Determinant factors influencing people to use motorcycle taxi online services using the Analytical Hierarchy Process
The advancement of technology and Smartphone applications offers a lot of opportunities and challenges for companies to increase their market share. Through this technology and itsapplication, companies such as transportation industries can make a lot of money and bring theirproducts and services closer, faster and more easily to customers. In addition the customers cangain access to companies’ services and products on time. On the other hand the advancement ofSmartphone technology disrupts the common transportation business practices. Communicationand negotiation are becoming more virtual. This technology brings about huge benefits to bothcustomers and companies. However the same technology causes a huge problem especially toother transportation companies as they might lose market if they do not use it. This technologyhelps many transportation industries to make business innovations such as offering lower prices,faster services and deliveries. This research focuses on transportation companies, specificallymotorcycle taxis with online booking, which use a Smartphone application. In Manado Indonesia there are three popular motorcycle taxi online companies that use aSmartphone online application, which are Gojek, Grab and Uber. A lot of people use an onlinemotorcycle taxi rather than public transportation because of its convenience, affordable price,safety and speed compared to local public transport. This study aims to find out the determinantfactors that influence people to use motorcycle taxi online services. This research is going toreveal the favorite motorcycle taxi online company and its criteria based on respondents’perspectives. This paper will use the Analytical Hierarchy Process both for data gathering anddata analysis. The research findings will contribute to the local government in formulating lawsand policies specifically on motorcycle taxi online service.