Dynamic Pricing Transparency, Price Fairness, and Perceived Customer Control as Drivers of Perceived Transaction Value among Ride-Hailing Users in Greater Jakarta, Indonesia

Abstract

Dynamic pricing in ride-hailing services has raised concerns regarding pricing transparency, fairness, and consumer autonomy, potentially influencing perceived transaction value. This study aims to examine the individual and simultaneous relationships of transparency in dynamic pricing, price fairness, and perceived customer control with perceived transaction value among ride-hailing users in Greater Jakarta, Indonesia. A quantitative explanatory approach with a cross-sectional design was employed, involving 200 respondents selected through purposive sampling. Data were collected using structured questionnaires measured on a five-point Likert scale and analyzed through multiple linear regression using SPSS version 25. The findings indicate that transparency in dynamic pricing (β = 0.271; p < 0.001), price fairness (β = 0.427; p < 0.001), and perceived customer control (β = 0.249; p < 0.001) are positively and significantly associated with perceived transaction value. Price fairness emerged as the strongest predictor, while the overall regression model was statistically significant (F = 69.790; p < 0.001), with a reported coefficient of determination of 51.6%. These findings highlight the importance of transparent pricing communication, perceived pricing legitimacy, and consumer decision-making autonomy in shaping transaction evaluations. The study contributes to digital consumer behavior literature by integrating three pricing-related psychological dimensions into a unified framework and offers practical implications for developing more consumer-oriented ride-hailing pricing strategies.