Analisis Efisiensi Produksi Dan Strategi Ojek Online Di Kota Medan

Abstract

This research, aiming at measuring production efficiency level of the online motorcycle taxis in Medan, is conducted on 100 (one hundred) respondents who work as online motorcycle taxi drivers using Grab and Gojek applications. The data from the respondents are then processed using Frontier software to determine the level of efficiency by employing Cobb-Doughias approach model. This research identifies 3 (three) factors which affect production and income of online motorcycle taxi drivers in Medan. The research findings reveal that production cost variable (XI) has a negative and significant effect, information and communication technology cost variable (X2) has a positive and significant effect, and supporting cost variables (X3), such as cost of health protocols and cost of driving accessories, have positive and significant effects on the online motorcycle taxi revenue in Medan. It is concluded that the production efficiency of online motorcycle taxi drivers in Medan is categorized into less efficient level, and the elasticity coefficient of all variables shown is less than one, indicating that all production variables are inelastic. The strategy of the online motorcycle taxis in dealing with technical efficiency previously result is to apply SWOT analysis, finding that the online motorcycle taxi position is in quadrant II, which means that the online motorcycle taxi business has a strong organization despite big challenges in running the business. The strategy taken is to apply the current strengths to take advantage of the existing opportunities previously recorded or to diversify the services provided either by using other applications or using a combination of Grab and Gojek applications.