ABSTRAC
Today, the city of Medan as the capital of North Sumatra province has become a center of economic governance, trade, transportation, and health. With a growing city of Medan, appeared a number of new names that serve passenger taxi operators such as: Nusantara Express Limo, Taxi, Space Bakti, and Koka Pura. This study aimed to observe the behavior of taxi travel, study and analyze the characteristics of taxi users in the city of Medan and see mode choice preferences due to changes in costs, services (facilities) and level of reliability (time). Activities include research conducted a preliminary survey and main survey by distributing questionnaires prepared by the method stated preference. The questionnaires were distributed in shopping malls, airport, hospital, civic center and housing residents. Questionnaire results further processed to obtain characteristics of taxi users and taxi selection model. Some characteristics of taxi users in the city of Medan has successfully obtained the following: the majority of taxi users in the field earn between Rp. 2 million to USD. 4 million, most travel is done from home or go to the house. Most users use a taxi 2-4 times a month or once a week. In many ways, convenience / mobility and speed / time is the main reason for the use of taxis. Mode choice of Taxi has been obtained with the form of linear equation: y = 0144 - 0.0000686X1 - 0.256X2 + 0.022X3. With three attributes, namely: X1are Δ cost, X 2 is Δ time and X3 is a Δ of service. The measurement results of all the attributes of the percentage of influence (R ²) obtained a value of 22.5%
Key Word: taxi, discrate choice, binary logit, stated preference
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