THE TRANSFORMATION OF PRIVATE VEHICLE USERS TO PUBLIC TRANSPORT USERS (CASE STUDY : BALI, INDONESIA)

(1)

Faculty of Economic Science, Communication and IT Department of Business Administration, Service Management

I WayanArnaya

880628-T559

The Transformation of Private Vehicle Users

to Public Transport Users

(Case Study: Bali, Indonesia)

Master Thesis

Master of Science in Business Administration,

Service Management

Karlstad University 2014

Date :

Supervisor : Margareta Friman Examiner :

(2)

-i-

Declaration

Hereby, I declare the work described in this thesis is original, except those which at legally referred and stated in stated in references, entirely my original idea and work that has not been proposed or submitted at other university.

(3)

-ii-

(4)

-iii-

Abstraction

Bali has quite similar problems on traffic disorder compare to other city in Indonesia. One of the roots traffic congestion is high number of private vehicle which triggered by an increase in the number of population. Furthermore, the increasing of private vehicle tends to stimulate additional problems such as pollution, noise, and energy consumption. These circumstances cannot be neglected since it leads to the decreasing quality of life and threaten sustainability development. Numerous efforts have been conducted in order to solve those problems. Yet, the government remains focuses on build new infrastructure or based on conventional approaches. On the contrary, constructing the new infrastructure might even increase the demand of transport. Hence, in order to overcome traffic congestion through switching users of private vehicle to public transport, the affecting factor supposed to be examining first. Based on factor analysis, there are two major factor on transport mode choice in Bali; quality and cost. Quality contain of time, comfort, cleanness, safety, security, accessibility, and reliability. During implementing a particular appropriate policy, the government should be taking into considerations priority, it is indicate the policy which offer high contribution on problem solving made as priority. In order to achieving goal; the quality criteria reached contribution value that of 68% and 32% for cost criteria. Quality criteria compiled by time which has 61.8% of contribution value, safety (15.2%), accessibility (9.1%), security (8.8%), reliability (2.4%), comfort (1.7%), and cleanness as the priority within quality criteria has 1% of contribution. On the other dimension, cost criteria contain of fuel subsidy reached 95.664% of contribution, parking rate (3.947%), progressive tax (0.366%), and LCGC issue (0.023%). In the applying of priority policy, all of policies have different sensitivity. Through providing some scenarios for society, the probability of using mode of transport can be modeled, thus in applying particular policy related to transport mode choice, the impactable to be estimated which is used as consideration of decision making.

(5)

-iv-

List of Tables

Table 3. 1 The Scale of Saaty in Analytical Hierarchy Process ... 18

Table 5. 1 The Number of Respondents Based on Gender and Age ... 29

Table 5. 2 Reliability Statistic ... 33

Table 5. 3 KMO and Bartlett's Test ... 33

Table 5. 4 The initial eigenvalue, extraction sums of squared loadings and rotation sums of loadings... 35

Table 5. 5 The principal of extracting factors ... 36

Table 5. 6 The description of criteria and alternatives of AHP ... 38

Table 5. 7 The matrix comparison of criteria ... 39

Table 5. 8 The reciprocal matrix among alternatives of quality‟s criteria ... 39

Table 5. 9 The eigenvector matrix of normalized quality‟s criteria ... 40

Table 5. 10 The Calculation of Maximum Eigenvalue ... 40

Table 5. 11 The random consistency index ... 41

Table 5. 12 The transformation of semantic scale to numeric scale ... 45

Table 5. 13 The correlation between dependent and independent variables... 45

Table 5. 14 Critical value of t-statistic for different confidence level ... 47

Table 5. 15 The utility model of each attributes ... 49

(9)

-vii-

List of Figures

Figure 1. 1The vicious circle of traffic congestion problem ...4

Figure 2. 1 Public Transport As A Value-Creating Network of Stakeholders... 11

Figure 3. 1 The research design ... 15

Figure 4. 1 The number of vehicles in Bali between 2008 until 2012... 23

Figure 4. 2 The Average Passengers of Transsarbagita per Day ... 25

Figure 4. 3 The Average Load factor of Transsaebagita ... 26

Figure 5. 1 Trip purpose of utilizing private vehicle and public transit ... 30

Figure 5. 2 Percentage of using transport modes as mobility instrument and the reason using modes of transport ... 30

Figure 5. 3 The comparison mean values of service performance between private vehicle and public transport ... 31

Figure 5. 4 The screen plot of eigenvalue and components number... 34

Figure 5. 5 The structure of analytical hierarchy process in order to switching the users of private vehicles to public transport... 37

Figure 5. 6 The priority of alternatives for quality criteria ... 41

Figure 5. 7 The priority of alternatives for cost criteria ... 42

Figure 5. 8 The conclusion of Analytical Hierarchy Process ... 43

Figure 5. 9 The sensitivity of fuel‟s price or subsidy for the percentage both of public transport users and private vehicle user... 50

Figure 5. 10 The sensitivity of motorcycle parking rate for the percentage both of public transport users and private vehicle user... 51

Figure 5. 11 The sensitivity of car parking rate for the percentage both of public transport users and private vehicle user ... 51

Figure 5. 12 The sensitivity of taxation for the percentage both of public transport users and private vehicle user ... 52

(10)

-viii-

Figure 5. 13 The sensitivity of travel time for the percentage both of public transport users and private vehicle user ... 53 Figure 5. 14 The sensitivity of quality for the percentage both of public transport users and private vehicle user ... 53 Figure 5. 15 The sensitivity of LCGC issue (the price of vehicle) for the percentage both of public

(11)

-ix-

List of Equations

Equation 3. 1 the determination of sample ... 16

Equation 5. 1 Consistency index ... 41

Equation 5. 2 Consistency ratio... 41

Equation 5. 3 Linearity function ... 46

Equation 5. 4 The utility diferences ... 48

Equation 5. 5 The probability of private vehicle ... 48

(12)

-x-

List of Abbreviation

TBL : Triple Bottom Line

TransSarBaGiTa : Trans DenpasarBadungGianyarTabanan

LCGC : Low Cost Green Car

TDM : Transport Demand Management

AHP : AnalyticalHierarchy Process

BSTP : Bina SaranaTransportasiPerkotaan (Urban Transport Planning) SUTP : Sustainable Urban Transport Policy

LOS : Level of Service

CBD : Central Business District

Kemenperindag :KementerianPerindustriandanPerdagangan (Ministry of Trading and Industry)

CI : Consistency Index

CR : Consistency Ratio

(13)

-1-

Introduction

1.1. Background

Transportation plays a major role intended for economic growth and social development to preserve standards quality of life (Redman et.al 2012). Rapid economic growth culminating in increasing to fulfill the transport demand mobility. Most of the people highly rely on private vehicle to respond their mobility since it more effective and efficient (Ellaway et. al. 2003). This phenomenon resulted in increased private-vehicles ownership and also the use. Based on BPS (2012) the numbers of vehicles in Indonesia reached 94.373.324 units by 2012 which is dominated by motorcycles (76.381.183 units) and cars (10.432.259 units) sequentially, and only about two million number of public transport in Indonesia.

