• Login
    View Item 
    •   USU-IR Home
    • Faculty of Social Sciences and Political Science
    • Department of Sociology
    • Undergraduate Theses
    • View Item
    •   USU-IR Home
    • Faculty of Social Sciences and Political Science
    • Department of Sociology
    • Undergraduate Theses
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Pemilihan Transportasi pada Generasi-Z di Lingkungan USU Studi Kasus: Penggunaan Ojek Online

    Transportation Choices for Generation Z in the USU Environment Case Study: Use of Online Motorcycle Taxis

    Thumbnail
    View/Open
    Cover (684.0Kb)
    Fulltext (5.582Mb)
    Date
    2025
    Author
    Fadhlullah, Imel
    Advisor(s)
    Saladin, T Ilham
    Metadata
    Show full item record
    Abstract
    The development of digital technology has transformed consumption patterns and societal behavior, including in transportation mode choices. Online motorcycle taxi services (ride-hailing) have become increasingly popular due to their convenience, speed, and flexibility. Generation Z, who have grown up with technology, are highly familiar with digital applications in daily life, including transportation selection. This study aims to explore the behavior of online motorcycle taxi users among Generation Z students at Universitas Sumatera Utara (USU). A qualitative approach was employed, collecting data through online questionnaires distributed to 30 informants and interviews with active USU students aged 17 to 24 years. Qualitative analysis was conducted to identify preferences, usage frequency, and factors influencing the decision to use online motorcycle taxi services. Variables studied include time efficiency, price, comfort, safety, ease of application use, as well as social environment and digital media influence. The results show that most students choose online motorcycle taxis primarily for time efficiency and flexibility, especially in urgent situations or unfavorable weather. Price and promotions are also significant considerations. Furthermore, ease of access to applications and integrated digital features such as digital wallets, location tracking, and driver ratings strengthen user loyalty. Peer influence and social media reviews significantly shape user interest and perception. This study concludes that transportation behavior among Generation Z students is strongly influenced by practical value, efficiency, and digital connectivity. Therefore, online transportation providers need to continuously innovate in technology, service, and promotion to align with the characteristics of this generation. These findings are expected to contribute scientifically to understanding digital transportation dynamics in higher education and serve as a basis for developing more adaptive business strategies for young users.
    URI
    https://repositori.usu.ac.id/handle/123456789/105658
    Collections
    • Undergraduate Theses [962]

    Repositori Institusi Universitas Sumatera Utara (RI-USU)
    Universitas Sumatera Utara | Perpustakaan | Resource Guide | Katalog Perpustakaan
    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of USU-IRCommunities & CollectionsBy Issue DateTitlesAuthorsAdvisorsKeywordsTypesBy Submit DateThis CollectionBy Issue DateTitlesAuthorsAdvisorsKeywordsTypesBy Submit Date

    My Account

    LoginRegister

    Repositori Institusi Universitas Sumatera Utara (RI-USU)
    Universitas Sumatera Utara | Perpustakaan | Resource Guide | Katalog Perpustakaan
    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV