Pengaruh Attitude, Subjective Norms, Perceived Behavioural Control, dan Brand Image terhadap Intention To Use Suroboyo Bus dalam Mendukung Pencapaian SDGs di Surabaya

The Influence of Attitude, Subjective Norms, Perceived Behavioral Control, and Brand Image on Intention to Use Suroboyo Bus in Supporting the Achievement of SDGs in Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh attitude, subjective norms, perceived behavioural control, dan brand image terhadap intention to use Suroboyo Bus dalam mendukung pencapaian Sustainable Development Goals (SDGs) di Surabaya. Permasalahan rendahnya minat masyarakat untuk beralih ke transportasi publik menjadi latar belakang penelitian ini, meskipun Suroboyo Bus telah hadir sebagai transportasi ramah lingkungan yang mendukung pengurangan emisi dan kemacetan di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan sampel purposive sampling melalui penyebaran kuesioner kepada 190 responden masyarakat Surabaya yang belum pernah menggunakan Suroboyo Bus namun telah mengetahui keberadaannya, dengan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square (PLS) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa subjective norms dan brand image memiliki pengaruh signifikan terhadap intention to use Suroboyo Bus, sedangkan attitude dan perceived behavioural control tidak berpengaruh signifikan. Hasil ini menunjukkan bahwa dukungan sosial dari lingkungan sekitar dan persepsi positif masyarakat terhadap citra Suroboyo Bus menjadi faktor penting yang mendorong niat masyarakat untuk menggunakan transportasi publik ini. Temuan ini diharapkan dapat menjadi masukan bagi pemerintah dan pengelola Suroboyo Bus dalam menyusun strategi komunikasi, edukasi publik, serta peningkatan citra layanan untuk mendorong peralihan masyarakat ke transportasi publik demi mendukung pencapaian pembangunan berkelanjutan di Surabaya.

This study aims to analyze the influence of attitude, subjective norms, perceived behavioural control, and brand image on the intention to use Suroboyo Bus in supporting the achievement of Sustainable Development Goals (SDGs) in Surabaya. The background of this research stems from the low public interest in switching to public transportation, even though Suroboyo Bus has been introduced as an environmentally friendly mode of transport that helps reduce emissions and traffic congestion in Surabaya. This quantitative research employed a survey method by distributing questionnaires to 190 respondents in Surabaya who had never used Suroboyo Bus but were aware of its existence, using purposive sampling techniques. Data were analyzed using Partial Least Square (PLS) to test the relationships between variables. The results indicate that subjective norms and brand image significantly influence the intention to use Suroboyo Bus, while attitude and perceived behavioural control do not show a significant effect. These findings suggest that social support from the surrounding environment and the public's positive perception of the brand image of Suroboyo Bus are crucial factors in encouraging the intention to use this public transportation. It is expected that these results can provide valuable insights for the government and Suroboyo Bus management in designing effective communication strategies, public education, and service image enhancement to encourage the public to switch to public transportation, thereby supporting the achievement of sustainable development in Surabaya.