Most of urban cities in Indonesia are suffered due to congestion that constitutes to the classic problem that entail quick response and appropriately. Bali, as part of those stories also has similar experience regarding congestion. Moreover, Bali as popular tourism object has particular factors since it attracted high visitors from outside the city on every year and indicated by the high number of travel demand. This condition will be solved if there are available of an integrated public transport system. Contextual to this, Trans Sarbagita as one of Local Government efforts in the pursuit those still lack of performance to increase the travel demand. Balinese people are preferred to use motorcycles or car rather than public transport in their daily activity.

Population and income have positively associated with the travel demand for transport. By its population, 3.686.665 people, Bali‟s Gross Domestic or the average income of people are raise at 11,72% in 2012 (Bali DalamAngka, 2013). This overview is a line with the vehicle ownership percentage that also increase 10,12% in 2012. In a broad term, the higher income is tied to larger activity spaces and so with the longer trips length. These circumstances encourage the local government to find the effective policy to reduce the willingness of people to use or buy a private vehicle. One of the effective and efficient ways is the

(14)

-2-

transformation efforts to move people from using a private vehicle to an available public transport.

The reason behind of the high number on private-vehicle user results from individual decision such as an ease and practical mode of choice for a trip purpose. Current Trans Sarbagita as one of value proposals for the society are considered as unfavorite mode of choice since it has unreliable route, schedule, and low service level(BSTP, 2009). A side from user satisfaction on Trans Sarbagita, König (2002) stated the other factor influencing the society on selecting transport modes is the mode availability, travel cost, travel time, individual factor (safety, convenience, comfort, age, gender and attitude), flexibility, reliability, income, and household. The high number on private vehicle user is also taken apart on the negative impact to the environment. Since it contribute to traffic congestion which leading on significant pollution (air pollution and noise) and also high consumption of non-renewable resources (Redman et.al, 2012). Traffic congestion becomes increasingly problematic when the problem-solving just focused on road capacity or the supply side without considering the global effect; at once it solves the problem just in short-term (Tamin, 1999). In line with Hensher (1998) that stated “the traffic will probably just go bang‟‟ and the „„city will grind to a halt” if we build more roads and neglected public transport. Hence the best effective approach is transport demand management (SUTP, 2009).

Transport policy as the main control over the existing transport problems has a particular part to overcome current issues. Transport demand management as one of transport policies that focuses on improving transport efficiency be expected could be used regarding this case. By launch limitation on private vehicle user and encourages using public transport so as more efficient, healthier, and environmentally a line with Triple Bottom Line (TBL) (Edvardsson & Enquist, 2009), TDM will be an appropriate approach for this situation.

Furthermore, providing sustainable transportation through integrating transport policy constitutes a vital instrument to maintain an environment. Sustainability has a significant role due to cover TBL: environment, economic, and social. Regarding World Commission on Environment and Development (1987) declared that a sustainable development is responding to the needs without disturbing upcoming generations‟ needs. It can achieve during implemented transport policy.

(15)

-3-

Considering transport policy has a direct impact for travelers; the integration plays a crucial part to approve sustainable development.

1.2. Problem Issues

Economic growth rapidly encourages people to conduct extraordinary mobility. Therefore, they desire for effective and efficient transport‟s modes that can be provided by private vehicle. It became the primary choice because of flexibility, having direct access, saving travel time, and safer than public transport (Budiono, 2009). Consequently, vehicle ownership in Bali reached 2.749.164 units in 2012 which is dominated by motorcycles (2.374.604 units or 86.37%) and car achieved almost 10%, moreover public transport just about 0.2% unfortunately (Bali DalamAngka,2013).

Aside from poor performance of current public transport services, it resulted from inappropriate policies such as low parking rate, the cheap price of a motorcycle, low tax on vehicles, high fuel subsidy for private vehicle (price for 1 ltr fuel = Rp. 6.500 = ± 4,- SEK) and contradicting policy to approve mass production of low cost green car (LCGC).

Based on Sebathu et.al (2011) public transportation as a complex service system which is the configuration of governance resources as regulator, provider as an operator, society as users, and the environment can be integrated by value propositions (Vargo and Lusch.2008). It is regarded as a congestion vicious circle which requires a comprehensive completion. Below are provided the vicious circle regarding to current problem:

(16)

-4-

Congestion problem is a thorny issue, many associated actors in it as government, communities and stakeholders. Based on the figure 1.1, it determines that the congestion problem-solving cannot be fulfilled partially. However, it has to be accomplished more comprehensively by breaking the chain through implementation of certain policies and service quality improvement of public transport.

1.3. Research Purpose

The aim of this thesis is to provide some model of alternatives in order to transform private-vehicle users to public transport users through offering some new scheme of policies to gain sustainable transportation. For the particular objectives of the thesis are described below:

1) to examine the factors that affect transport of mode choices;

2) to determine which current policies should be a priority related to transforming people to use public transport

3) to investigate the sensitivity of transport mode choice probability when the attribute factors changed.

Policies Service quality improvement Congestion Low speed Reducing mobility Decrease in income Using poor quality public transport Move to private vehicle Increasing number of private vehicle

(17)

-5-

1.4. Research Question

The research questions arise regarding to problem issues and have to be answered are:

1. What are the factors that influencing transport modes choice in Bali? 2. Which policy has to be evaluated as priority?

3. How the sensitivity of people opportunity in transport mode choices when some attributes (factors) changed?

1.5. Scope

The scope of this master Thesis will be limited by the availability both of primary data based on customer‟s survey and secondary data from another source or institutions. By the limitation of time and the distance factor since the case study were conduct in Bali, Indonesia, the Author gain the data collection through internet media and using some assistance to communicate with the respondents.

