Sharing Economy: Perception of Drivers for Online Transportation

Gojek

Agista Ade Pertiwi

and Nanik Lestari

Management Business, Batam Polytechnic, Ahmad Yani Street, Batam Centre, Batam, Indonesia

Batam Polythecnic Teaching Staff, Batam Polytechnic, Batam Centre, Batam, Indonesia

Correspondence: nanik@polibatam.ac.id

Keywords: Sharing Economy, Attitude, Enjoyment, Sustainability, Economy Benefit, Reputation

Abstract: Sharing Economy is an economic-technological phenomenon that is driven by the development of information

and communication technology for sharing related to socioeconomics that includes goods and services. One

of the transportation service companies in Indonesia that uses the concept of sharing economy is GOJEK.

This study aims to determine internal motivation and external motivation that affect one's intention to become

a GOJEK driver in Batam City. Internal motivation is measured by perceived attitude, perceived enjoyment,

perceived sustainability, and external motivation is measured by the perceived economic benefits and

perceived reputation. Measurement of variables was adopted from Hamari's study (2015). This study uses a

questionnaire distributed to GOJEK drivers for 1 month with a sample of 130 drivers. The results found, first

internal motivation, perceived attitude and perceived enjoyment have positive effect on intention, while the

perceived sustainability has no effect. Second, external motivation, economic benefits and reputation has a

positive effect on the intention to become a GOJEK driver.

1 INTRODUCTION

The transportation services industry is growing and

developing rapidly in accordance with technological

developments. Transportation and warehousing

services contributed to the Gross Domestic Product

(GDP) of Rp 797.3 trillion or 5.37% of GDP valued

at Rp 14,837.36 trillion in 2018.1 Growth in

transportation services increased due to the increasing

population in an area. This is what requires businesses

in the transportation sector to meet the needs of the

community for transportation services with more

effective and innovative services.

Initially, transportation service companies used

the concept of owning economy. Owning Economy is

a concept in which a company has its own supply of

assets to run its business well. Transportation service

companies with the concept of owning economy such

as Blue Bird, Express, and Silver Cab have their own

cars, drivers and bases to meet the needs of the

community.

Over time, new business models related to

transportation have sprung up in the world. The

https://orcid.org/0000-0002-6599-3379

business operates on the concept of sharing economy

or collaborative consumption where people offer and

share resources owned by community-based online

services (Cohen & Kietzmann, 2014). Sharing

Economy is an economic-technological phenomenon

that is driven by the development of information and

communication technology for sharing socio-

economic related matters including goods and

services (Cohen & Kietzmann, 2014). Sharing

Economy generally refers to the phenomenon of

changing assets that are not used by individuals into

productive resources that can generate income

(Wallsten, 2015).

One of the transportation service companies in

Indonesia that uses the concept of sharing economy is

GOJEK. The arrival of the GOJEK ridesharing

application as an online transportation service shook

the local motorcycle industry in early 2015

(Mechthild, 2017). GOJEK does not only provide

shuttle services, but also various services such as

gofood, gomart, gobill, gomassage, gosend, goshop,

gopulsa and other services. The GOJEK application

Ade Pertiwi, A. and Lestari, N.

Sharing Economy: Perception of Drivers for Online Transportation Gojek.

DOI: 10.5220/0010936700003255

In Proceedings of the 3rd International Conference on Applied Economics and Social Science (ICAESS 2021), pages 471-480

ISBN: 978-989-758-605-7

471

can be downloaded for free via iOS and Android

smartphones.

The presence of GOJEK has greatly helped the

economy of the Indonesian people, especially the city

of Batam, in getting extra income (part time). GOJEK

provides an opportunity to Batam city community

who have motorbikes and cars to become GOJEK

drivers as jobs. Over time, GOJEK drivers in Batam

City are no longer looking for additional income (part

time), but have become full time jobs. The income

offered can be higher than the Batam City Minimum

Wage because GOJEK drivers can manage how many

orders, points, and bonuses are generated every day.

Research related to sharing economy on online

transportation has been conducted by Hamari,

Sjoklint, & Ukkonen (2015). The study examined

why individuals participated in collaborative

consumption. The research was conducted in Finland.

