Efek identitas pada pembentukan norma sosial pejalan kaki (The effect of identity on modifying the pedestrian social norms)

The incident of human collisions on pedestrian path, including zebra cross, creates trip or travel delay and affects economical inefficiency. This intervention study is conducted to test the effectiveness of provincial norms, as a type of norm that uses identity spatially closer to the subject, in modifying left-side crossing behavior on zebra cross applied at and compared to injunctive norms. This research was conducted with A-B-A time series analysis with two comparison group design. After measuring for three weeks four crossing points at Universitas of Indonesia, it is proven that intervention technique using provincial norm significantly succeed in modifying left-side crossing behavior compared to injunctive norms. The formation of left-side crossing behavior also has influence on reducing the occurrence of human collisions on zebra cross.