(18)

-6-

Theoretical Framework

2.1. Sustainable Development and Sustainable Transportation

Considering TBL (Triple Bottom Line) that pervade environmental quality, economic vitality, and social equality has been assembled to construct the concept of sustainable development (Deakin,2003). Based on the World Commission on Environment and Development (1987) argued that sustainable development constitutes a fulfillment of the current needs without compromising the ability of impending generations to fill up their own needs. Many definitions concerning sustainability development and transportation; experts argued, and they strongly agreed that sustainability covering about economic, social, and environment. The idea of sustainability provides a framework that concern on long-term risks resource consumption, ecological economy, and social (Litman & Burwell, 2006). Sustainability inclines to determine the relationship between recent issues and providing comprehensive solutions i.e. the relationship between transportation issues and global warming.

Transport activity has a huge impact on sustainability that involves environmental problem, economic equity, and social impact (Edvardsson & Enquist, 2009). Transportation is extremely influential in economic growth since increasing mobility both of people and goods. On the other hand, it is a major energy consumption as well as contributing in pollution both of air and noise, furthermore influence the social quality of life (IEO,2010). And also sustainability of transportation is one that provides mobility considering renewable fuels and pollution, safety, injuries, and congestion (Black, 2010). It is most closely linked to the availability of vehicles in a number. Increasing the number of private-vehicle ownership implies an increase in air pollution - decreased quality of life and traffic congestion – inhibits economic growth. Therefore, sustainable transport provision cannot be neglected to address the transport sector negative impacts for the upcoming generations.

Sustainability includes environment, economic, and social have an important role to enhance innovations which are essential for sustainable achievement (Nidumolu et al., 2009). Public transportation as complex service system (Sebathu et al..2011)

(19)

-7-

which as configuration of integrable resources that are private (e.g. self, friends, family), market (from other entities, through economic exchange), or public (collective access from communal and government sources) can be integrated by value propositions (Vargo& Lusch.2008).

To provide effectiveness and efficiency, public transport service requires addressing the challenge of sustainability. Nowadays, climate change is highly debated subject in all over the world. Based on Friedman (2008) stated that innovations required rather than regulation to cover environmental crisis. Transport sector as one of pollution contributor must be referring to sustainability through innovations. In addition innovation also concentrates on comforts when travelling, punctuality, reliability, pricing, or capacity and substantiates to accommodate sustainability moreover innovate value-configuration spaces (Gebauer et al., 2010; Johnson et al., 2010). Innovation is necessary to achieve sustainability through implementing such technology in order to increase efficiency and effectiveness and achieve customer satisfaction. Based on Nidumolu et al. (2009) innovation is crucial to support sustainable achievement.

2.2. Transport Modes Choice

Transportation can be viewed as derivate need. In fact people not need transportation, but seeing as their activities which positioned in other areas, transportation facilitates to carry out these activities. People not need transport nevertheless require the mobility to realize their needs. Mobility is certainly using different modes of transportation such as cars, motorcycles, public transportation, bicycles, etc. People always take into consideration on some factors when choosing transport modes for travelling.

Transport mode choice is influenced by numerous factors. Consequently, people choose based on these factors to improve the efficiency and effectiveness. Based on König (2002) argued that the mode availability, travel cost, travel time, individual factor (safety, convenience, comfort, age, gender and attitude), flexibility, reliability, income, household as affecting factor that influence when selecting transport modes. In addition, mode choice is also sensitive to essential events; accidents, weather and personal substantive changes (Abdulsalam and Abdullah,

(20)

-8-

2012). Kusumastuti (2013) have conducted a survey about affecting factors on transport mode choice. As a result, she argued that factors affect transport mode choices divided into two groups; service quality factor (convenience, security, cleanness, accessibility, safety, ticket easiness) and technical part (travel time, cost, frequency, and schedule).

Mode choice is a reflection of travel behavior in choosing transport mode based on the utility; it means the personal‟s decision attempt to avoid the uncertainty of choosing modes (Schwanen and Mokhtarian, 2005). Utility as individual rational assumption in selecting modes for traveling otherwise it could be regarded as an objective understanding (e.g. travel time, reliability, etc.) and subjective perception (cost, comfort, comfortable, etc.) furthermore it can be seen as an indicator of value to an individual. Utility can compare existing option that assessed which are more profitable or pick the highest ranked options. Utilities provide assuming method headed for combining all the various features of all alternatives in both price and quality, in order to offer alternative consistency level hence effectiveness and efficiency can be seen (Transportmodeller,2014). The utility optimization rule is based on two essential notions; (1) the attribute vector can be concentrated to a scalar utility value for each alternative (compensatory process – people create “exchange” among the attributes in deciding their choice, for instance people could settle on a high-cost travel mode if time reduction offered its means there is compensation between time and cost; high in cost but “low” in time), (2) choosing transport modes based on the highest utility value.

Based on Koppelman and Bhat (2006) personal decision to choice modes of transport depends on feasibility of an alternative. Feasibility of the alternative can be specified by regulation (people cannot drive motorcycle or car until the age of 17 which constitutes requirement to having a driving license), economic obstacles (choosing modes of transport depends on income), and individual characteristic (people tend to use high-quality transport modes).

Public transport is difficult to compete with private-vehicle while it has many vantages such as reliability, flexibility, and high comfort. Moreover, the private-vehicle also fulfills the needs as status, prestige and controlling of journey (Olsson, 2003). Regarding Eriksson (2011), two major of motives for choosing private-vehicle as transport modes are: instrumental and symbolic as well as affective.

(21)

-9-

Instrumental tends to be influenced by some factors especially technical factors such as speed, time, cost, and comfort. Within complex travel pattern which consist of various interest, people tend to use private-vehicle rather than public transport since its flexibility. Moreover, symbolic and affective have an important role to influence selecting mode. Having a car represents their social status and also prestige. Status is considered important because it shows success of people.

Level of service (LOS) attributes also has an important role in the public transport system (Ortuzar, et.al. 1997). LOS can be viewed as a utility since it based on user perceptions. Travel cost, time, safety, reliability, comfort, transfer penalty, stopping design and bus driver appearance and behavior are the variables of LOS in public transport system that also affect transport mode of choice. In order to attract people‟s interest for using public transport, many transport planners as government‟s assistance conducted some modifications within LOS of public transport system through increasing the service quality based on customers need. Thus, it might be competing private-vehicle as attractive mode and also could be reducing the number of private-vehicle.