The sample in this study were 168 users registered at

Sharetribe. Sharetribe Ltd is a non-profit social

company registered in Finland. The dependent

variable is the intention to participate in collaborative

consumption, while the independent variable is the

perception of attitude, perception of enjoyment,

perception of sustainability, perception of economic

benefits and perception of reputation. The results

show that perception, enjoyment perception and

perception of economy benefit have a significant

positive effect on the intention to participate, whereas

perceived ability and perception of reputation have no

influence on the intention to participate in

collaborative consumption or sharing economy.

This research is a replication of Hamari, Sjoklint

& Ukkonen (2015) research. The difference between

this research and Hamari, Sjoklint, & Ukkonen (2015)

is that the sample used is the GOJEK driver registered

at the GOJEK company in Batam. This research is

important because research that has been done in

Indonesia only focuses on the perspective of GOJEK

customers, while this research focuses on the

perspective of GOJEK drivers who contribute to

sharing economy.

The purpose of this study firstly, to analyze the

internal motivations that influence a person to be a

GOJEK driver in Batam City. Secondly, to analyze

the external motivations that influence someone to be

a GOJEK driver in Batam City.

Research has benefits in theory and practice. The

benefits of the theory in this study are: firstly, proving

the concept of sharing economy. Secondly, it

provides information regarding factors that influence

a person to become a GOJEK driver. The benefit of

practice in this research is to assist GOJEK

companies in providing background related

information from GOJEK drivers. Researchers

impose limits on GOJEK drivers, those drivers who

use two-wheeled vehicles and have been registered in

GOJEK Batam city for a minimum of 6 months. This

research uses a 5 point Likert scale questionnaire

instrument.

2 LITERATURE REVIEW AND

HYPOTHESIS

2.1 Sharing Economy, Self

Determination, Planned Behaviour,

and Job Satisfaction Theory

Sharing economy describes the collaborative

consumption that comes from sharing, exchanging,

and renting goods or services without owning them

(Choi, Lee, & Woo, 2014). The concept of

collaborative consumption was created by Felson &

Spaeth (1978) which refers to the conditions in which

individuals consume goods or services together.

Collaborative consumption is not a new fundamental

concept, but since the advent of sharing economy this

concept has become a topic that is often discussed

(Henten & Windekilde, 2016). Sharing economy

describes the type of business model that is built

based on the division of resources between

individuals through peer-2-peer services where

customers to access goods when needed.

The theory of self-determination by Ryan & Deci

(1985) argues that motivation can be distinguished as

intrinsic or extrinsic. Intrinsic motivation arises from

intrinsic value such as enjoyment related to the

activities provided, while extrinsic motivation is

related to external pressures, such as reputation and

monetary gain. According to Lindenberg (2001),

there are two types of intrinsic motivation: enjoyment

comes from the activity itself and values come from

the right behavior with the norm. Enjoying an activity

or obtaining economic benefits through the activity is

not directly influenced by the opinions of others,

while reputation and conformity with norms are

influenced by the opinions of others.

The theory of planned behavior is a theory that

arises because of an intention to behave, the theory

explains or controls individual behavior (Ajzen,

1991). Individual intentions for behavior consider

three factors, namely attitude behavior. subjective

norms and perceptions of self-control (Ajzen, 2005)

Job satisfaction is a positive feeling related to the

results of the work done by evaluating the

characteristics of the job. Job satisfaction is not only

ICAESS 2021 - The International Conference on Applied Economics and Social Science

472

about the conditions of work but also the personality

of the worker. Individuals with high levels of job

satisfaction have positive feelings about their work,

while individuals with low levels have negative

feelings (Robbinsq & Judge, 2013). Job satisfaction

is an individual because each individual has different

levels of satisfaction according to the perceptions of

each individual. The higher the aspects of work that

are in accordance with individual expectations, the

higher the level of satisfaction felt.

2.2 Hypothesis Development

Several studies on sharing economy have been carried

out, including Hamari, Sjoklint, & Ukkonen (2015)

examining why a person participates in collaborative

consumption. The study was conducted in Finland

with the sample used was a registered user from the

Sharetribe service who was recruited through the

official Sharetribe e-mail bulletin of 178 respondents.

The study was a qualitative study using a Likert scale

7 questionnaire instrument. The research explores

internal motivation and external motivation that

influence one's intention to participate in

collaborative consumption. Intrinsic motivation such

as sustainability, enjoyment and extrinsic motivation

such as economic benefits and reputation. The results

show: first, sustainability does not affect the intention

to participate in collaborative consumption. Second,

Enjoyment affects the intention towards collaborative

consumption. Third, economic benefits have a

positive effect on the intention to participate in

collaborative consumption. Fourth, reputation does

not affect the intention to participate in consumptive

collaborative.

