Analyzing Customer Willingness to Use Bike-Sharing Systems in Developing Countries: An Agent-Based Modeling and Simulation of Surabaya Residents

This research focuses on identifying and analyzing pivotal influencing factors and their interaction in shaping customer willingness to use (WTU) Bike-Sharing Systems (BSS) in Surabaya, Indonesia. A survey involving 112 respondents revealed that 17.86^% of the respondents have been using BSS, 66.07% are aware but haven't used it, and 16.07% are unaware and haven't used it. The survey exhibited that rental price is the most influencing factors among other factors, such as influence from individuals with prior BSS experience, distance to bike stations, bike availability, and station business hour. However, when the interactions among those factors were further observed using agent-based modeling and simulation (ABMS), statistically there is no significant evident that service price is the main determinant factor for people to use BSS. Instead, all five identified factors are mixed and shape people's decision to use BSS. For commercial viability of WTU, this research found that the service prices should be in the range of Rp3,000 to Rp6,000 per hour. This study acted as an initial endeavor to explore the preferences of the Surabaya people toward BSS and illuminated the intricacies and hurdles associated with BSS implementation in Surabaya that may be relevant for BSS providers in other countries.