Technological developments have changed all aspects of life, including changes from conventional transportation systems to online transportation systems. This change has influenced the people's decision to choose online transportation supported by various facilities and advantages compared to traditional transportation systems. The purpose of this research is to be able to identify changes in consumer behavior in choosing online transportation so that online transportation service providers can find out the preferences that make consumers prefer online traffic compared to conventional transit. This study uses a quantitative approach that is supported by the conjoint analysis method and involves 100 respondents, namely consumers who use online transportation services. Based on the results of the study, that found that the most preferred combination by all consumers of online transportation services, especially on motorcycle online transportation services are the rates and speed of picking up service attributes.

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