Skenario Penerapan Gig Ekonomi untuk Meningkatkan Sustainable Performance di Industri Transportasi Daring

Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana penerapan ekonomi gig memengaruhi kinerja keuangan, sosial, dan lingkungan perusahaan transportasi daring di Indonesia. Secara khusus, penelitian ini mengadopsi pendekatan Sustainability Balanced Scorecard (SBSC) untuk mengevaluasi kinerja keberlanjutan perusahaan gig. Selain itu, penelitian ini juga mengembangkan skenario penerapan ekonomi gig yang lebih berkelanjutan. Penelitian ini menggunakan metode campuran (mixed methods) dengan pendekatan kuantitatif dan kualitatif. Data kuantitatif dikumpulkan melalui kuesioner yang disebarkan kepada pekerja gig (mitra driver), pelanggan, serta manajer perusahaan platform transportasi daring di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Sementara itu, data kualitatif diperoleh melalui wawancara mendalam dengan pemangku kepentingan utama, termasuk pekerja, pelanggan, dan perwakilan perusahaan platform. Data yang diperoleh dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) untuk mengukur hubungan antara ekonomi gig dan kinerja berkelanjutan perusahaan transportasi daring. Hasil Penelitian menunjukkan bahwa ekonomi gig memberikan dampak signifikan terhadap kinerja keberlanjutan perusahaan transportasi daring, khususnya dalam perspektif sosial dan lingkungan. Mitra driver merasakan pengaruh yang lebih kuat dibandingkan perusahaan platform, terutama dalam aspek sosial seperti inklusi kerja dan perlindungan, serta aspek lingkungan melalui fleksibilitas kerja yang mendorong efisiensi operasional ramah lingkungan. Sementara itu, dampak ekonomi gig terhadap kinerja keuangan tidak signifikan secara langsung, namun berkontribusi melalui jalur tidak langsung yang melibatkan peningkatan kapabilitas SDM, efisiensi proses bisnis, dan kepuasan pelanggan. Penelitian ini juga menghasilkan skenario strategis berbasis pendekatan TAIDA yang menyoroti pentingnya keseimbangan antara pendapatan mitra, efektivitas strategi lingkungan, dan partisipasi sosial. Oleh karena itu, untuk mewujudkan keberlanjutan jangka panjang, perusahaan perlu mengadopsi strategi adaptif berbasis skenario yang mencakup inovasi layanan hijau, investasi teknologi ramah lingkungan, sistem insentif yang adil, serta program sosial kolaboratif.

This study aims to analyze how the implementation of the gig ekonomi influences the Financial, Social, and Environment performance of daring transportation companies in Indonesia. Specifically, it adopts the Sustainability Balanced Scorecard (SBSC) approach to assess the sustainable performance of gig-based companies. Furthermore, this research seeks to develop scenarios for a more sustainable implementation of the gig ekonomi. A mixed-methods approach is employed, incorporating both quantitative and qualitative methodologies. Quantitative data is collected through surveys distributed to gig workers (driver partners), Customers, and platform company managers in the Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek) area. Meanwhile, qualitative data is obtained through in-depth interviews with key stakeholders, including workers, Customers, and representatives from platform companies. The collected data will be analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine the relationships between the gig ekonomi and the sustainable performance of daring transportation companies. The results of the study show that the gig ekonomi has a significant impact on the sustainability performance of daring transportation companies, especially in Social and Environment perspectives. Driver partners feel a stronger influence than platform companies, especially in Social aspects such as work inclusion and protection, as well as Environment aspects through work flexibility that encourages Environmently friendly operational efficiency. Meanwhile, the impact of the gig ekonomi on Financial performance is not directly significant, but contributes through indirect channels involving increased HR capabilities, business process efficiency, and Customer satisfaction. This study also produces a strategic scenario based on the TAIDA approach that highlights the importance of a balance between partner income, Environment strategy effectiveness, and Social participation. Therefore, to realize long-term sustainability, companies need to adopt a scenario-based adaptive strategy that includes green service innovation, Environmently friendly technology investment, fair incentive systems, and collaborative Social programs.