Analisis Strategi Multihoming Pada Platform Ride-Hailing

Putri, Melatie Raghyl (2025) Analisis Strategi Multihoming Pada Platform Ride-Hailing. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini menganalisis strategi multihoming yang diterapkan oleh pengemudi platform ride-hailing, khususnya taksi motor, sebagai bentuk adaptasi terhadap dinamika industri yang semakin kompleks. Multihoming merujuk pada praktik penggunaan lebih dari satu platform ride-hailing, baik secara bersamaan maupun bergantian, untuk memaksimalkan peluang mendapatkan penumpang. Menggunakan metode Case Study Research (CSR) dengan pendekatan kualitatif, penelitian ini mengumpulkan data melalui wawancara semi-terstruktur terhadap 16 pengemudi taksi motor di Surabaya yang aktif menggunakan minimal dua platform dalam enam bulan terakhir. Analisis data dilakukan menggunakan teknik open coding untuk mengidentifikasi pola tindakan adaptif dan workarounds yang dilakukan pengemudi.
Hasil penelitian menunjukkan bahwa strategi multihoming bersifat dinamis, dengan variasi pola penggunaan aplikasi yang dipengaruhi oleh situasi lapangan, performa akun, insentif, dan preferensi pribadi. Penelitian ini menghasilkan empat tipologi strategi multihoming berdasarkan dua dimensi yaitu Decision Orientation dan Platform Usage yaitu: Opportunistic Chaser, Strategic Loyalist, Adaptive Switcher, dan Strategic Planner. Penelitian juga menemukan bahwa strategi multihoming berkembang dalam dua kerangka waktu: strategi jangka panjang yang mencerminkan evolusi pengalaman pengemudi, dan strategi jangka pendek sebagai respons terhadap situasi tidak terduga. Hasil penelitian menunjukkan bahwa multihoming lebih berperan dalam mempertahankan konsistensi pendapatan daripada menambah jumlah penghasilan secara keseluruhan, dengan platform sekunder menjadi alternatif penting untuk mengurangi risiko operasional.
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This study analyzes the multihoming strategies implemented by ride-hailing drivers, particularly motorcycle taxi drivers, as a form of adaptation to the increasingly complex dynamics of the industry. Multihoming refers to the practice of using more than one ride-hailing platform, either simultaneously or alternately, to maximize opportunities to get passengers. Using a Case Study Research (CSR) method with a qualitative approach, this study collected data through semi-structured interviews with 16 motorcycle taxi drivers in Surabaya who had actively used at least two platforms in the last six months. Data were analyzed using open coding to identify adaptive behavior patterns and workarounds used by the drivers.
The results show that multihoming strategies are dynamic, with variations in platform usage patterns influenced by field conditions, account performance, incentives, and personal preferences. This study identifies four types of multihoming strategies based on two dimensions: Decision Orientation and Platform Usage, namely Opportunistic Chaser, Strategic Loyalist, Adaptive Switcher, and Strategic Planner. The study also finds that multihoming strategies evolve in two time frames: long-term strategies that reflect the progression of driver experience, and short-term strategies that serve as responses to unexpected situations. The findings suggest that multihoming plays a greater role in maintaining income consistency rather than increasing overall earnings, with secondary platforms serving as important alternatives to reduce operational risks.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Ride-hailing, Multihoming, Taksi Motor, Strategi Pengemudi, Open coding, Persaingan Platform Ride-hailing, Multihoming, Motorcycle Taxi, Driver Strategies, Open coding, Platform Competition
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Melatie Raghyl Putri
Date Deposited:	26 Jul 2025 08:16
Last Modified:	26 Jul 2025 08:16
URI:	http://repository.its.ac.id/id/eprint/122299

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