2.3. Transport Policy

Mobility is essential for economic growth although some adverse impact comes from it, such as increasing the number of vehicles, accident's number, pollution, etc. Hence it requisite certain ways in order to reduces the negative impact. Regarding Stead & Banister (2001) stated that there are four main pillars that impact on mobility: (1) Transport policy, (2) technological change, (3) social and economic trends, and (4) non-transport policy.

Transport policies are taking part in regulating mobility. Since the level of car ownership increase significantly in decades, transport policies are requisite for balancing the transport supply and demand. Refer to the infrastructure growth is not as fast as the growth of the vehicle. In addition, it is compulsory to achieve the efficiency and effectiveness of transportation.

Based on Stead & Banister (2001) argued that the transport policy has greatly influenced on mobility to achieve a balancing transport supply and demand. One of the prevalent policies is the provision of public transport through subsidies and

(22)

-10-

offering service quality to accommodate mobility (Walters, 2007). The main purpose of transport policies is ensuring the sustainability regarding environmental, social, and economics since the transportation sector has a significant impact on it. Based on Grenee and Wegener (1997) three main police which used to achieve sustainability in the transportation sector are (1) Transport technology that used to diminish the negative impact through applying such technology, for example, pollution controlling with implementing fuel-injection machine, etc., (2) Transport supply, provide transportation infrastructure to stimulate demand and to make people satisfy or support goods distribution as economy improvement, (3) Transport demand, unlike transport supply approaches, transport demand focuses on restraining people movement using private vehicle for long-term solution. These are concerning on travel demand management through implementing such policies and provide appropriate public transport services. The transport demand management concept makes people intricate when using their personal vehicle. Congestion can be viewed as a scourge in developing countries since it influences on three important aspects; environment, social, economic. Many developing countries focus on increasing road capacity to answer it. On the other hands, enhancing road capacity immediately, merely handle the problem in short-term and stimulate higher willingness-to-travel using private-vehicles; increasing number of private-vehicles ownership (Tamin,1999). Traffic would be stuck if we just focus on road capacity and neglected public transport as well as unbalancing traffic demand and supply (Hensher, 1998).

Transport Demand Management more emphasizes on how to make transport demand and supply balance. Public transport development, employer-based trip-reduction plans, trip-trip-reduction ordinances, restricted area, and work hours flexibility constitute TDM measurements. Two famous TDM approaches are “push” and “pull”. “Push” approach focus on transport policy to compound using private car such as taxation, charges, parking rate, ERP, etc. “Pull” more closely offering high-quality public transport to attract customer using public transport as the main mobility instrument (SUTP, 2009). At a glance, the TDM objective is balancing transport supply and demand through limiting car use and diminish build anew road. Consequently provision high-quality public transport is required to accommodate all trips take into account the complexity using private vehicle. The

(23)

-11-

government does not consider it fair or realistic to impose restrictions without providing reasonable options to those suffering these restrictions.

Explicitly costs (economy) and services play an important role in transportation. Transport policies have objectives to preserve efficiency or competitiveness, support regional development, and improve environmental quality (Commission of the European Communities, 1992). In determining such decision related to policy, communication is necessary to accommodate all interests in the achievement of common goals. In public transport sector communication among politician, customers, PTA, and operators represent a value creating network in order to trigger successive policy. The actors have a different role in the decision-making, for instance: the politician set principal policy based on customer's needs. As follow the communication illustration among the actors to set decision.

Source: Two Interacting Value-Creating Processes, Enquist et al.(2005)

Major policy in public transport focuses on economic and service quality side. Economic challenges in recent years related to transportation are high fuel subsidies, and it‟s implying excessive dependence on non-renewable resources furthermore as the highest pollution contributor. In addition, people prefer to choose private vehicle because the financial cost and the quality that offered by private vehicle (Ekins, 1999). Hence the policy emphasizes on economy and quality.

(24)

-12-

2.3.1. Economy

The number of vehicle ownerships is mainly influenced by the financial cost of an individual such as vehicle price, fuel expenses, high parking rate, and high taxation. External part such as noise, pollution and congestion is the effect of increasing the number of car ownership.

Government as policy-makers have to consider and decide good economic policy in order to decrease car ownership through tightening emission rules (implemented production technology and pollution equipment- the higher price of the new vehicle) and also focuses on the market mechanism via taxes and charges. Based on Ekins (1999) argued that people strongly consider financially factor (taxes and charges) when using such vehicle to raise the efficiency; therefore, the financial part is essential in transport modes choice. In addition, other economic issues also affect transport mode choice-Low Cost Green Car issue (LCGC). LCGC is the cheap car with environmentally friendly concept; hence implicitly people tend to use LCGC as the main modes since it has a discounted price and also a green car. People are inclined to use a cheap car potentially leading extreme congestion due to increasing in the number of vehicles.

2.3.2. Service quality

Service has an important role to engage in customer satisfaction. Based on Lehtinen (1983) stated that the service constitutes an activity or concatenation activities interact with personal or physical machine in order to devote customer‟s satisfaction. Numerous experts give some explanation concerning service. Service is all activities of economic which the output is intangible (not physical), is consumed at the same time when it produced, moreover service provides added value (Zeithaml & Bitner, 2000). In line with Grönroos (1990) mentioned service quality as a complex system since it has a different character with product quality and hard to measure because its tangible nature furthermore takes place in interaction between customers and service provider through offering physical resource or goods or system. Furthermore, Zeithaml & Bitner (2000) stated that services characteristic are (1) Intangible nature-invisible, (2) Inseparability, (3) Perishable, (4) Heterogeneity.

(25)

-13-

In public service that is providing high service quality based on satisfaction considered as a challenge for the service provider since service quality taking an important part to encourage customer satisfaction within measuring provider fruitfulness. Current and potential identifications of service quality perception are the principal challenges in order to increase customer satisfaction (Hensher et al., 2003). Based on Parasuraman, et al. (1988) stated that quality perspective as attitude reaction related to service dominance. Perceived quality can be seen as a comparison between customer expectation and perception of service.

At glance, public service in the transportation sector, high number car-use is caused by the customer dissatisfaction in public transport services. The improvements of public transport services make it more attractive since it has similar quality with private-car. (Eriksson, et. al. 2010). Service quality is used for reaching high customer satisfaction. Based on (Hensher et al., 2003) travel time and fares have the greatest influence on customers‟ dissatisfaction, and also services frequencies as well as seat availability. Enhancing the number of public transport users through increasing customer satisfaction in considering service quality is an effective way to attract customer. In other words, it makes public transport more attractive than a car or private vehicle.

