Influencer and Live Tracking Impact on Transjakarta Use with Angkot Satisfaction as Moderation
DOI:
https://doi.org/10.21009/ISC-BEAM.013.172Keywords:
social media influencer, live tracking, transjakarta, conventional angkot, usage intention, user satisfactionAbstract
This study examines the influence of social media influencers and the live tracking feature on Google Maps on the increased use of Transjakarta, with the reduction in angkot usage as a mediating variable. The findings show that the live tracking feature significantly increases Transjakarta usage (path coefficient = 0.551; p-value = 0.000) by enhancing convenience and reliability through real-time vehicle tracking. However, the feature does not significantly affect angkot usage (path coefficient = -0.046; p-value = 0.877). Social media influencers have a positive and significant impact on Transjakarta usage (path coefficient = 0.352; p-value = 0.000) and a negative and significant effect on angkot usage (path coefficient = -0.826; p-value = 0.001), reducing public interest in angkot while encouraging the adoption of Transjakarta. Mediation analysis reveals that the live tracking feature does not significantly influence Transjakarta usage through angkot reduction (path coefficient = 0.005; p-value = 0.916). However, influencers’ impact on Transjakarta usage is significantly mediated by reduced angkot usage (path coefficient = 0.081; p-value = 0.005). These results highlight the effectiveness of influencer-driven campaigns and digital tools in promoting modern transportation services and emphasize the need for integrating technology to improve public transportation adoption.
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