PENGARUH HARGA, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PEMILIHAN OJEK ONLINE PADA MAHASISWA UNIVERSITAS PRIMA INDONESIA

Abstract

Online transportation is a digital-based service that allows users to make bookings, track rides, complete payments, and provide ratings within a single application, and it has expanded to include delivery services for goods and food. This service is widely favored by students because it is considered practical, safe, comfortable, and relatively affordable. In Indonesia, Gojek has become one of the most dominant platforms and has been consistently used over the past few years, influenced by factors such as price, brand image, and service quality. The high level of competition in this industry encourages service providers to continuously innovate and understand the factors that influence consumer preferences. This study uses a quantitative approach conducted at Universitas Prima Indonesia, Medan, during the period from January to December 2025. The population of this study consists of students who use online transportation services, with an unknown population size; therefore, the sample was determined using the Lemeshow formula with an 8% margin of error, resulting in 150 respondents. The results show that price has a negative effect on student loyalty, meaning that the higher the perceived price, the lower the level of loyalty. On the other hand, brand image and service quality have a positive effect on loyalty, indicating that improvements in these factors will increase loyalty. Overall, price, brand image, and service quality simultaneously have a significant influence on the loyalty of student users of online transportation services.