organi-

zational products or services as proposed by Martilla

and James (1977). IPA explicitly asks respondents

in the customer satisfaction survey to show how im-

portant each attribute is (Eboli and Mazzulla, 2009).

This method does not reﬂect the dependence of two

or more variables and the effects of the presence or

absence of different variables on overall service qual-

ity. Nevertheless this method is often used because

it is easy to identify different quality parameters that

can lead to improved service quality (Rahul Rao-

niar, 2015). In short, this science evaluation tool

is used to prioritize attributes for improvement and

can also provide guidance for strategic development

(Slack, 2002). Some previous studies on transporta-

tion (Muttaqin et al., 2016), (Prasad and Maitra, 2019)

(Machado-Le

on et al., 2017) have also been used the

IPA method.

Figure 1: The Importance-Performance Analysis (IPA) ma-

trix (Hosseini and Bideh, 2014)

Quadrant 1 contains attributes that are considered

very important for the customer, and the driver pro-

vides a high level of performance. Thus the attributes

in this quadrant are referred to as the main strengths

and opportunities to achieve or maintain competitive

advantage. Quadrant 2 contains attributes that are

considered to be of low importance to the customer,

but the driver provides a high level of performance.

In this case, the organization must reallocate attributes

in this quadrant to other quadrants that require perfor-

mance improvements. Quadrant 3 contains low im-

portance and low performance attributes which are re-

ferred to as small weaknesses. Thus attributes in this

quadrant do not require many priorities for improve-

ment. Quadrant 4 contains attributes that are consid-

ered very important for customers but the level of per-

formance is very low. These attributes are referred to

as major weaknesses that require immediate attention

for improvement.

The steps in determining the results of the Impor-

tance Performance Analysis (IPA) as a result of ﬁlling

out the forms by respondents in this study are as fol-

lows:

1. Calculate the importance of the online motorcycle

taxi,

2. Calculate the mean performance of the online mo-

torcycle taxi,

3. Conduct plotting of mean interests and mean per-

formance by Cartesian method into the quadrant

of the Importance Performance Analysis (IPA),

4. Interpreting and analysing what indicators to enter

into each quadrant.

2.2 Service Indicator

There are 10 indicators that are used as references in

the assessment of services (Parasuraman et al., 1985).

The ten variables are reliability, responsiveness, com-

petence, access, courtesy, communication, credibil-

ity, security, understanding / knowing the customer,

and tangibles. Then by using the SERVQUAL model

assessment, it is summarized into 5 pieces, namely

tangibles, reliability, responsiveness assurance, and

empathy (Parasuraman et al., 1988). Assurance is a

combination of communication, credibility, security,

competence, and courtesy, whereas empathy is un-

derstanding/knowing customers and access (Parasur-

aman et al., 1988).

Tangibles include physical facilities, equipment,

and what appears from employees / staff. Reliabil-

ity is the ability to perform promised services reli-

ably and accurately. Responsiveness is willingness to

help customers and provide fast service. Assurance is

the knowledge and politeness of employees and their

ability to inspire trust and conﬁdence. While empa-

thy is concerned with the individual attention that the

company gives to its customers.

3 METHODOLOGY

Two hundred people who had used Gojek motorbike

online transportation were asked to take part in this

study. Gojek was chosen because it is one of the lead-

ing online transportation players in Indonesia, where,

as of 2018, Gojek had attracted 1.7 million drivers,

300 thousand Go-Food partners, and 60 thousand ser-

vice providers (Setyowati, 2019). The Likert scale

was used to determine the performance and interests

of Gojek online motorcycle taxi passengers. To de-

termine the level of performance (performance), the

Importance Performance Analysis of Online Motorcycle Taxi Services: Indonesian Passenger Perspective

Likert scale used 1-5 where 1 is very bad and 5 is very

good. While in terms of interests 1 is not very impor-

tant, up to 5, which is very important. Next was the

Quadrant Analysis or Importance Performance Anal-

ysis (IPA).

Online motorcycle taxi passengers were inter-

viewed for their demographic characteristics and per-

ceptions about online motorcycle taxi services. In-

terviews using questionnaires were conducted in 8

places spread across the Yogyakarta City area of In-

donesia. The eight places were: the Yogya Kembali

monument, Jogja City Mall, Senior High School 2 of

Yogyakarta, Kranggan Market, Tugu Railway Station,

along Jenderal Sudirman Section, Malioboro Mall

and Alun-alun Kidul Yogyakarta (Yogyakarta South

Square).

