<![CDATA[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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