Analisis Implementasi Teknologi Komunikasi Berbasis Aplikasi pada Transformasi Bisnis Transportasi Roda Dua di Medan
), Fadia Aprillia(2), Yayang Fariana Togatorop(3), Desi Fitriani Hsb(4), Lenny Kartika Saragih(5), Rizky Nur Ramadhan Sitorus(6), Arkhan Hafidz Purba(7),
(1) Universitas Negeri Medan
(2) Universitas Negeri Medan
(3) Universitas Negeri Medan
(4) Universitas Negeri Medan
(5) Universitas Negeri Medan
(6) Universitas Negeri Medan
(7) Universitas Negeri Medan
Corresponding Author
Abstract
Penelitian ini mengkaji bagaimana teknologi komunikasi berbasis aplikasi diimplementasikan dalam transformasi bisnis transportasi roda dua di Kota Medan. Dengan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara, observasi lapangan, dan studi literatur terhadap pengemudi ojek online, pengguna aplikasi, serta pihak manajemen platform. Hasil penelitian menunjukkan bahwa penerapan teknologi ini telah mengubah sistem operasional, menciptakan efisiensi layanan, meningkatkan transparansi harga, dan membuka peluang ekonomi baru. Perubahan ini juga menunjukkan gejala transformasi digital dan ekonomi berbagi (sharing economy), sekaligus menimbulkan disrupsi pada model transportasi konvensional. Namun, proses ini menghadapi hambatan berupa kesenjangan kemampuan digital, konflik dengan pengemudi tradisional, serta ketidakjelasan regulasi. Konteks sosial-ekonomi Kota Medan, seperti keberagaman ekonomi warga dan penggunaan teknologi yang belum merata, menjadi faktor penting dalam dinamika ini. Temuan ini diharapkan dapat mendukung penyusunan strategi adaptasi teknologi dan kebijakan transportasi digital yang inklusif dan berkelanjutan di tingkat lokal.
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DOI: 10.57235/jetbus.v2i1.6207
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Copyright (c) 2025 Hilma Harmen, Fadia Aprillia, Yayang Fariana Togatorop, Desi Fitriani Hsb, Lenny Kartika Saragih, Rizky Nur Ramadhan Sitorus, Arkhan Hafidz Purba
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