Kebutuhan masyarakat terhadap angkutan transportasi sangat tinggi seiring pertumbuhan penduduk yang pesat, kemajuan teknologi dibidang transportasi menghasilkan angkutan transportasi online yang sangat diminati seperti taksi online. Penetapan tarif angkutan dalam online seperti Maxim Car dan Grab Car di Kota Tarakan menjadi isu penting dalam layanan transportasi berbasis aplikasi. Tarif yang ditetapkan harus mempertimbangkan berbagai faktor, seperti biaya operasional daya beli masyarakat, regulasi pemerintah, serta persaingan di layanan transportasi online. Tujuan penelitian ini untuk mengetahui tarif berdasarkan BOK, Ability To Pay (Kemampuan membayar) dan Willingness To Pay (Keinginan membayar) pengguna jasa Maxim Car dan Grab Car di Kota Tarakan. Metode penelitian yang digunakan dalam penelitian ini adalah mixed methods yang menggabungkan metode kuantitatif dan kualitatif. Data kuantitatif berupa kuesioner pengguna Maxim Car dan Grab Car dengan jumlah 100 responden dan untuk data kualitatif berupa wawancara serta dokumentasi kepada pemilik mobil Maxim Car dan Grab Car. Berdasarkan hasil penelitian dapat diketahui bahwa tarif menurut Biaya Operasional Kendaraan Maxim Car adalah Rp. 8.000,00, nilai Ability To Pay adalah Rp. 25.240,00 dan nilai Willingness To Pay adalah Rp. 19.680,00. Untuk tarif menurut Biaya Operasional Kendaraan Grab Car adalah Rp. 8.421,00, nilai Ability To Pay adalah Rp. 27.030,00 dan nilai Willingness To Pay adalah Rp. 22.760,00.

Kata Kunci : Biaya, Kemampuan, Keinginan, Tarif angkutan online

The community’s need for transportation is very high, along with rapid population growth; technological advances in transportation produce online transportation in great demand, such as online taxis. Pricing of online transportation such as Maxim Car and Grab Car in Tarakan is a crucial issue in application-based transportation purchasing power, government regulations, and competition in online transportation services. This study aimed to determine the tariff based on BOK, Ability To Pay, and Willingness To Pay of Maxim Car and Grab Car service users in Tarakan. The research method used in this study was mixed methods that combined quantitative and qualitative methods. Quantitative data was collected through questionnaires of Maxim Car and Grab Car users with 100 respondents, and qualitative data was collected through interviews and documentation with Maxim Car and Grab Car owners. Based on tehe results of the study, it can be seen that the tariff according to the Maxim Car Vehicle Operating Cost is Rp. 8,000.00, the Ability To Pay value is Rp. 25,240.00, and the Willingness To Pay value is Rp. 19,680.00. For fares according to Grab Car Vehicle Operating Costs is Rp. 8,421.00, the Ability To Pay value is Rp. 27,030.00, and the Willingness To Pay value is Rp. 22,760.00. Keywords : Cost, Ability, Willingness, Online transportation fare