ANALISIS PENGARUH HARGA, PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PENGGUNAAN JASA OJEK ONLINE “GOJEK” PADA MAHASISWA STIE JAYAKARTA TAHUN 2024

This article was conducted with the aim of evaluating the impact of prices, services and promotions offered by the Indonesian Gojek company on the decision to use Gojek online motorcycle taxi services among STIE Jayakarta 2024 students. A numbers-based approach was used in the descriptive method. The required sample of 63 individuals was obtained using the Slovin method. This study revealed that although individual price is not a significant factor in consumer decisions, usage decisions are strongly influenced by service and promotions. The level of certainty of the coefficient of determination is 52%. This proves that price, service and promotion variables influence 52% of usage decisions, while the remaining 48% can be analyzed by factors not investigated by this article.