Efektivitas Program Aplikasi LinkAja Sebagai Alat Pembayaran BRT Di Kota Semarang

Abstract

BRT Trans Semarang is a public transportation in Semarang City. The high population in Semarang City requires innovation that increases interest and makes it easier for Semarang City residents to use public transportation in line with this, the Transportation Agency and PT Finarya are working together to adopt LinkAja on BRT Trans Semarang as a means of payment. This study aims to analyze the effectiveness of the program and identify factors that determine the effectiveness of the LinkAja application program as a means of payment for BRT in Semarang City. The theory of program effectiveness according to Sutrisno (2007) is used as a basic framework for analyzing the effectiveness of the LinkAja application program, which includes five indicators, namely: program understanding, target accuracy, timeliness, achievement of goals, and real change. In addition, the identification of factors that determine the effectiveness of the program uses Suharoto's theory (2014) which consists of three criteria, namely: socialization, coordination, and targets. The research method used is a descriptive qualitative approach through observation and interviews. The informants in this study were BRT Trans Semarang managers and BRT Trans Semarang users. The results of the study indicate that the adoption of the LinkAja application as a means of payment for BRT in Semarang City has not been effective. There are factors that still need to be improved and fixed, namely socialization factors, coordination factors, and target factors. In addition, there are other challenges including low application users, and network and technical instability. This study recommends that more detailed guidance should be provided to less familiar age groups, incentives or promotions should be provided, and evaluations conducted by BRT Trans Semarang should be followed up by PT Finarya. This study is expected to be a reference for the development of public transportation services, especially BRT Trans Semarang which are more efficient, comfortable, and sustainable, so that they can support reducing congestion and improving the quality of life of the people of Semarang City.