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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Leo Fernando Simatupang
Universitas HKBP Nommensen Pematangsiantar
Education

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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
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 02 (2026): Volume 12 No. 2, Juni 2026 Public
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i02.16022

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.
Co-Authors Anche Srylady Purba Clarin Agne Alenta Simarmata Grace Natasya Sinaga Hezkia Togatorop Jogi Wilson Marojahan Manurung Lilis Cristin Saragih