<![CDATA[Perkembangan layanan transportasi berbasis aplikasi daring telah mengubah pola mobilitas masyarakat perkotaan secara signifikan. Ojek online menjadi alternatif utama transportasi karena menawarkan kemudahan akses, efisiensi waktu, serta fleksibilitas penggunaan. Persaingan antarpenyedia layanan ojek online mendorong perusahaan untuk merancang strategi pemasaran yang mampu mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh tarif, promosi, dan kualitas layanan terhadap loyalitas pelanggan ojek online pada aplikasi Maxim di Kota Makassar. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain korelasional. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden pengguna aplikasi Maxim yang dipilih menggunakan teknik purposive sampling. Instrumen penelitian diuji validitas dan reliabilitasnya sebelum digunakan pada penelitian utama. Analisis data dilakukan menggunakan regresi linear berganda yang didukung oleh uji asumsi klasik, uji parsial, uji simultan, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa tarif, promosi, dan kualitas layanan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan, baik secara parsial maupun simultan. Kualitas layanan memiliki kontribusi pengaruh paling besar dibandingkan variabel lainnya. Temuan ini menunjukkan bahwa loyalitas pelanggan terbentuk melalui kombinasi antara keterjangkauan tarif, efektivitas promosi, dan pengalaman layanan yang memuaskan. Penelitian ini diharapkan dapat memberikan kontribusi praktis bagi perusahaan dalam merumuskan strategi pemasaran jasa serta memperkaya kajian akademik di bidang manajemen pemasaran transportasi online. The development of online-based transportation services has significantly transformed urban mobility patterns. Online motorcycle taxis have become a primary mode of transportation due to their accessibility, time efficiency, and flexibility. Intense competition among online ride-hailing service providers encourages companies to develop marketing strategies that maintain customer loyalty. This study aims to analyze the effects of rates, promotion, and service quality on customer loyalty of online motorcycle taxi services using the Maxim application in Makassar City. A quantitative correlational research design was employed in this study. Data were collected via questionnaires distributed to 100 Maxim application users selected through purposive sampling. The research instrument was tested for validity and reliability before the main data collection. Data analysis was conducted using multiple linear regression, supported by classical assumption tests, partial and simultaneous tests, and coefficient-of-determination analysis. The findings indicate that rates, promotion, and service quality have positive and significant effects on customer loyalty, both partially and simultaneously. Service quality has the strongest influence among the variables. These results indicate that customer loyalty is formed through a combination of affordable pricing, effective promotional strategies, and satisfactory service experiences. This study is expected to provide practical insights for companies in developing service marketing strategies and to contribute academically to the field of online transportation marketing management.]]>
