From Students for Students: Innovation Adoption of the KO-MAH Online Ride-Hailing Service

Maulana rizki adha; Rita Juliani Br. Purba; Nur Afrilizya; Gizca Azalia Milano; Muhammad Alif Andika Putra; Muhammad Badri

From Students for Students: Innovation Adoption of the KO-MAH Online Ride-Hailing Service

Authors

Maulana rizki adha Universitas Islam Negeri Sultan Syarif Kasim Riau
Rita Juliani Br. Purba Universitas Islam Negeri Sultan Syarif Kasim Riau
Nur Afrilizya Universitas Islam Negeri Sultan Syarif Kasim Riau
Gizca Azalia Milano Universitas Islam Negeri Sultan Syarif Kasim Riau
Muhammad Alif Andika Putra Universitas Islam Negeri Sultan Syarif Kasim Riau
Muhammad Badri Universitas Islam Negeri Sultan Syarif Kasim Riau

Keywords:

Adoption of innovation, sharing economy, ride-hailing, student innovation

Abstract

Student mobility on campus often presents a challenge due to the distance between buildings, limited internal transportation options, and high travel costs, creating a need for more adaptable mobility solutions. In response, students at Universitas Islam Negeri Sultan Syarif Kasim Riau developed the Kece Ojek Mahasiswa (KO-MAH). This "from-students-for-students" transportation innovation operates solely through WhatsApp groups, rather than commercial ride-hailing applications. This study aims to examine the adoption of the KO-MAH service using the Diffusion of Innovations framework, which includes the stages of knowledge, persuasion, decision, implementation, and confirmation. A descriptive quantitative method was employed involving 100 respondents. Data were collected using a 1–4 Likert scale questionnaire and analyzed based on the average score for each adoption stage. The findings reveal a high level of adoption, specifically in knowledge (83.2%), persuasion (81.2%), decision (78.4%), implementation (79.2%), and confirmation (80.8%). These results suggest that KO-MAH is widely accepted due to its relative advantage, compatibility with student mobility needs, ease of use through WhatsApp, and strong interpersonal communication within the campus community. Overall, the study demonstrates that community-based campus transportation innovations can achieve effective adoption even with simple technology, as long as they remain relevant to user needs and gain social legitimacy within the student population. Students from various campuses in Riau and West Sumatra then adopted this innovation model.

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From Students for Students: Innovation Adoption of the KO-MAH Online Ride-Hailing Service