ANALISIS STRATEGI PENINGKATAN EKSISTENSI OJEK PANGKALAN MENGGUNAKAN METODE PERBANDINGAN EKSPONENSIAL (MPE)

Abstract

Ojek, became one of the most popular among other means of transportation. Using a motorbike as a means of transportation, driving using a motorcycle taxi is faster compared to public transportation, buses, or taxis. With traffic jams that are now very frequent in the city of Sumbawa, Sumbawa residents prefer motorcycle taxis as a means of transportation so they can arrive at their destination more quickly. The use of online motorcycle taxis, which are now widely used by residents of Sumbawa City, has had an impact on reducing interest in using motorcycle taxi bases. In reducing competition conflicts, one of the strategies that must be carried out by business actors is to maintain or increase the existence of the business (Anjar, 2017). This strategy also applies to ojek bases in dealing with the online ojek phenomenon. Therefore, the purpose of this study is to propose improvements to the improvement strategy based on the resulting effect. The method used to facilitate data processing in this study is to use the MPE method to provide information on the preferred solution strategy that needs to be carried out by base ojeks. Based on the objectives, the results obtained based on the priority ranking obtained through the MPE analysis found that the alternative to increasing the existence of base ojeks adjusting prices to consumer needs (P7) is the first priority alternative that must be carried out by base ojeks to improve the existence of base ojeks