Studi Faktor Resistensi dan Solusi dalam Fitur Pengurangan Jejak Karbon dalam Aplikasi Gojek
DOI:
https://doi.org/10.26418/justin.v14i2.90433Keywords:
Aplikasi Gojek, Analisis Tematik, GoGreener, Sistem Informasi BerkelanjutanAbstract
Peningkatan jumlah kendaraan bermotor di Indonesia menyebabkan peningkatan emisi. Untuk mengatasi masalah ini, Gojek meluncurkan fitur Pohon Kolektif GoGreener yang memungkinkan pengguna berkontribusi dalam penanaman pohon. Namun, fitur ini belum banyak digunakan, terutama oleh mahasiswa Fakultas Ilmu Komputer Universitas Brawijayab (mayoritas sebesar 60,5% tidak mengetahui adanya fitur) . Sehingga penelitian ini dilakukan untuk menemukan faktor dari resistensi pasif dalam penggunaan fitur dan memberikan rekomendasi solusi untuk mendorong peningkatan adopsi fitur. Pendekatan kualitatif dengan metode wawancara semi-terstruktur digunakan untuk mengumpulkan data dari pengguna aktif Gojek yang belum pernah menggunakan fitur dan tidak pernah tahu terkait keberadaan, serta informasi tentang fitur. Analisis tematik mengungkap tujuh faktor penghambat: (1) rendahnya pengetahuan tentang cara kerja fitur (100% responden), (2) ketidakpahaman manfaat (63,6%), (3) persepsi biaya merugikan karena mengurangi kesempatan promo, (4) minimnya dukungan sosial (seluruh responden tidak pernah diajak menggunakan), (5) personal norms yang lemah (63,6% merasa upaya sia-sia tanpa bukti transparansi), (6) budaya dan kebiasaan yang belum mendukung, serta (7) keterlihatan fitur rendah dalam aplikasi (54,5%). Rekomendasi yang diusulkan meliputi peningkatan transparansi program melalui laporan dampak periodik, optimalisasi penempatan fitur pada layanan GoCar dan GoRide, inovasi model pembayaran yang tidak membebani, serta pemberian insentif untuk mendorong adopsi awal.References
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