The objective of this research is reveal whether the relationship between strategic orientation and organizational performance exist especially in online transportation from the perspective of customers. The method in this study using the questionnaires and face to face interview in order to gain the more insights. The context of this study in big cities of Indonesia where the online transportation operate. Further, structural equation modeling was performed in order to test the construct relations in theoretical framework of this study. The study reveals all types of strategic orientation: market orientation, brand orientation, and technology orientation have significant relationships towards organizational performance. The present research is expected to extend the prior research contributing to the extant literature by investigating an emerging concepts and deeper understanding of strategic orientations and its possible antecedents.

Keywords: Online transportation, Organizational Performance, Strategic Orientation