“Salam Satu Aspal” Strategi Bertahan Hidup Para Driver Ojek Online (Studi Kasus: Driver Ojek Online di Kecamatan Medan Tembung, Kota Medan)

Abstract

In the context of an uncertain economy, online motorcycle taxi drivers often encounter various challenges, including income fluctuations, intense competition, and policy changes. The research employs a qualitative method with a case study approach, involving in-depth interviews with several online motorcycle taxi drivers in Medan. The results indicate that common survival strategies include: 1.Waiting for Passengers (ngalong) until late at night or even into the morning to maximize time and income opportunities. 2.Waiting for Passengers in Specific Areas (ngeteem) as a way to reach more customers, reflecting the importance of strategic location. 3.Adapting to Consumers by understanding their needs and preferences, thus providing more tailored services. 4.Using Multiple Online Motorcycle Taxi Applications to broaden reach and income, demonstrating that platform diversification is crucial in facing competition. The discussion in this research highlights that these strategies not only reflect individual responses to challenges but also emphasize the need for support from online taxi platforms and the government. This is essential for creating a more sustainable and responsive ecosystem for drivers. This research provides insights into how online motorcycle taxi drivers can adapt and survive in difficult economic situations, while stressing that collaboration among drivers, platforms, and the government can enhance the sustainability of the online motorcycle taxi industry in the future.Online Ojek Drivers in Medan Tembung District, Medan City