Analysis of the Impact of Social Transformation on the Income of Online and Conventional Motorcycle Taxi Drivers in the Digital Era in Jember City

Riyan Romadhoni; Muh. Hamzah

doi:10.63922/ijevss.v5i03.5751

Riyan Romadhoni Economics Study Program, Faculty of Social Sciences and Humanities, Nurul Jadid University, East Java, Indonesia
Muh. Hamzah Economics Study Program, Faculty of Social Sciences and Humanities, Nurul Jadid University, East Java, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.5751

Keywords: Social transformation; Digital economy; Motorcycle taxi drivers; Income; Digital transportation; Qualitative study.

Abstract

The rapid advancement of digital technology has transformed various sectors of society, including urban transportation services. The emergence of app-based transportation has altered mobility patterns, consumer preferences, and income opportunities for conventional and online motorcycle taxi drivers. This study aims to analyze the forms of social transformation occurring in the digital era, examine their impacts on the income of conventional and online motorcycle taxi drivers, and identify the adaptation strategies employed by drivers in responding to these changes. A qualitative descriptive approach with a case study design was employed to obtain an in-depth understanding of the phenomenon. Data were collected through observations, semi-structured interviews, and documentation involving conventional motorcycle taxi drivers, online motorcycle taxi drivers, and service users in Jember City, East Java, Indonesia. The collected data were analyzed using the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing, while data validity was ensured through source triangulation. The findings reveal that digital transformation has shifted transportation services from conventional base-station systems toward digital platform-based services. Consumers increasingly prefer online transportation because of its convenience, transparent pricing, accessibility, and service efficiency. Consequently, conventional motorcycle taxi drivers have experienced declining customer numbers and reduced income, whereas online drivers have gained broader economic opportunities despite facing intense competition and fluctuating earnings. In response to these challenges, conventional drivers maintain customer loyalty through personalized services and additional occupations, while online drivers optimize digital technology, extend working hours, improve service quality, and strategically select operational locations. The study concludes that digital transformation has generated both opportunities and challenges for transportation workers, requiring continuous adaptation to sustain economic resilience in the digital economy.

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