Exploring Latent Segments of Potential Public Transport Users in Jember, Indonesia

Abstract

In most developing countries, public transport services are mostly less reliable and do not meet basic standards, such as operating without fixed schedules. These limitations contribute to strong dependence on private transport modes and make PT less popular. While service-related attributes are widely used, latent attitudinal variables are rarely explored in revealing preferences for PT, especially in understanding preference heterogeneity. To address this gap, this study applies the latent class cluster analysis using attitudinal factors based on the theory of planned behavior with additional variables to reveal heterogeneity in willingness to switch to PT in Jember, Indonesia. The results show that five clusters are identified; they are Reluctant Commuter, Practical Advocate, Environmentally Conscious, Committed Switcher, and Dissatisfied Commuter. Travelers in the Reluctant Commuter cluster are more likely to be frequent motorcycle users. Although showing positive attitudes toward the benefits of using PT, they show high aversion to the service in the future. Those who are more inclined to use PT show higher willingness to walk to PT stops. These travelers are more likely to be young and show higher environmental awareness. Policies to support the future adoption of PT are presented, including the introduction of mobility passes and emphasizing the environmental benefits during promotional activities.