Transportasi merupakan alat yang membantu manusia mencapai suatu tempat dengan waktu yang lebih cepat. Di Indonesia terdapat beberapa macam alat transportasi yang dapat digunakan oleh masyarakat, begitu pula di kota Tarakan dengan pilihan alat transportasi yang tersedia lebih beragam. Dengan berkembangnya teknologi sekarang tersedia berbagai tipe moda transportasi yang melayani publik seperti moda angkutan umum dalam trayek dan angkutan sewa khusus (online). Beroperasinya angkutan sewa khusus berbasis online di kota Tarakan belakangan ini memberikan dampak menurunnya minat pelanggan menggunakan angkutan umum dalam trayek menunjang pergerakannya. Fenomena ini menarik untuk dilaksanakan penelitian untuk mengetahui jenis transportasi umum terbaik dan variabel yang sangat berpengaruh dalam pemilihan transportasi umum oleh pelanggan dalam melakukan perjalanan di kota Tarakan. Studi pemilihan transportasi umum ini menggunakan metode AHP (Analytical Hierarchy Process), dengan atribut penelitian terdiri dari: biaya, keamanan, kenyamanan, kemudahan mendapatkan moda, waktu perjalanan, dan pelayanan. Data primer diperoleh melalui wawancara/kuesioner kepada aktor/responden yang dipilih metode acak sederhana (simple random sampling). Jumlah responden ditentukan dengan rumus Yamane atau lebih umum dikenal sebagai rumus Slovin menggunakan data jumlah penduduk kota Tarakan Tahun 2021, dan diperoleh sebanyak 100 orang responden. Hasil analisis menunjukan moda angkutan umum yang dipilih pelanggan berdasarkan kriteria yang ditentukan adalah Angkutan Umum Sewa Khusus (online) dengan nilai rata-rata sebesar 5,965 dibanding Angkutan Umum Dalam Trayek dengan nilai rata-rata sebesar 5,711. Kriteria yang berpengaruh bagi pelanggan dalam pemilihan Angkutan Umum adalah kriteria biaya dengan nilai bobot sebesar 36,479, diikuti kriteria kemudahan mendapatkan moda dengan nilai 14,591, kriteria keamanan dengan nilai 12,906, kriteria pelayanan dengan nilai 12,706, kriteria kenyamanan dengan nilai 12,177, dan kriteria waktu pelayanan dengan nilai 11,165.

Kata kunci: Angkutan Umum Sewa Khusus (online), Angkutan Umum Dalam Trayek, AHP (Analytical Hierarchy Process)

Humans can get from one area to another more quickly with the use of transportation. The population in Indonesia has access to a variety of transportation options, and Tarakan offers an even wider range of available modes of transportation. Technology advancements have made a variety of public transportation options available, including on-route public transit and specialized rental transportation (online). Customers' interest in using public transportation on routes that support their movements has lately decreased as a result of the operation of online-based customized rental transportation in the city of Tarakan. It would be interesting to conduct research on this phenomenon to determine the optimum form of public transportation and the factors that had a significant impact on travelers' decisions to use public transportation in Tarakan. The cost, safety, convenience, simplicity of obtaining modes, journey time, and service were among the research attributes included in this study of public transit selection using the AHP (Analytical Hierarchy Process) methodology. Primary data were collected by asking actors and respondents who were chosen at random (random sampling) to fill out questionnaires or interviews. Using information on the population of the city of Tarakan in 2021, the Yamane formula, also known as the Slovin formula, was used to calculate the number of respondents, and a total of 100 respondents were obtained. The analysis's findings indicated that Special Lease Public Transportation (online), which had an average value of 5.965 compared to Public Transport on Routes' average value of 5.711, was the mode of public transportation that clients selected based on the provided criteria. The cost factor, which had a high value of 36.479, was one that influences customers' decisions to use public transportation, followed by the case of securing a mode of transportation factor, which had a value of 14.591, the security factor, which had a value of 12.906, the service factor, which had a value of 12.706, the convenience factor, which had a value of 12.177, and the service time factor, which had a high value of 11.165. Keywords: Special Lease Public Transport (online), Public Transport on Routes, AHP (Analytical Hierarchy Process)