( Institut Teknologi Sepuluh Nopember )
https://doi.org/10.24089/j.sisfo.2025.08.004
Keywords: Ride-hailing,Multihoming,Taksi Motor,Strategi Pengemudi,Persaingan Platform
This study analyzes multihoming strategies adopted by ride-hailing drivers, particularly motorcycle taxi drivers, as a form of adaptation to the increasingly complex dynamics of the industry. Multihoming refers to the practice of using more than one ride-hailing platform, either simultaneously or alternately, to maximize opportunities for obtaining passengers. Employing a Case Study Research (CSR) design with a qualitative approach, the study collected data through semi-structured interviews with 16 motorcycle taxi drivers in Surabaya who had actively used at least two platforms within the past six months. Data analysis was conducted using open coding to identify patterns of adaptive actions undertaken by drivers. The study identifies four types of multihoming strategies, which are mapped into a two-dimensional typology based on Decision Orientation and Platform Usage: Opportunistic Chaser, Strategic Multitasker, Adaptive Switcher, and Strategic Planner. These strategies evolve over both the short and long term and play a role in maintaining income stability rather than directly increasing earnings.