Influence Factor Analysis of Consumer Decision in Using Special Tariff Policy on Regional Rail in Indonesia (Case Study : Sawunggalih Regional Train)

Abstract

Indonesian railway transportation service companies are constantly striving
to improve service and facility optimization while increasing train
passenger numbers. The purpose of this study is to examine the impact of
special fare tickets on train user decisions in order to boost passenger
traffic and strengthen railways' role in the regional economy. This study
examines price, time (length), and certainty opportunities as influences on
the decision to acquire special fare tickets for public transportation trains.
The study took a quantitative approach, with the questionnaire asking
about Ability to Pay (ATP) and Willingness to Pay (WTP). Furthermore,
the data was examined using multiple linear regressions to identify the
impact of variables on consumer behavior. Overall, 54% of respondents
can buy rail tickets at official pricing, including regular and special fares.
44% of respondents always purchase special price train tickets for long
journeys and always take trains. Therefore, the resulting regression model
is as follows: Y=3.115 - 0.49X1 + 0.042X2. The price variable shows a
negative influence (-0.49), indicating that the greater the ticket price, the
less likely someone will purchase a special fare train ticket. In contrast, the
time variable has a positive effect, with a value of + 0.043, indicating that
the longer the time given, the more likely someone will opt to buy.