PREFERENSI GENERASI Z DALAM MEMILIH BEKERJA SEBAGAI DRIVER GOJEK DI KOTA MALANG

The purpose of the research entitled 'Generation Z Preferences in Choosing to Work
as a Gojek Driver in Malang City' is to identify the preferences that lead Generation
Z to choose to work as Gojek drivers in terms of economy, time flexibility, job
opportunities, and social factors. This is because the Central Statistics Agency
(BPS) has indicated since 2021 that Generation Z is considered more suited to work
in online motorcycle taxis to e-commerce due to the decline in job creation in the
formal sector. The approach used is a qualitative approach with a descriptive
method. The methods used in data collection are observation, interviews with seven
subjects with work experience ranging from less than 1 year to 5 years, Gojek
drivers born between 1995 and 2010, and documentation. The collected data is then
analyzed using Preference Theory by Cathrine Hakim, which consists of 3 concepts
namely: Economic Preferences, Social Preferences, and Time Preferences. The
research results show that Generation Z's preference for working as a Gojek driver
is that a Gojek job is not bound by a contract, has flexible working hours because
they can manage their own time between working and attending college, a bonus
system that can provide additional income, ease of access, registration that is very
easy, only requiring a driver's license, ID card, and a motor vehicle. In addition,
many drivers are influenced or invited by friends and relatives to join as Gojek
drivers in Malang City.