MAHAL, TAK PRAKTIS, ATAU KURANG PERCAYA? EKSPLORASI ALASAN DRIVER OJEK ONLINE ENGGAN MENGGUNAKAN SEPEDA MOTOR LISTRIK DI JAKARTA TIMUR

Abstract

The adoption rate of electric motorcycles among online motorcycle taxi (ojol) drivers is still low, despite various incentives provided by the government. This study aims to identify factors that influence the resistance of ojol drivers to the use of electric motors in East Jakarta. The study used an exploratory qualitative approach with the Theory of Planned Behavior (TPB) framework. Data were collected through in-depth interviews with five ojol drivers and analyzed thematically using NVivo. The results show that limited charging infrastructure, operational costs, and concerns about mileage and maintenance are the main barriers. Subjective norms such as lack of support from the community or applicator, as well as low perceived control over access and technical use, also weakened switching intentions. While some drivers expressed positive attitudes towards efficiency and the environment, these were not strong enough to drive behavior change. This research emphasizes the importance of policies that consider psychological and social barriers, not just technical and economic aspects.