The Effect of Competitive Prices and Service Quality on Decisions to use Grabbike Transportation Services: Case Study of Borneo University Tarakan Students

Nursia, Nursia
Suryaningsih, Suryaningsih
Karunia, Erick
Madli, Faerozh
Loong, Ang Hong

INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Vol. 21 No. 1 (2025): Februari

The influence of competitive pricing and service quality on the decision to use GrabBike transportation services is an important aspect of consumer behavior and business strategy. Research shows that competitive pricing influences users' choices, with them tending to choose the economical option. On the other hand, service quality, such as safety and convenience, affects users' perception of the user experience. The balance between competitive pricing and good service quality plays a key role in determining whether users will continue to use GrabBike services. The population in this study were all students of the University of Borneo Tarakan The data analysis technique in this study used multiple regression analysis to determine the effect of variable Competitive prices and service quality on decisions to use grabbike transportation services