Lee, Chan, Balaji, & Chong (2015), tested the

inhibiting, motivational and technological factors that

influence one's interest in participating in the sharing

economy. The research uses an online survey by

sending participation invitations to UBER drivers in

Hong Kong through a marketing research company.

The study collected 319 respondents but 24

respondents did not answer completely so the last

sample was ¬295 respondents. The study used a

Likert scale 7th questionnaire as a data collection tool.

The study uses a partial least squares (PLS)

measurement model. The dependent variable of the

study is the intention to participate in the sharing

economy. The independent variable is low risk,

information quality, trust in the platform, enjoyment

and economic benefits. Result of the research shows

that low risk, information quality, trust in the platform,

enjoyment and economic benefits alone influence the

intention to participate in the sharing economy.

Valente, Patrus, & Guimaraes (2019) analyze why

individuals participate in sharing economy by

becoming UBER drivers. Samples in the study were

20 UBER drivers in the city of Belo Horizonte, Brazil.

This study uses interview instruments and is further

explained through descriptive analysis. The result is

that individuals contribute to sharing economy by

becoming UBER drivers because of the economic

crisis, unemployment, seeking additional income and

flexibility time. The research proves that contributing

to the sharing economy greatly reduces

unemployment and earns more income from previous

employment.

Kim, Yoon, & Zo (2015) in their research

analyzed the factors influencing interest in

participating in sharing economy. The study used a

survey in the form of an online questionnaire on the

Amazon Mechanical Turk. The dependent variable in

the study is intention to participate in the sharing

economy. The independent variables are trust,

perceived risk, reputation, perceived social, perceived

benevolence, advantages, economic benefits, social

benefits. The results of this study indicate that trust,

perceived risk, reputation, perceived social, perceived

benevolence, advantages, economic benefits, social

benefits have a positive effect on the intention

(intention) to participate in sharing economy.

Bocker & Meelen (2017) also examined the

motivation of users and service providers to

participate in the sharing economy. The research was

conducted in the city of Amsterdam, the Netherlands.

The study surveyed 1330 people online via e-mail.

The research divides into three motivations that

influence participation in sharing economy, namely

economic, social and environmental. Indicators of

sharing economy in the study are cars, motorcycles,

accommodation, equipment and food. The result is

that the economic motivations of younger and lower-

income groups are more economically motivated to

use and provide shared assets. High-income and

higher-educated groups are less socially motivated to

participate in the sharing economy. Women's groups

are influenced by environmental motivation to

participate in the sharing economy, especially for

sharing cars and travel.

Daunoriene, Draksaite, Snieska, & Valodkiene

(2015) evaluate the level of accuracy of the key

sustainability of sustainability in the sharing economy

business model. The study sample was employees at

peer-to-peer companies in Lithuania. Sustainability in

sharing economy is measured using economic,

environmental, social and technological perspectives.

Measurements are given values of 1 (critical), 2 (bad),

3 (higly unsatisfactory), 4 (satisfactory -), 5

Sharing Economy: Perception of Drivers for Online Transportation Gojek

473

(satisfactory), 6 (satisfactory +), 7 (highly

satisfactory), 8 (good), 9 (vibran ). A value of 1-3 is

called poor practice, a value of 4-6 is called the mid

point, a value of 7-9 is called a high level of

sustainability. The results show that employees in

peer-to-peer companies have economic,

environmental, social and technological

sustainability at the mid point level in the business

sharing economy.

Tussyadiah (2014) examined the motivational

factors that encourage and inhibit collaborative

consumption in transportation and tourism services.

The study conducted a survey of 754 adults enrolled

on Airbnb in the United States. Out of 754 people,

only 155 have been drivers in peer-to-peer services.