(26)

-14-

Methodology

3.1. Research Methodology

Research methods are segregated into two groups: quantitative and qualitative methods. Qualitative research aims to examine human perspective about a particular topic, how different perceptions taken into accounting their point of view and experience. It is used to investigate phenomena, individual thinking, meaning interpretation and the process. Based on Denzin and Lincoln (1994) stated the qualitative research concerned about using and collect assorted empirical resources such as a unique experience, biography, interviews, history, interaction and visual. Furthermore, qualitative research is directed for describing data (Denscombe, 2007). On the other hand, Aliaga and Gunderson (2000) defined quantitative research aims to describe certain phenomena through gathering numerical data that are analyzed via a mathematical process. Moreover, it could be used to build up an illustration of particular alternative for findings further. Quantitative method necessitates a certain number of data to be analyzed using a statistical program. Thus, data has an important role in this research both of primary and secondary. Spreading standard questionnaire is the main way to gather the reliable data. Collected data would be analyzed by SPSS (Statistical Package for Social Scientists). Hence, this research applies quantitative methodology through fitting data collection, theories and analysis using a statistical program.

Designing a research started from defining the case or problem that emphasized and ended with the analysis headed for solving the problem through offering various scenarios. Within the process that the problem should be “married” with theories in order to support the data analysis, and also the methodology has a vital role in data analysis since it builds analysis mechanism. Providing scenarios of alternatives intended for problem-solving cannot be neglected as an evaluation of recommendations. Built on the topic of switching private-vehicle users to public transport users, some theories will be mated an empirical study in order to achieve sustainable transportation and development. As follow is the research design

(27)

-15-

Research Design

Defined Problem “Married” Theories Build

Methodology Analysis Scenarios Low-Quality of Public Transport Environmental issues High number of Private-Vehicles - Sustainable Development - Transport Mode Choice - TDM (Transport Policy) Sampling (100 respondents) Data Gathering : - Primary - Secondary Analytical Hierarchy Process Factor Analysis Recommenda tion Stated preference (illustration of scenarios) Validity and reliability test

(28)

16

3.2. Sampling Method

Respondents are the ones who ever use both of private-vehicle and public transport for commuting. It is troublesome to deal with gathering information on all of the respondents since it has a high number and also the time limit. Therefore, sampling method was adopted in order to represent the population. Sample size was determined using a simple random sampling method via Slovin formula:

𝑛 =

𝑁

1+𝑁𝐸²

Equation 3.1 the determination of sample Where:

n = sample size

N = population size

E = margin of error (desired)

(The margin of error = 10% in determining the sample size).

Questionnaires were delivered to 100 people (minimum) as samples that represent 3.686.665 Bali population.

3.3. Data Gathering

The data collection plays an important role in the research analysis process since it provides a feasible and valid data. In addition gathering data is not simple to conduct considering the data should be representative (high number of respondents) and reliable. There are six sources of evidence; documentation, archival records, interviews, directs observations, participant-observation, and physical artifacts (Yin, 2003). Two sources are utilized in this thesis; documentation and participants-observation. Documentation methods utilizing data originate from electronic literature, the official website that related to the subject of research, journal, articles, and research studies. Whereas participant-observation with spreading questionnaire and filed by respondent.

(29)

17

3.3.1. Primary Data

Primary datum originates from spreading questionnaire and filed by respondent. Aggregate of respondents is 107 people who ever use private-vehicle and public transport for commuting. Mostly the distribution of a questionnaire conducted via electronic (email, facebook, etc.). In addition, assistants facilitate the data collection process directly encounters respondents. Spreading questionnaire had been responded well, hence, there is no missing respondent since they believed this was relevant topic in Bali. Data collection was separated into five parts: (1) Demographics information, the questionnaire involve life characteristics of respondents such as: sex, income, age, driving license, education, occupation, (2) Travel pattern, trip purpose, travel time, travel cost, transport modes option, (3) Factors that affect transport mode choice, travel time, travel cost, cleanness, security, safety, reliability, accessibility, comfort, (4) Response of changing characteristics, it showed the behavior of the respondent after features changed increasing travel time, raising parking rate, increasing tax, remove fuel subsidize, eliminate “cheap car” policy, (5) Choosing alternatives, this part provide some alternative's policy should be implemented first in order to switch car-use to using public transport, (a) cost approach: high parking rate, high taxation, no fuel subsidies, no cheap car issue, (b) quality approach: decreasing travel time, increasing security, comfort, cleanses, safety, accessibility, and reliability.

3.3.2. Secondary Data

Secondary data based on literature reviews and supporting documentation from the website, journal, working papers, articles to generate deeper understanding the case. Data on the number of vehicles in Bali that based on Bali figure 2013 become important data; it was successful indicator of transport policy. Furthermore, additional resources are used as a reference headed for supporting analysis.

(30)

18

3.4. Questionnaire

This research provides a questionnaire as the main way to collect reliable primary data. The questionnaire was distributed via electronics and handing out (assistants). Via electronic, spreading questionnaire on facebook, email, etc. through decision on people who are reliable as respondents. Spreading hand-out questionnaire was conducted in a bus stop and filled by their self accompanied instructed surveyor. A side of demographic and travel pattern data, there are three main contents which will be examined: affecting factor, analytic hierarchy process (priority), and stated preference question.

Contents of affecting factor include some questions considering respondent's opinion about performance both of private and public transport. The opinion was represented by scaling the number. For instance: 1= very bad, 2= bad, 3 = neutral, 4= good, and 5= very good. Scoring of performance based on the opinion of respondents to the criteria provided in the questionnaire, including cost, time, safety, cleanliness, comfort, safety, accessibility and reliability, as well as other reasons that make them use a set mode for commuting.

Analytic hierarchy process is intended to create priorities in order to decision-making. In this study, pair-wise comparisons provided reckoning factor that effect on transport mode choices. Saaty (2008) stated that the comparisons require a scale of a number which shows how many times more important or dominant one factor exceeds another factor related to the criteria. As follow is the scale of Saaty

Table 3.1The Scale of Saaty in Analytical Hierarchy Process

Intensity of import ance

Definition Explanation

1 Equal importance Two activities contribute equally to the objectives

2 Weak or slight

3 Moderate importance Experience and judgment slightly favor one

activity over another

4 Moderate plus

5 Strong importance Experience and judgment strongly favor one

activity over another

6 Strong plus

7 Very strong or demonstrated

importance An activity is favored very strongly over another, its dominance demonstrated in practice

8 Very, very strong

9 Extreme importance The evidence favoring one activity over another is

of the highest possible order to affirmation

(31)

19

of above above non-zero numbers assigned to it when compared with activity j, then j has the reciprocal value when compared with I

1.1-1.9 If the activities are very Close

May be difficult to assign the best value but when compared with other contrasting activities the size of the small numbers would not be too noticeable, yet they can still indicate the relative importance of the activities.

