Examining the Role of Price and Comfort Perception in Shaping Urban Transit Behaviour: A TPB-Based Study of TransJakarta Users

Abstract

This study examines the influence of price and comfort perceptions on individuals’ attitudes, subjective norms, and perceived behavioural control when using public buses in Jakarta (TransJakarta). Unlike prior literature, which predominantly focuses on the relationship between Theory of Planned Behaviour (TPB) constructs and behavioural intention, this research specifically evaluates the influence of external variables on each constituent dimension of the TPB framework. This empirical effort to examine the antecedents of TPB variables is essential for mapping public transportation service strategies in densely populated urban environments. A quantitative research design was employed using an online survey, with data collected from active TransJakarta users via non-probability snowball sampling. A total of 268 respondents who utilise this transportation mode for daily mobility were recruited (Mean: 1.75; SD: 0.434; Female: 201). Data were analysed using JASP 0.93.3, employing Factor Analysis followed by Path Modelling (SEM) to validate the measurement model and test the structural relationships between variables. The analysis results indicate that individuals' perceptions of comfort are significantly and positively related to all three TPB factors: attitude, subjective norms, and perceived behavioural control (CFI = 0.962, TLI = 0.935, and RMSEA = 0.07). Conversely, price perception did not exhibit a statistically significant influence on these three psychological constructs. This study highlights the critical role of convenience as a primary factor influencing public transport acceptability. Based on these findings, service quality enhancements focused on customer convenience — such as seat availability, cleanliness, and punctuality — may be more effective than fare reductions in improving behavioural intention and ensuring sustainable ridership growth.