The dependent variable in the study is the intention to

participate in collaborative consumption. The

independent variables are community, sustainability,

and economic benefits. The results of this research

community, sustainability, and economic benefits

affect the intention of individuals to participate in

collaborative consumption. The highest motivation is

the economic benefit. Hawlitschek, Teubner, &

Gimpel (2016) examined the motivation and

inhibitors of individuals participating in the sharing

economy. The study conducted two surveys, namely

to peer-to-peer corporate drivers and customers. The

dependent variable of the study is the intention to

contribute to the sharing economy. Independent

variables are anti-capitalism (anti-capitalism), burden

of ownership, effort of expectation, enjoyment,

hedonic motivation, income, independence,

independence, independence knowledge (knowledge),

lack of trust (lack of trust), modern lifestyle (modern

lifestyle), prestige (ownership), privacy (privacy),

risk (risk), product variation (product variety), quality

(quality), scarcity of resources (resource scarcity),

sense of ownership (sense of belonging), social

experience (social experience), social influence

(social influence), substitution (substitutability),

sustainability (sustainability), saving (thriftiness),

availability everywhere (ubiquitous availability), and

uniqueness. The results from the perspective of

drivers are only anti-capitalism and ubiquitous

availability whose results do not affect the intention

to participate, while other independent variables

influence the intention to participate in sharing

economy. The results of the customer perspective are

only income, pretige of ownership and ubiquitous

availability which do not affect the intention to

participate in sharing economy, while other

independent variables affect the intention to

participate in sharing economy. Sung, Kim, & Lee

(2018) examine the sustainability that is obtained by

users and providers in the sharing economy. The

study distributed questionnaires in South Korea with

a sample of 322 Airbnb customers and 100 Airbnb

producers. This study examines the effect of

economic, enjoyment, social, network, and intention

to use on attitudes independently. The results show,

in the user perspective only enjoyment, network and

attitude that affect the independent variable. In the

provider perspective only enjoyment does not affect

the independent variable, other variables have an

influence on the independent variable.

Yang & Ahn (2016) analyzed the relationship

between motivation, security perceptions, attitudes,

and loyalty to the intention to participate in the

sharing economy, especially Airbnb. The study was

conducted by distributing questionnaires in South

Korea with a total sample of 294 people. Motivation

is divided into four perspectives, namely economic

benefits, enjoyment, reputation and sustainability.

The results of this study indicate that motivation,

security perceptions, attitudes, and loyalty have a

positive effect on intention to contribute to Airbnb.

Based on previous research, the main determinant

of a person's behavior in carrying out an activity or

job is attitude (Ajzen, 1991). Perception of attitude in

this study means people's thoughts or feelings about

GOJEK.

Job satisfaction theory states that there is a

positive feeling of work done by evaluating the

characteristics of the job. The more individuals enjoy

doing their work, the results obtained will be in line

with expectations. Enjoyment is an important factor

in sharing activities (Nov, Naaman, & Ye, 2009).

Sustainability is connected to the long-term

conditions that individuals want to do a job or activity.

Sharing economy will contribute to reducing

excessive consumerism and minimizing the use of

resources. Sharing economy can solve problems such

as pollution and excessive use of energy.

Economic benefits are an important factor for

individuals to do a job. Basically every job is carried

out by individuals to get income and economic

benefits such as savings. Cost saving is the most

important factor in sharing economy. Driver GOJEK

can save operational costs by sharing the vehicle with

passengers. In addition to saving costs, financial

benefits become a major factor in sharing economy

because revenue is based on the number of orders

each day so that drivers can determine the expected

revenue target. Job satisfaction theory suggests that

the higher the aspects of work in accordance with

individual expectations, the higher the level of

satisfaction felt.

ICAESS 2021 - The International Conference on Applied Economics and Social Science

474

Reputation can be judged by the good or bad

reputation of the company. GOJEK company has a

good reputation nowadays with its quality of service.

A good reputation will also have a good impact on the

elements that contribute to the company. A good

reputation will have an impact on increasing the

quantity and quality of a company.

Based on these explanations, the hypothesis can

be formulated as follows:

: Perception of attitude has a positive effect on

intention to become a GOJEK driver

: Perception of enjoyment has a positive effect on

the intention to be a GOJEK driver

: Perception of sustainability has a positive effect

on the intention to be a GOJEK driver

: Perception of economy benefit has a positive

effect on the intention to be a GOJEK driver

: Perception of reputation has a positive effect on

the intention to be a GOJEK driver

Figure 1. Research Model.

3 RESEARCH METHOD

The technique used in sampling is non-probability

sampling that is purposive sampling, the sample is

based on specific criteria, namely: First, the GOJEK

Driver for two-wheeled vehicles. Second, registered

in GOJEK Batam city for a minimum of 6 months.

Third, it operates in the city of Batam. Fourth,

GOJEK drivers are the main work (full time).