The remaining content of the questionnaire is stated-preference question. Making illustration was given through offering some options or alternative to respondent. At glance, it emphasized on respondent reaction considering changing attributes on selecting mode of transport. Changing attributes in this research including; parking rate, LCGC issue, fuel subsidies (changes in fuel price per liter), private-vehicle tax, travel time, and the quality of public transport. In order to react with these changing, five options are provided; definitely choose private-vehicle, might be choose private-vehicle, balanced, might be choose public transport, definitely choose public transport.

3.5. Analysis method

Case studies are used to create data for illustration with considering the situation studied from various perspectives; hence a wide range of information, literatures and documents can be used to generate comprehensive evidence (Yin, 2003). Questionnaire as the principal tool to collect data is able to be analyzed through statistical process.

The purpose of this research is switch car-use to use public transport through providing some alternatives on transport policy including cost and quality aspects.Analysis is using data obtained from surveys or other sources as the main condition in the analysis process. Data analysis employed statistical tool (SPSS) and the Excel program. It was conducted in three steps analysis; (1) factor analysis, to investigate the affecting factors when selecting modes including correlation and clustering factors, (2) Analytical hierarchy process, to provide a solution in order to transform car-users to public transport users, (3) Stated preference, to predict the percentage of usage modes after implementation particular policies, moreover designed for determination of technical policy.

(32)

20

3.6. Validity and Reliability

Evaluating validity and reliability constitutes a vital tool when conduct specified research since it provides a testing whether the data are valid and reliable thus could be analyzed. Validity tends to measure instrument that is designed to measure. Based on Thatcher (2010), validity concentrates on relationships between measured instrument and the character and used for current measurement or accuracy of research. Validity consists of three groups: content validity, criterion validity and construct validity. Validity in quantitative research as ”constructs validity” (Wainer and Braun 1998). The construct validity is the concept, idea or hypothesis that decides which data should be collected and how it is collected. Reliability defined as extension experiments; test or procedure generate same results on repeated test or consistency of data (Thatcher,2010). Based on Kirk and Miller (1986), reliability is divided into three types; (1) the degree of measurement, repeatedly, remains the same (2) the stability of the measurement, and (3) the similarity of measurements.

Accommodating validity and reliability acquired different steps to prove it. Validity; data collection generated through reliable sources; respondents who had experienced using both of private-vehicle and public transport. Questions of the questionnaire were made based on a theoretical framework in order to guarantee the validity. Moreover, validity assessment conducted by SPSS through “KMO and Bartlett‟s Test” that are involved within factor analysis to examine sufficiency of sample.

Reliability refers to stability or consistency of measuring data. Ensuring the reliability could possibly conduct through SPSS; Cronbach‟s α (Cronbach, 1984). High degree of reliability means the data has high in consistency or stability and also minimum in bias and error, thus the data could be analyzed.

3.7. Limitations

This study took place in Bali, while the author was located in Sweden. Therefore, these are the limitations that must be passed, moreover compounded with time owned only four months to complete the research. Thus, in order to collect data, there are two ways for saving time and finishes this research on time. First, spreading questionnaire through social media, such as facebook, email, etc. by

(33)

21

considering people who were selected deserve to be respondents. Second, assistance provided to help within spreading hand-out questionnaire in Bali. Both of the methods are expected to save time hence this research can be finished on time. In addition to the data collection did not get respondent with age group over than 48 years old.

(34)

22

Case Study

4.1. Brief Profile of Bali

As the main tourist destination, Bali known as thousand temples islandswhich divided into eight regencies; Denpasar, Badung, Gianyar, Tabanan, Bangli, Negara, Klungkung, and Karangasem. By its population of 3.686.665 inhabitants and plus 2 million of tourist arrivals every year, Bali becomes dense and trigger transportation problem. Regarding Bali in Figure (2013), population density has reached 654 people per km square in average. Among the regencies, Denpasar becomes the highest area in population density with 4.170 people per km square which role as the central business district (CBD) forcentre activities such as education, economic, social, etc.

Bali has high population growth; it indicates the rising rate on transport demand. During the last decade-and-a-half, car ownership has increased from 10.21% per year thatdirectly took part on the total number of vehicles on the road 2.749.164 to date.These numbers consist of 2.374.604 of motorcycles, 10% of cars and 0.2% of buses(Bali Dalam Angka, 2013). Contextual to this situation, the local government of Bali hasbegun to rethink the problem solution based on future prediction. Moreover, this condition also generates environment matters such as air pollution, noise, affecting social and economic activities.

4.2. Private Vehicle

In holistic overview, the foremost problem in this city is not attached with the number of the vehicles yet rather than the regulation within the usage. Commonly, the use of private-vehicle was placed in extreme reliance for most of occupant in Bali region due to its advantages possessed. This occurrence hasbeen seenas concerned issues, particularly for sustainable development, viewed froma number of vehicle ownership that predicted will be increasing in the future. For the detail of vehicles ownerships growth, the figure 4.1 was described the data from 2008-2012.

(35)

23

Source : Bali in Figure 2013

Figure 4.1 The number of vehicles in Bali between 2008 until 2012

The number of private-vehicle (motorcycle) growth is an illustrated rise significantly by the year (Figure 4.1). It shows the motorcycle becomes the core option for commuting followed by car, during the buses that become the least preferred option.

Many advantages offered private vehicles; particularly motorcycles thus make it a prime choice in running daily activities. Furthermore, ease for having motorcycle or car also generates a high level of private vehicle ownership. The presence of installment's plans encourages the increasing of vehicle ownership. Almost all of the people to be able to having motorcycle or car through installments that provided by the dealers with convenient terms. Hence, in average for each household have 2-4 vehicles due to installment procedure (Bali Dalam Angka, 2013).

Motorcycles are extremely popular among middle-class society and the lower class. As well the easiness, low in cost either affect it. Among low level of income and high demands of mobility, motorcycle is the principal instrument of society within fulfilling mobility needs; low in operating cost yet high in performance.

