Identification of Surabaya Community Behavior Towards the Use of Wira Wiri Suroboyo as a Mode of Public Transportation
Abstract
Wira Wiri Suroboyo is a public transportation system operated by the Surabaya city government since 2023, aimed at reducing traffic congestion and environmental pollution caused by private vehicle usage. Despite its introduction, this mode of transportation has not yet achieved a significant shift among residents toward adopting Wira Wiri Suroboyo. To address this, the government must understand the behavior of Surabaya's residents regarding public transportation usage. Behavioral insights can serve as critical input for designing effective strategies to encourage people to transition to Wira Wiri Suroboyo. This research focuses on identifying the behavioral patterns of Surabaya residents who choose Wira Wiri Suroboyo as their public transport option, utilizing the Theory of Planned Behavior (TPB) framework. TPB provides an analytical model to evaluate behavior based on an individual’s perceived control over their actions. Data for the study was collected through questionnaires distributed to Surabaya residents who use Wira Wiri Suroboyo. The findings reveal that attitude, perceived behavioral control, and behavioral intentions significantly influence user behavior. However, the subjective norm variable does not substantially impact the behavioral intentions of the Surabaya community in this context.
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