Data collection techniques using a questionnaire

(questionnaire) that will be distributed to GOJEK

drivers in Batam. Distribution is done accidentally

where questionnaires can be given to GOJEK drivers

who accidentally / incidentally meet with researchers.

Distribution of questionnaires to drivers is done

within 30 days.

Basic decision making in regression analysis can

be seen from the significance value, i.e., if the

significance value> 0.05 then there is no influence of

the independent variables on the dependent variable.

Conversely, if the significance value <0.05 then there

is the influence of the independent variables on the

dependent variable.

The object of research used in this study is the

two-wheeled GOJEK drivers who have been

registered in Batam city GOJEK for at least 6 months.

The sample taken is a sample selected using

predetermined criteria. The number of samples used

in this study can be seen in the following table

Table 1. Data Characteristics.

Description Amount

Questionnaires distributed on week 1

Incomplete questionnaires

-5

Questionnaires distributed on week 1

Incomplete questionnaires

-2

Questionnaires distributed on week 1

Incomplete questionnaires

Questionnaires distributed on week 1

Incomplete questionnaires

-2

Number of samples (n) that matches

the criteria

145

Outlier

-15

Number of samples (n) used

130

Source: Primary Data Processed (2020)

Population data used in this study are GOJEK

drivers registered in Batam City. The sample in this

study was selected using the criteria that GOJEK

drivers have been registered for at least 6 months and

are full time jobs. The method of data collection was

conducted within a period of 1 month from 19

November 2019 to 19 December 2019. The total

sample that met the specified criteria amounted to 145

respondents, while the outlier data totaled 15

respondents.

4 RESULTS AND DISCUSSION

Validity test is done to measure the validity of a

cookie detector. A questionnaire is said to be valid if

the questions on the questionnaire are able to express

something that will be measured by the questionnaire

(Ghazali, 2013). The results of the validity tests can

be seen in the following table:

Table 2. Validity Test Result.

Variable Item r r-table Conclu

sion

Intention

Item 1 0.895 0.306 Vali

Item 2 0.854 0.306 Vali

Item 3 0.935 0.306 Vali

Item 4 0.932 0.306 Vali

Attitude Item 1 0.846 0.306 Vali

Intention

Perceived Reputation

Internal Motivation

External Motivation

Perceived Attitude

Perceived Economy Benefit

Perceived Sustainability

Perceived Enjoyment

Sharing Economy: Perception of Drivers for Online Transportation Gojek

475

Item 2 0.790 0.306 Vali

Item 3 0.648 0.306 Vali

Item 4 0.720 0.306 Vali

Item 5 0.684 0.306 Vali

Enjoyment

Item 1 0.859 0.306 Vali

Item 2 0.884 0.306 Vali

Item 3 0.882 0.306 Vali

Item 4 0.882 0.306 Vali

Item 5 0.864 0.306 Vali

Sustainabili

Item 1 0.878 0.306 Vali

Item 2 0.847 0.306 Vali

Item 3 0.727 0.306 Vali

Item 4 0.536 0.306 Vali

Economy

Benefit

Item 1 0.788 0.306 Vali

Item 2 0.823 0.306 Vali

Item 3 0.758 0.306 Vali

Item 4 0.806 0.306 Vali

Item 5 0.767 0.306 Vali

Reputation

Item 1 0.649 0.306 Vali

Item 2 0.745 0.306 Vali

Item 3 0.640 0.306 Vali

Item 4 0.719 0.306 Vali

Source: Primary Data Processed (2020)

Reliability test is used to find out whether the

questionnaire question indicators used are reliable or

reliable as a variable measurement tool. Reliability

testing of all question items was carried out using the

Cronbach-alpha statistical test. A research instrument

can be declared reliable if the reliability coefficient

(cronbach-alpha value) is greater than 0.70 (Ghazali,

2013). The results of the reliability tests can be seen

in the following table:

Table 3. Reliability Test Result.

