| dc.description.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. | en_US |