4 RESULTS AND DISCUSSION

4.1 Demographic Characteristics of

Respondents

Respondents’ characteristics of online motorcycle

taxi users are shown in the following Table 1. As

many as 56% of users of online motorcycle trans-

portation were found to be women. Passenger ﬁg-

ures were dominated by those of ages between 20-30

years, most were students / college students at 50%,

without family dependants 57%. The purpose of their

trip being to study at school / campus was 40%, the

frequency of use was 41%, which was as many as 2-3

times per week. Interestingly enough, the majority of

online motorcycle taxi users, namely 67% of passen-

gers, have their own vehicles.

Table 1: Socio-demography Characteristics of Online Mo-

torcycle Passengers.

Socio-demography n %

Gender

Male 88 44

Female 112 56

Age

< 20 years 50 25

20 – 30 years 102 51

31 – 40 years 28 14

41 – 50 years 20 10

> 50 years 0 0

Education

Primary School 4 2

Junior High School 32 16

Senior High School 94 47

University 70 35

Job

Student/College student 100 50

Private employees 44 22

Government Employees/Indonesian

Soldiers/Police

18 9

Entrepreneurs 38 19

Others 0 0

Status

Married 72 36

Single 128 64

The number of family/family burden

< 2 persons 14 7

2 - 3 60 30

> 4 14 7

alone (no burden) 114 57

Purposes using Gojek

School / campus 80 40

Work 38 19

Market / shopping mall 26 13

Bus Terminal / Railway Station 20 10

Home 36 18

Frequency of using online motorbike

services per week

< 2 (twice) 46 23

2 – 3 times 82 41

4 – 5 times 46 23

> 5 times 26 13

Income per month

< 1 million 74 37

1 – 2 million 66 33

> 2 million 60 30

Vehicle owners

motorbikes 134 67

cars 8 4

none 58 29

4.2 Importance and Performance

The number of questions addressed to respondents

was as many as 15 questions concerning aspects of

tangibles, of which were 3 questions, reliability at 4

questions, responsiveness was 2 questions, assurance

4 questions and empathy 2 questions, the number of

questions, at 15 pieces, was considered sufﬁcient to

be ﬁlled out by respondents when receiving survey

forms. 15 questions were neither too many nor too

few. If the number of questions were to be too many,

it was feared that at the end of the form the questions

would be answered by the respondent because they

were saturated. In fact, if the number of questions

were too small, the information extracted would be

very lacking. When ﬁlling out the form, if there were

any questions that were not understood by the respon-

ICASESS 2019 - International Conference on Applied Science, Engineering and Social Science

dent, the surveyor would explain the purpose of the

question to the respondent.

The following Table 2 is a recap of respondents’

answers which is indicated by the mean value on the

importance side as well as on the performance side of

online motorcycle transportation.

Table 2: Importance Performance Analysis on online mo-

torbike service.

Aspect Import

ance

Perfor

mance

IPA

quad-

rant

Mean Mean

Tangibles

1. The condition

of the motorcycle

looks decent

4.66 3.975 2

2. Clean and tidy

driver appearance

4.725 3.94 2

3. Attributes such

as helmets and

masks

4.845 3.415 4

Reliability

4. Get a motor-

cycle taxi wherever

and whenever

4.75 3.925 1

5. Ease of ordering

a motorbike taxi

via smartphone

4.595 4.025 2

6. Process of cash

and non-cash pay-

ments

4.625 4.065 2

7. Drivers arriving

on time

4.775 3.505 4

Responsiveness

8. The driver tries

to deliver the pas-

senger quickly and

on time

4.65 3.89 2

9. Fast and respon-

sive driver service

4.785 4.075 1

Aspect Import

ance

Perfor

mance

IPA

quad-

rant

Mean Mean

Assurance

10. Prioritizing

trafﬁc safety

4.9 3.925 1

11. Giving a sense

of security from

crime

4.92 4.04 1

12. Reputation of

Gojek

4.71 4.065 1

13. Politeness to

passengers

4.575 3.915 2

Empathy

14. Providing in-

put on choosing a

good route

4.545 3.575 3

15. Speaking cour-

teously when giv-

ing advice

4.61 3.615 3

The standard deviation of the ”importance” aspect

is between 0.272 to 0.499. While the standard devi-

ation of the ”performance” aspect is in the range of

0.234 - 0.549.

In the tangibles aspect, there are two aspects

which are in quadrant 2 and 1 aspect in quadrant

4.Quadrant 2 is a quadrant where driver services are

exceedingly good even though the passengers already

feel happy with the services below. This means that

resources on aspects of motorcycle hygiene can be di-

verted to overcome the problem of helmet attributes

complained of by passengers about the less clean and

smelly side, and masks that are not always available.

Likewise in the reliability aspect, complaints about

the accuracy of the arrival of the driver need to be

addressed because they are included in quadrant 4.

Quadrant 1 where the elements of performance

and interests are equally high, there are aspects of the

ﬂexibility of time and place to get an online motor-

cycle taxi, driver responsiveness, safety, security and

reputation of motorcycle taxi. This result disputes

concerns from some circles, including those from the

government, who question the safety and security of

motorbikes online. Some aspects that are considered

by passengers to be not so important and also do not

need to be of excessively good performance are the

advice of the driver to the passengers regarding the

route and hospitality in speaking.

If examined, there are 5 aspects of quadrant 1 en-

try, 6 aspects of quadrant 2 entry, 2 aspects of entrance

to 3, and those in quadrant 4 in 2 aspects. These re-

sults indicate that the services of online motorcycle

taxi drivers meet passenger expectations. This good

service is certainly inseparable from the character-

istics of drivers, where as many as 62% have high

school education and 23% have been educated at uni-

versity. High school and PT graduates are considered

to have the ability to interact and provide the best ser-

vice to passengers.

Good service quality is also inseparable from the

management carried out by the Gojek company. In

the regulations applied by Gojek, there were 3 types

Importance Performance Analysis of Online Motorcycle Taxi Services: Indonesian Passenger Perspective

of violations carried out by the driver, which would

result in punishment. These were security threats,

fraudulent actions, and poor service. Security threats

can be in the form of violating trafﬁc laws, neglect

when driving, disrupting customer privacy or commit-

ting criminal acts. Cheating actions include making

a ﬁctitious order, giving money back or requesting a

payment that is not in accordance with the agreement,

or using a modiﬁed application. As for bad service,

such was listed as speaking harshly, the vehicle num-

ber plate being different from that written on the ap-

plication and delay in pick up.

5 CONCLUSIONS AND

RECOMMENDATIONS

If any, This study was conducted in Indonesia where

the government allows the use of online transporta-

tion, not only online taxis, but also online motorbikes

are permitted. Based on the analysis in advance, mo-

torcycle taxi transportation is perceived by passengers

to have good service. Government concerns regard-

ing the safety and security aspects of online motorcy-

cle taxi passengers are very reasonable even though

they are contrary to the perception of passengers. This

is because passengers provide good ratings on safety

and security aspects. The weakness of online mo-

torcycle taxi operations lies in the incompleteness of

the attributes (masks) and the timeliness of pick up.

These two things need to be addressed by the opera-

tor.

The progress of communication technology that

has fundamentally affected the urban transportation

sector has triggered further research about the effects

of the presence of online transportation on the num-

ber of urban public transport passengers. Likewise,

an important consideration might be the use of ride

hailing using routes of urban public transport such as

BRT, LRT and MRT.

To close, although this study conﬁrms that cus-

tomers are commonly satisﬁed with the online motor-

cycle taxi service, the government must highly con-

sider the public transport demand (i.e. TransJogja

Bus) due to the emergence of motorcyclebased ride

hailing, since the bus is very hard to compete with

motorcycle mode, especially in term of travel time

and travel cost (Irawan et al., 2017). In Yogyakarta,

people who decide to use public transport must depart

earlier to work/school than those who use motorcycle

(Irawan and Sumi, 2012) (Irawan and Sumi, 2011).

The high level of satisfaction with motorcycle-based

ride hailing service is feared threatening the bus rid-

ership.

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Importance Performance Analysis of Online Motorcycle Taxi Services: Indonesian Passenger Perspective