Variable

Total

Item

Alpha

Cron

bach

Cut

off

Alpha

Cron

bach

Conclu

sion

Intention 4 0.924 0.700 Reliable

Enjoyment 5 0.766 0.700 Reliable

Sustainabili

0.918 0.700 Reliable

Economy

Benefit

0.749 0.700 Reliable

utation 4 0.833 0.700 Reliable

Source: Primary Data Processed (2020)

Descriptive statistical analysis is used to provide

an overview of data seen from the mean, maximum,

minimum, and standard deviation based on the

questionnaire answer data from GOJEK drivers. The

scale used is a 5-point Likert scale, namely: 1)

Strongly Disagree (STS); 2) Disagree (TS); 3)

Disagree (KS); 4) Agree (S); and 5) Strongly Agree

(SS). Before being tested, the researcher examined

the outlier data from the answers from the GOJEK

drivers and the results of the data were free from the

outlier data. The average respondent's answer is

above scale 3. The results of the descriptive statistical

analysis can be seen in the following table:

Table 4. Descriptive Statistics.

Item Mean Std. Dev

Intention_1 4.692 0.526

Intention

2 4.692 0.526

Intenton_3 4.683 0.529

Intention

4 4.582 0.645

Attitude

1 4.651 0.633

Attiude_2 4.762 0.428

Attitude

3 4.751 0.471

Attitude_4 4.583 0.725

Attitude

5 4.682 0.574

Enjoyment_1 4.702 0.538

ment

2 4.692 0.555

Enjoyment_3 4.651 0.567

ment

4 4.584 0.656

Enjoyment_5 4.573 0.658

Sustainability_1 3.223 0.909

Sustainabilit

2 3.242 0.888

Sustainability_3 3.251 0.883

Sustainabilit

4 3.584 0.834

Econfit_1 4.104 0.905

Econfit

2 4.622 0.589

Econfit_3 4.223 1.004

Econfit

4 4.092 1.045

Econfit_5 4.761 0.428

Reputation_1 4.762 4.403

utation

2 4.821 0.355

Reputation_3 4.851 0.355

utation

4 4.853 0.355

Source: Primary Data Processed (2020)

Table 5. Hypothesis Test Results

Model

Unstand-

Coef.B

R-Squared t-stac Sig. VIF

Attitude

)

0.401 0.253 6,581 0.000 1.000

Enjoyment

)

0.287 0.129 4,362 0.000 1.000

Sustainability

)

0.077 0.015 1,382 0.085 1.000

Economy

Benefit

(H4)

0.320 0.222 6,044 0.000 1.000

Reputation

)

0.829 0.426 9.738 0.000 1.000

Model

Unstandardized

Coeficients B

R-Squared Sig. VIF

ICAESS 2021 - The International Conference on Applied Economics and Social Science

476

Attitude

)

0.401 0.253 0.000 1.000

Enjoyment

)

0.287 0.129 0.000 1.000

Sustainability

)

0.077 0.015 0.085 1.000

Economy Benefit

(H4)

0.320 0.222 0.000 1.000

Reputation

)

0.829 0.426 0.000 1.000

Source: Primary Data Processed (2020)

The first hypothesis (H1) states that the perception

of attitude has a positive effect on the intention to be

a GOJEK driver. The results show that the

significance level of 0.000 and t-stac 6.581, so

hypothesis 1 is supported. The meaning is, the higher

the attitude perception of an individual towards

GOJEK, the higher the intention to become a GOJEK

driver. The results of this study are in line with

research conducted by Sung, Kim, & Lee (2018) who

examined the effect of attitude on the intention to use

Airbnb services in South Korea and found that

attitude affected someone's intention to join Airbnb's

services. This is because perception related to attitude

is the main determinant of a person's behavior in

doing something. Attitudes toward behavior refer to

the extent to which a person has an evaluation or

assessment that is favorable or unfavorable (Ajzen,

1991). The theory of attitude and behavior (Theory of

Attitudes and Behavior) developed by Triandis

(1980), states that a person's behavior is determined

by attitudes related to what people want to do.

The second hypothesis (H2) states that the

perception of enjoyment has a positive effect on the

intention to be a GOJEK driver. The results show that

the significance level of 0.000 and t-stac 4.362, so

hypothesis 2 is supported. Meaning, the higher the

perception of enjoyment of an individual towards

GOJEK, the higher the intention to become a GOJEK

driver. The results of this research are in line with

research conducted by Hamari, Sjoklint, & Ukkonen

(2015) which examines the effect of perception of

enjoyment towards someone's intention to participate

in collaborative consumption or sharing economy on

Sharetribe services. The results of Hamari, Sjoklint,

& Ukkonen (2015) research found that there was a

positive influence on the perception of enjoyment on

the intention to participate in collaborative

consumption in Sharetribe services in Finland. This

study is also in line with research by Kim, Yoon, &

Zo (2015) which found the results under the

perception of enjoyment had a significant positive

effect on the intention to participate in sharing

economy on Amazon Mechanical Turk services.

