Perpustakaan Digital ITB

Ridesharing has gained attention as an alternative mobility solution, particularly in areas with limited public transport. Beyond economic and environmental benefits, it also facilitates interpersonal interactions, yet empirical evidence on its behavioural drivers and social impacts in rural contexts remains scarce. This paper examines informal ridesharing among government employees in Bolaang Mongondow Regency, North Sulawesi, Indonesia. A two-stage framework was developed. First, a Hybrid Choice Model (HCM) incorporating latent factors such as acceptability, cost–time benefit, social experience, community commitment, and public transport condition together with observable variables was used to analyse participation behaviour. Second, Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to evaluate the relationship between ridesharing usage and social outcomes, with social expansion and social ties as mediators. The results show that acceptability strongly influences participation as a driver, while cost–time benefit is more relevant for passengers. Younger, lower-income, and low educated individuals rely more on ridesharing, while older users are also engaged through socially embedded, non-digital practices. SEM findings indicate that frequent usage promotes social expansion, which subsequently strengthens social ties and inter-divisional friendships. These insights highlight the dual role of ridesharing as both a mobility solution and a facilitator of social integration in rural areas, offering implications for transport planning in regions with limited public transit.