Consumer Choice Decision for Airport Taxi at I Gusti Ngurah Rai International Airport

A taxi service provided by the I Gusti Ngurah Rai International Airport plays an important role in meeting the transportation needs of travelers, as it provides a convenient and effective means for people to go from the airport to their destination. However, in today’s competitive industry, airport taxi service may find it difficult to attract and retain a growing number of passengers. This research aims to identify strategies that can be used by airport taxi service, where this research will focus on identifying significant attributes that influence passengers’ decisions to use airport taxi services and determine the most effective strategies in an effort to increase the number of passengers. The research analysis was conducted using a discrete choice model approach to determine individual behavior. Multinomial logistic regression (MNL) model was used for the three alternative mode choices observed between Taxi, Minivan, and Grab. The model uses influential attributes such as waiting time, travel time, price, safety, convenience, capacity, and promotion. The research data was obtained quantitatively with data collection techniques using questionnaires with respondents spread across major cities in Indonesia. Based on the results of the analysis, it shows that the most significant attributes affecting taxi selection are safety, price, convenience, travel time, and capacity.