Other research that is in line with this research is the

research of Lee, Chan, Balaji, & Chong (2015) who

found that enjoyment has an effect on one's intention

to contribute to the sharing economy service, namely

UBER in Hong Kong. Next is a study by Hawlitschek,

Teubner, & Gimpel (2016) who found that enjoyment

influence the intention to contribute to the sharing

economy services, namely Airbnb and Ebay, to

students at the Karlsruhe Institute of Technology,

Germany. Research by Yang & Ahn (2016) also

found that enjoyment affected the intention to

participate in sharing economy, namely Airbnb in

South Korea. This can be caused because the

perception of enjoyment is a feeling from within an

individual that is created in the form of pleasure,

comfort, and satisfaction in carrying out an activity or

job. The perception of enjoyment becomes an

underlying factor in one's internal motivation to carry

out an activity. This is in line with the theory of the

theory of self-determination by Ryan & Deci (1985)

who argues that intrinsic motivation arises from

intrinsic values such as enjoyment related to the

activity given. Participating in GOJEK makes

individuals have enjoyments such as freedom of

working hours, can determine targets to be achieved

and is not pressured by superiors who make these

individuals will feel enjoy and get satisfaction at work.

In the theory of job satisfaction (job satisfaction)

states the higher the aspects of work in accordance

with individual expectations, the higher the level of

perceived satisfaction (Robbinsq & Judge, 2013).

The third hypothesis (H3) states that the

perception of sustainability has a positive effect on

the intention to be a GOJEK driver. The results show

that the significance level of 0.00845 and t-stac 1.382,

so hypothesis 3 is not supported. The results of this

hypothesis are in line with research conducted by

Hamari, Sjoklint, & Ukkonen (2015) which examines

the effect of perceived sustainability one's intention

to participate in collaborative consumption or sharing

economy in Sharetribe services. The results of

Hamari, Sjoklint, & Ukkonen (2015) research found

that there was no influence between sustainability

perception on the intention to participate in

collaborative consumption in Sharetribe services in

Finland. This is due to the perception that

sustainability is only an important factor in internal

motivation for some individuals who have high

environmental or ecological awareness in the city of

Batam, so that for other individuals the perception of

sustainability does not have an important influence on

the intention to become a driver GOJEK in Batam city.

This research is not in line with research conducted

by Tussyadiah (2014) which found that sustainability

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477

affects the intention to participate in collaborative

contributions or sharing economy. Research by

Daunoriene, Draksaite, Snieska, & Valodkiene (2015)

also found that sustainability is an important factor

for individuals to do a job. Research by Hawlitschek,

Teubner, & Gimpel (2016) also found that

sustainability affects the individual's intention to

participate in the sharing economy, which is to

become a UBER driver.

The fourth hypothesis (H4) states that the

perception of economic benefits has a positive effect

on the intention to become a GOJEK driver. The

results show that the significance level of 0.000 and

t-stac 6.044, so hypothesis 4 is supported. Meaning,

the higher the perception of economic benefits

(economy benefit) of individuals towards GOJEK,

the higher the intention to become a GOJEK driver.

The results of this hypothesis are in line with research

conducted by Hamari, Sjoklint, & Ukkonen (2015)

which examines the effect of perception of profit

economy to one's intention to participate in

collaborative consumption or sharing economy in

Sharetribe services. The results of Hamari, Sjoklint,

& Ukkonen (2015) research found that there was a

positive effect on the perception of economic benefits

on the intention to participate in collaborative

consumption in Sharetribe services in Finland.

This research is also in line with research by

Tussyadiah (2014) which found that economic

benefits have an effect on the intention to participate

in collaborative consumption and is the highest

motivation for Airbnb drivers in Amsterdam. Other

studies that are consistent with this research are Kim,

Yoon, & Zo (2015) who found that economic benefits

affect the intention of a person to contribute to the

sharing economy service namely Airbnb in South

Korea. Next is a study by Lee, Chan, Balaji, & Chong

(2015) who found that economic benefits affect the

person's intention to contribute to the sharing

economy service, namely UBER in Hong Kong.

