PERILAKU KONSUMEN DALAM MEMILIH TRANSPORTASI ONLINE DI PEMATANGSIANTAR

Hezkia Togatorop; Leo Fernando Simatupang; Clarin Agne Alenta Simarmata; Jogi Wilson Marojahan Manurung; Lilis Cristin Saragih; Anche Srylady Purba; Grace Natasya Sinaga

doi:10.36989/didaktik.v12i02.16022

Hezkia Togatorop Universitas HKBP Nommensen Pematangsiantar
Leo Fernando Simatupang Universitas HKBP Nommensen Pematangsiantar
Clarin Agne Alenta Simarmata Universitas HKBP Nommensen Pematangsiantar
Jogi Wilson Marojahan Manurung Universitas HKBP Nommensen Pematangsiantar
Lilis Cristin Saragih Universitas HKBP Nommensen Pematangsiantar
Anche Srylady Purba Universitas HKBP Nommensen Pematangsiantar
Grace Natasya Sinaga Universitas HKBP Nommensen Pematangsiantar

DOI: https://doi.org/10.36989/didaktik.v12i02.16022

Keywords: consumer behavior, online transportation, purchase decision, ease of use, Pematangsiantar

Abstract

This study aims to analyze consumer behavior in choosing online transportation in Pematangsiantar City. The growing use of online-based transportation applications has become a relevant phenomenon to be studied from the perspective of consumer behavior. The method used in this study is a quantitative descriptive method with data collection techniques through questionnaires distributed to 100 respondents who are online transportation users in Pematangsiantar City. Data analysis uses descriptive statistics and multiple linear regression. The results show that the factors of ease of application use, price affordability, service security, and service quality significantly influence consumer decisions in choosing online transportation. Among these factors, ease of application use is the most dominant factor influencing consumer decisions. These findings provide practical implications for online transportation service providers to continuously improve the quality of the application interface and services in order to retain and increase user loyalty in Pematangsiantar City.

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