Adawiyah, Robiatul (2022) Identifikasi Preferensi Desain, Harga, Fitur, dan Performa E-Scooter dengan Pendekatan Design Thinking (Studi Kasus: Ojek Online). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kehadiran transportasi online membuat sepeda motor tidak hanya menjadi transportasi pribadi, namun juga sarana menghasilkan pendapatan, salah satunya melalui profesi ojek online. Hal tersebut berakibat pada peningkatan jumlah pengguna sepeda motor, sehingga berdampak pada naiknya pencemaran udara yang berasal dari emisi kendaraan. Sebagai upaya untuk mengatasi permasalahan tersebut, pemerintah mendorong ojek online untuk beralih menggunakan kendaraan berbasis baterai yang lebih hemat dan ramah lingkungan. Namun kenyataannya, minat ojek online terhadap sepeda motor listrik (e-scooter) masih sangat rendah. Karenanya, penelitian ini dilakukan guna mengetahui kebutuhan driver dan mengidentifikasi preferensi desain, harga, fitur, dan performa e-scooter sebagai basis pengembangan dan pemasaran pada segmen ojek online. Desain penelitian yang digunakan yaitu kuantitatif deskriptif melalui pendekatan blind testing dan branded testing serta kualitatif deskriptif melalui pendekatan design thinking pada tahap discover dan define. Pengumpulan data kuantitatif dilakukan melalui penyebaran kuesioner kepada 104 responden yang memenuhi kriteria dan pengumpulan data kualitatif dilakukan melalui in-depth interview dengan lima driver dan seorang ahli. Data yang didapat kemudian diolah menggunakan analisis persona, peta empati, customer journey mapping, dan diagram afinitas. Hasil analisis kuantitatif menunjukkan bahwa e-scooter memiliki peluang besar untuk segmen ojek online, dimana secara urut preferensi mereka dalam memilih e-scooter adalah harga, desain, performa, dan fitur. Diketahui pula bahwa desain medium e-scooter bergaya edgy-robotic memiliki peluang besar untuk diterima ojek online. Dari hasil analisis kualitatif, ditemukan beberapa hal yang menjadi kebutuhan driver dalam sebuah e-scooter yang dapat berkontribusi bagi para pengembang dan pemasar sebagai rekomendasi pengembangan dan pemasaran produk yang sesuai dengan kebutuhan dan preferensi ojek online.
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The presence of online transportation makes motorcycles not only become personal transportation but also as tools for generating income, for example online taxi bike profession. This condition increases the number of motorcycle users, thus increasing air pollution from vehicle emissions. In overcoming these problems, the government encourages online taxi bike to switch to using battery-based vehicles that are more environmentally friendly. However, online taxi bike interest in electric motorcycles (e-scooters) is still very low. Therefore, this study aims to determine user needs and identify online taxi bike preferences for the design, price, features, and performance of e-scooters as the basis for development and marketing in the online taxi bike segment. The research design used is descriptive quantitative through blind testing and branded testing and descriptive qualitative through design thinking at the discover and define stages. Quantitative data was collected through questionnaires to 104 respondents and qualitative data was collected through in-depth interviews with five drivers and an expert. The data obtained is then analyzed using persona, empathy map, customer journey mapping, and affinity diagrams. The results of quantitative analysis show that e-scooters have great opportunities for the online taxi bike segment, wherein the order of their preferences in choosing an e-scooter are price, design, performance, and features. It is also known that the design of the medium edgy-robotic design has a great chance of being accepted by online taxi bike. From the qualitative analysis, it was found that several things were needed by drivers that could contribute to developers and marketers as recommendations for product development and marketing according to the needs and preferences of online taxi bike.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Design Thinking, Elektrik Scooter, Kebutuhan Konsumen, Ojek Online, Preferensi Konsumen Customer Needs, Customer Preferences, Design Thinking, Electric Scooter, Online Taxi Bike |
| Subjects: | T Technology > TL Motor vehicles. Aeronautics. Astronautics > TL448 Electric motorcycles |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Robiatul Adawiyah |
| Date Deposited: | 09 Feb 2022 06:34 |
| Last Modified: | 11 Oct 2024 01:56 |
| URI: | http://repository.its.ac.id/id/eprint/93333 |
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