Further research is Hawlitschek, Teubner, & Gimpel

(2016) who also found that economic benefits are a

major factor influencing one's intention to contribute

to sharing economy in this case on Airbnb services in

Germany. The results of the same study by Bocker &

Meelen, (2017) found that economic benefits

influenced an individual to participate in a sharing

economy service, namely Peerbay in Amsterdam, the

Netherlands. Research by Valente, Patrus, &

Guimaraes (2019) found that economic benefits

became the motivation for individuals to become

UBER drivers in the city of Belo Horizonte, Brazil.

This can be the main reason why people choose to

participate or work in business with the concept of

sharing economy is the economic benefits that are

obtained. Perception of economic benefits (economic

benefits) is an external motivation that can be

classified into cost savings and income increment.

The theory of self-determination by Ryan & Deci

(1985) extrinsic motivation related to monetary

benefits can influence individuals to determine the

activities or work to be performed. The economic

benefits gained from the sharing economy service,

GOJEK, are income from services and bonuses every

day, which are very beneficial for individuals who

participate in these services.

The fifth hypothesis (H5) states that the

perception of reputation has a positive effect on the

intention to be a GOJEK driver. The results show that

the significance level of 0.000 and t-stac 9.738, so

hypothesis 5 is supported. Meaning, the higher the

perception of reputation perception of an individual

towards GOJEK, the higher the intention to become a

GOJEK driver. The results of this study are in line

with research conducted by Hamari, Sjoklint, &

Ukkonen (2015) who examined the effect of

perceptions of reputation on one's intention to

participate in collaborative consumption or sharing

economy in Sharetribe services. The results of

Hamari, Sjoklint, & Ukkonen (2015) research found

that there was a positive influence of perceptions of

reputation on the intention to participate in

collaborative consumption in Sharetribe services in

Finland. The results of the same study by Kim, Yoon,

& Zo (2015) found that reputation has an influence on

one's intention to participate in the sharing economy

service namely Airbnb in South Korea.

Reputation is an important element for a company

because an indicator of a company's success can be

judged by the good or bad reputation of the company.

This reputation becomes the individual's external

motivation to contribute to a service because

individuals can judge the good or bad of the service.

GOJEK is the first-rate sharing economy service in

Indonesia, so individuals will not hesitate to

participate in the service. So, in this study reputation

perceptions affect the intention to become a GOJEK

driver.

5 CONCLUSIONS

This research has the first objective is to analyze the

internal motivations that influence a person to

become a GOJEK driver in Batam City. Second, to

analyze the external motivations that influence

someone to be a GOJEK driver in Batam City.

Internal motivation that influences the intention to

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become a GOJEK driver is measured by 3 items,

namely attitude perception, enjoyment perception and

sustainability perception. External motivation that

influences the intention to become GOJEK driver is

measured by 2 items, namely the perception of

economic benefits and reputation. The data collection

method in this study used a questionnaire distributed

to GOJEK drivers for 1 month from 19 November

2019 - 19 December 2019. The sample used in this

study was 130 respondents.

The results show that attitude perception can

increase intention to be a GOJEK driver. Enjoyment

perception can increase intention to be a GOJEK

driver. Economic benefit perception and reputation

reputation have a positive effect on the intention to

become a GOJEK driver. While the perception of

sustainability does not matter. The results of this

study are in line with research conducted by Hamari,

Sjoklint, & Ukkonen (2015) who found that

perceptions of attitude, enjoyment, perception of

economic benefits and perception of reputation have

a positive effect on intention participate in

collaborative consumption at Sharetribe services in

Finland. While the perception of sustainability does

not matter.

Limitations in this study first, the sample only 130

GOJEK drivers who drove two wheels with full time

criteria and had been registered in GOJEK Batam for

at least 6 months. Second, the questionnaire was only

distributed to GOJEK drivers in the Batam Center

area for a period of 1 month. Third, this study only

uses 5 independent variables. Internal motivation is

measured by perception of attitude, perception of

enjoyment and perception of sustainability. External

motivation is measured by the perception of

economic benefits and the perception of reputation.

Fourth, the method of data collection in this study

only used a 5-point Likert scale questionnaire

instrument.

The next researcher is expected to be able to

increase the number of samples by distributing

questionnaires to four-wheeled vehicle drivers,

adding the period of distribution of questionnaires for

3-6 months and spreading in areas other than Batam

Center so that they get better results, using different

measurements in their research in order to see a

comparison of research results and adding data

collection methods such as interviews and

observations.

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