<![CDATA[Purpose – The purpose of this study is to identify the internal and external factors influencing people’s decision to use motorcycle towing services in Malang City. Design/methodology/approach – This study employs a qualitative descriptive approach. The informants consist of eight individuals selected using purposive sampling. Data were collected through interviews and documentation. Findings – The results indicate that internal factors influencing service usage include customer needs, service quality, and cost. External factors include lifestyle, culture, motivation, and involvement. Service quality is identified as the most dominant factor influencing usage decisions, as it leads to customer satisfaction and repurchase intention. In addition, a strong marketing network is found to increase service visibility and customer awareness. Originality/valuem– This study provides insight into consumer decision-making in motorcycle towing services in Malang City by integrating both internal and external influencing factors within a qualitative perspective.]]>
Copyrights © 2025
