The rapid development of online motorcycle taxi services in Indonesia has caused competition between platform providers to be more intense, so understanding of user characteristics and perceptions is important. This study aims to identify the segmentation of online motorcycle taxi users based on the perception of service quality, perception of value, price and promotion, perceived differentiation, and user satisfaction. This study uses a quantitative approach with an exploratory descriptive method. Data was collected through an online questionnaire from 100 respondents using online motorcycle taxis in Indonesia with a five-point Likert measurement scale, then analyzed using the K-Means Cluster method. The results of the study show the formation of two clusters of online motorcycle taxi users with different characteristics. The first cluster consists of users with a moderate level of perception and satisfaction with online motorcycle taxi services, while the second cluster is users with a high level of perception and satisfaction with all research variables. The results of the ANOVA test showed that service quality, value perception, price and promotion, perceived differentiation, and user satisfaction provided significant differences between clusters, with perceived differentiation as the most dominant variable. This study concludes that online motorcycle taxi users are heterogeneous, so different service and marketing strategies are needed for each segment to increase user satisfaction and loyalty in a sustainable manner.
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