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SERVICE QUALITY FACTORS: THE EFFECT OF WEB NAVIGATION ON ONLINE TRANSFORTATION IN INDONESIA T Mulyana, W Susilawati, W Wufron, N Mardani Management Departement, Universitas Garut Jl. Raya samarang 52A, Garut, Indonesia E-mail: tatang.mulyana@uniga.ac.id Abstract. The purpose of this research to analyze the service quality of online transportation an area in Indonesia, seen from consumer perceptions, and map service quality attributes based on consumer perceptions. The research method used in this research is Service Quality Analysis (SERVQUAL) and Importance Performance Analysis (IPA). The population in this research is online transportation consumers, who have used a go ride service at least 1 time. The sampling used in this research was sampling quota of 200 respondents. The results of this research indicate that overall there is a gap between performance values with consumer expectations of -0.5, so it can be assumed that the service quality of Gojek in the region according to consumer perceptions is quite good. Based on the results of the mapping it was found that the factor of ease of web navigation became one of the factors of the services quality of online transportation. So that these factors must be a concern of the company.