Mapping the motorcycle-based ride-hailing users in Yogyakarta: An analysis of socio-economic factors and preferences

This study examined the role of socio-economic and preference factors in the frequency of the use of motorcycle-based ride-hailing (MBRH) services, as well as the choices and policy directions between two major MBRH operators in Indonesia: Grab and Gojek. A discrete choice model including ordered, nested, and multinomial logit models were utilized with a sample of 582 MBRH users aged between 18 and 34 years in Yogyakarta, Indonesia. The results show gender, income, motorcycle ownership, and MBRH performances significantly affect the frequency of MBRH use. Meanwhile, socio-economic factors of gender and income, living status, frequency of use, and the MBRH operator's performances, including company profile and apps interface, influence the decision of MBRH operator choice. Furthermore, the difference in age, gender, income, motorcycle ownership, frequency of use, and the perception of MBRH performances as well as social norms also affect policy directions: banned, left unregulated, regulated, and formed partnerships.