In the upper-class society, private vehicles that refer to the car became the mainstay in mobility. Aside side from its performance such as accessibility, reliability, convenience, etc., prestige is also born in considerations. According to Hofstede Dimension, Indonesian society has low score of masculinity (46) which defined common society strongly maintained at their impression such as in the case of car ownership are commonly determining their social status. Car ownership demonstrates success of people in career as well as elevate of social status.

0 1000000 2000000 3000000

2008 2009 2010 2011 2012

The number of vehicles ownership

Motorcycle Car Busses Truck

(36)

24

4.3. Public Transport (Trans SarBaGiTa)

In fact, public transport has a significant role to accommodate the mobility of people in daily activities as a solution of traffic problems. However, this situation does not apply in respect of people believe that the public transport is considered as a cause of congestion as it can stop anywhere to collect passengers and causing traffic disorder. Public transport existence was threatened. A side of the assumptions, poor performances is the stimulation of people reluctant to employ it, consequently public transport existence is getting lower.

In consequence, the government has assured to be taken decision on, and expectantly address this problem. Problem handling is conducted gradually; the first step is focused on the provision of high-quality public transport in Denpasar, Badung, Gianyar, and Tabanan considering these cities as the central business district in Bali, while the other cities followed since it is not so problematic but require prevention. This action is designed to maintain people with effective and efficient of mobility through providing Trans Sarbagita and also the feeder. This policy has not shown a significant effect; at a glance the level of using public transport remains low. In fact, the load factor of Trans Sarbagita has not exceeded that of 30% all day long. It is becoming be a huge challenge for government. If the government cannot resolve it; Bali would stick as fully filled private-vehicles on the road.

SARBAGITA is presented for Denpasar, Badung, Gianyar, and Tabanan. Trans Sarbagita constitutes public transport that serves those regencies by highlighting the service. Governor of Bali has been launched Sarbagita on 17th_{of August 2011} and operated one day after to diminish congestion (Dishubinkom, 2013). Based on the official website of Bali Transportation Department, the characteristic of Transsarbagita has similar with BRT, which is providing high-quality service excluding unique line. Initial step in the application of Trans SarBaGiTa was started from releasing Corridors II (Batubulan-Nusadua) of 17 Corridors was planned since the availability of the bus that was a grant from the Ministry of Transportation. August 2012 Corridor 1 was opened with a smaller bus size than Corridor II (City-GWK)

(37)

25

Developments of Sarbagita‟s road maps require considerable time since traffic condition was not accustomed toimplementing public transportation. Thus, the developments were conducted through three steps; (1) In 2011-2013, was the year for introducing service, building image, and also evaluation; (2) 2014-2019, establishing and developing service; (3) 2019, Trans Sarbagita is expected to be high-quality public transport based on sustainability development. Sustaining this situation, 36 routes of feeder were pushed in order to increase accessibility by 2012. Moreover, “buy the service” system was applied based on the application of minimum service standard.

During 193 days of operations (18th_{August 2011-26}th_{February 2012), total of} passengers reached 303147 passengers or 1571 per day, includes 75,34% adults and 24.66% students. It shows in the public interest in using public transport quite high even though the load factor never more than 30% (Dishubinkom, 2013). The passengers number of Trans Sarbagita, as follows:

Source: Dishubkominfo Bali, 2013

Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12

Corridor 2 713 1229 1575 1364 1782 1584 1640 Branch 75 77 111 101 110 115 98 Total 788 1307 1687 1465 1891 1699 1738 0 500 1000 1500 2000

The average of passengers per day

(38)

26

Source: Dishubkominfo Bali, 2013

Apart of Denpasar, another cities such as Karasangem, Bangli, Singaraja, and Jembrana, has a low level of public transport existence. It is used by people who do not have any option (captive users). People prefer to use private vehicles which will have implications on congestion, air pollution, noise, and energy consumption as well as inducing decreasing quality of life, as a hindrance to achieving the goal; sustainable development.

4.4. Transport policy

Numerous experts believe the application of appropriate transport policies through implementation of TDM can solve the traffic problem without building additional infrastructure since it can influence people‟s mobility (Stead & Banister 2001). As a confessional method, the congestion problem-solving concentrated on the development of traffic infrastructure; build flyovers, road widening, underpass, etc. Currently, Bali Mandara Toll Road has been built-in total length of 12.7 km and also underpass to accommodate mobility as traffic congestion problem solution. Many experts argued that it will not fully resolve the problem, on the contrary it stimulates increasing transport demand (short term of problem-solving). In addition to this problem becomes complicated since the government‟s policy

Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12

Corridor 2 12.19 21.02 25.93 23.32 30.45 27.07 29.33 Branch 9.67 9.88 14.28 12.92 14.05 14.78 12.54 Total 11.89 19.71 25.44 22.1 28.52 25.63 27.35 0 5 10 15 20 25 30 35

Load factor (%)

(39)

27

support people for having a car through offering low cost green car. It can drive people to avoid public transport for commuting.

Current transport policies were composing several considerable dilemmas. In one hand, the government desire to raise income from taxation of industry through encourages mass production of Low Cost Green Car. Hence, the level of car ownership increased since people preserve buy car at economical price. The government perceived it as the reflection of economic growth. On the other hand, the government is difficultto deal with traffic congestion due to increasing private-vehicle ownership. Providing a “cheap” car encourages people‟s passion for having a new car at an affordable price, regarding Regulatory of Indonesian Industry Minister No. 3/M-IND/PER/7/2013 stated that the highest price for a new “Low Cost Green Car” is Rp.95.000.000,- (more less 45.000,- SEK). Since those policies assessed as an attractive value for most of society, the government provides an opportunity to have a car, however, it can lead traffic problems. Prior to implementation of “cheap” car policy, the number of car ownerships reached 10.432.259 units of 2012. This is compounded if that policy will continue; the number of car ownership is predictable rising two-fold.

Fuel subsidies also have an important role in order to have an impact on travel demand. Energy subsidy around Rp.167 trillion in 2013 influence price of fuel only for Rp.6.500,- or about 4,- SEK (Kemenperin,2013). Providing a subsidy intended for sustaining economic growth; increases fuel prices will go hand in hand with rising prices of essential commodities due to higher transportation costs. Therefore, many stakeholders argue that the fuel subsidies should be mapped, and for example, fuel subsidies are only given to freight transport and even then must be registered in advance to avoid dishonest consumers. Almost 95% of subsidized fuel uses by private vehicle, it indicates the fuel subsidize not on target. Therefore, preparation for reducing subsidy of fuel conducted gradually. In addition to decreasing the number of private vehicles through increasing fuel price (increased operating costs), subsidy funds could be allocated to other areas such as health and education.

