Transportasi darat sebagai kebutuhan yang penting untuk mengangkut penumpang dengan sistem sewa atau bayar. Kota Tarakan merupakan salah satu kota yang memiliki moda transportasi darat berupa Taksi Bandara Juwata. Untuk meningkatkan pelayanan Taksi Bandara Juwata Tarakan dengan mengkaji tarif kemampuan dan kemauan membayar masyarakat. Tujuan dari penelitian ini adalah untuk menghitung besaran tarif berdasarkan biaya operasional kendaraan (BOK), menentukan tarif Ability To Pay (ATP) dan Willingness To Pay (WTP). Data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Data primer berupa kuesioner dan untuk data sekunder berupa jumlah penumpang 1 tahun terakhir, data tarif Taksi Bandara Juwata Tarakan yang beroperasi, komponen biaya langsung dan tidak langsung. Pengujiannya dilakukan menggunakan SPSS versi 25 dan data yang diperoleh diambil dari Badan Pusat Statistik (BPS) di Kota Tarakan. Metode penelitian yang digunakan dalam penelitian ini adalalah kuantitatif, metode analisis data yang digunakan berdasarkan Tarif Biaya Operasional Kendaraan (BOK), Ability To Pay (ATP) dan Willingness To Pay (WTP) pada supir taksi dan penumpang Taksi Bandara Juwata dengan jumlah responden 100. Berdasarkan hasil penelitian dapat diketahui bahwa tarif penumpang/km untuk ring 1 sebesar Rp. 3.195,64 dengan rata-rata Biaya Operasional Kendaraan (BOK) Taksi Bandara Juwata sebesar Rp. 76.695,41 dengan tarif yang berlaku saat ini sebesar Rp. 85.000,00. Ability To Pay (ATP) untuk tarif Taksi Bandara Juwata Tarakan sebesar Rp. 152.171,50, Willingnes To Pay (WTP) tarif Taksi Bandara Juwata Tarakan sebesar Rp. 89.049,66. Penumpang Taksi Bandara Juwata bersedia membayar lebih terhadap peningkatan jasa pelayanan apabila keamanan, kenyamanan dan ketersedian fasilitas Taksi Bandara Juwata Tarakan ditingkatkan.

Kata Kunci : Bandara, Biaya, Kemampuan, Kemauan, Taksi

Land transportation is necessary to transport passengers with a rental or pay system Tarakan City is one of the cities with a land transportation mode, namely Juwata Airport Taxi To improve the service of Juwata Tarakan Airport Taxi, the researcher reviewed the tariff ability and willingness to pay the community. The purpose of this research was to calculate the number of tariffs based on vehicle operating costs (BOK) and determine the Ability To Pay (ATP) and Willingness To Pay (WTP) tariffs. The data used in this research were primary and secondary. Primary data was taken from the questionnaire, and secondary data was the number of passengers in the last year, tariff data for Juwata Tarakan Airport Taxi operating, and direct and indirect cost components. The testing data was carried out using SPSS version 25, and the secondary data obtained was taken from the Central Statistics Agency (BPS) in Tarakan City. The research method was quantitative, the data analysis method was used based on the Vehicle Operating Cost (BOK) Tariff, Ability To Pay (ATP), and Willingness To Pay (WTP) of taxi drivers and Juwata Airport Taxi passengers with 100 respondents. Based on the research results, the passenger/km tariff for ring 1 was Rp. 3,195.64 with an average Vehicle Operating Cost (BOK) of Juwata Airport Taxi of Rp 76,695 41 with the current tariff of Rp 85,000.00 Ability To Pay (ATP) for the Juwata Tarakan Airport Taxi fare was Rp. 152,171 50, Willingness To Pay (WTP) for the Juwata Tarakan Airport Taxi fare was Rp. 89.049 66, Juwata Airport Taxi passengers were willing to pay more for increased services if the security, comfort, and availability of Juwata Tarakan Airport Taxi facilities were improved. Keywords: Airport, Cost, Ability, Willingness To Pay, Taxi