Determination of vehicle taxation is based on the selling value of the vehicle and the value which reflect the relative levels of road damage and environmental pollution owing to vehicles utilize. It means cost of externalities included when

(40)

28

determining the tax on the vehicle. Hard to measure externalities cost generate a determination of tax only based on the vehicle selling value; 1.5% for the first possession of the vehicle and plus 0.5% for the next. For instance, second possession of the vehicle is 2%, third is 2.5 % etc. (Peraturan Daerah Provinsi Bali No 1 Tahun 2011). Moreover, this progressive tax only applies on cars.

Parking rates particularly in Denpasar is fairly inexpensive, Rp.1000 (0.6,-SEK) for motorcycles and Rp. 2000 (1.2,-SEK) for the car in one-time parking. Furthermore, parking rate for trucks only Rp. 5000 or 2.9,- SEK, buses Rp. 10000 or 6,- SEK and container Rp. 15000 or 9,- SEK (Balipost, 2012).

Indirectly, most policies in Indonesia prop up the use of private-vehicle as the main transport modes for commuting. Providing good and proper strategy is required to take on or solving problems. People have an interested in both of travel cost and travel time and also the quality of transport modes. Not only providing high-quality public transport, the implementation of restrictions to the unfettered use of private-vehicle should be applied. Through the restrictions on private vehicles, people as if compelled to use public transport. The restrictions contains increasing parking rate, remove fuel subsidies, eliminates Low Cost Green Car issue and other policies that pertain to travel cost and certainly travel time as well as quality of public transport.

(41)

29

Analysis

5.1. Demographics

Questionnaire was delivered to 107 people through spreading hand-out questionnaire and via electronics for further analysis. Simple random sampling method performed for the determination of respondents; random selection of the people who deserve to be the object of research. Respondents defined ones who ever utilize both of private vehicles and public transport for commuter. The first finding is the case that the response of 67 men and 40 women has been compiled with different level of age.

Table 5.1The Number of Respondents Based on Gender and Age

Level of Age Total

<18 18-28 29-38 39-48 >48

Male 2 55 9 1 0 67

Female 3 34 3 0 0 40

Total 5 89 12 1 0 107

The groups of male and female aged between 18-28years old are those respondents with the highest number (55 for male and 34 for female). The second highest number of respondents is that of the group aged 29-38 years old, the numbers of male responds are 9 compared to 3 for the female counterparts.

For trip plan, the general utilization of modes of transport, as showed in figure 5.1, is almost identical for business and education. The utilization of private vehicle was dominated for business or going to work and education (74 % and 20%). Equal to the usage of private vehicle, the main purpose of utilizing public transit is for education (5%) since most of the users of public transit were student.

(42)

30

Figure 5.1 Trip purpose of utilizing private vehicle and public transit

Not surprising finding is that the percentage of modes share for private vehicle is the highest rate. The fact explained it; motorcycle and car becomes the most preferred transport instrument for commuting. The yield of survey found that almost 95% of people use private vehicles for commuting. Within the percentage of modes, motorcycles and private vehicle reached about 79% and 16% respectively whereas public transport as the last option (5%).

In fact, a utilization mode of transport is closely linked to the considerations of its usage. Most of the respondent employ private vehicle as the main transport means to takes into considerations of time and easiness. In the case of modes share,

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7

Shopping Business Others Education

Public transport Car Motorcycle Public Transpo rt 6% _Car 16% Motocy cle 78% Walking 0%

Modes Share

0 10 20 30 40 50 60

Reasons Using Modes

Public Transport Car Motorcycle

Figure 5.2Percentage of using transport modes as mobility instrument and the reason using modes of transport

(43)

31

public transport users have 5% in aggregate; all of whom are students who did not have a driving license.

These circumstances compounded by poor service performance of public transit; no timeliness, relatively high in cost, lack of accessibility and availability, etc.. People are possibly reluctant to utilize public transit since it has a low level of service performance. Based on the survey that was conducted on 107 people concerning service performance of public transport and private vehicle, obtained the result that the public transport service has been poor in quality when compared to private vehicles. It was exposed from the respondents‟ assessment of service criteria such as time, cost, safety, comfort, cleanliness, safety, accessibility, and reliability of service. All of the criteria were compared with observing the judgment of respondents regarding level of service (LOS) both of public transport and private vehicle. The comparison mean values figure of service performance between public transport and private vehicle in Bali associated with respondent‟s opinion given as follows.

Figure 5.3 The comparison mean values of service performance between private vehicle and public transport

0 1 2 3 4 5Time Cost Security Comfort Cleaness Safety Accessibility Reliability

The Comparison mean values of Service performance

Public Transport Private Vehicle

(44)

32

The assessment rate of the criteria is much higher for private vehicle than for public transit. Whatever the criterion, this pattern remains. For private vehicle, the reliability and accessibility have the highest rating (around 4) while safety has the lowest rates. Private vehicles could satisfy all the needs of respondents for commuting e.g. reliability, security, comfort etc.. Meanwhile, probably the existence of public transit is at stake due to low level of service performance based on respondents‟ rating. Public transport has difficulty contending private vehicles as the principal transport instrument. These findings would tend to confirm the hypothesis that the quality levels of transport modes have a tendency to influence modes of choice.

5.2. Transformation Modeling

Transformation modeling is the main analysis of this thesis that provides a model for switching private vehicle users to public transit users in Bali. Modeling stages are distinguished into three parts of the analysis. The initial stage is used for examining affecting factors of choosing modes of transport. Afterwards, provides priority treatments regarding the factors that impact on transport mode choice. Priority treatment was conducted using the analytical hierarchy process (AHP) method; the logic of the AHP process is comparing all of the criteria or factor through saaty‟s scale that demonstrate how important or dominant one factor to another factor related to the criteria. The last analysis is creating illustration of alternatives by stated preference method; observing probability of using modes when the criteria related to affecting factors was changed.

5.2.1. Factor Analysis

Within factor analysis, all of the data not necessarily could be analysis. So, reliability test and also validity test is required to examine the data could be analysis or not. Reliability evaluation is possibly by Cronbach‟s α (Cronbach, 1984) and validity test through “KMO and Bartlett test."

In the evaluation of the reliability test, the index value of Cronbach‟s alpha (α) has an important role in order to measuring internal consistency of data. The following Table 2 is the coefficient value of Cronbach‟s alpha: