Saat ini masyarakat Indonesia masih senantiasa menggunakan moda transportasi untuk menjalankan aktivitasnya sehari – hari. Perkembangan yang terjadi pada sektor transportasi menggabungkan teknologi dan konvensional yang sebelumnya merupakan ojek offline menjadi ojek online (ride-hailing). Penelitian ini bertujuan untuk mengetahui pengaruh price, service quality, dan customer experience terhadap customer switching behavior dalam kasus ojek offline ke ojek online. Pengambilan sampel menggunakan convenience sampling dengan menyebarkan kuesioner kepada orang – orang yang pernah menggunakan ojek offline dan beralih ke ojek online, kemudian hasil dari kuesioner diolah menggunakan analisis PLS-SEM. Penelitian ini mengukur pengaruh dari price, service quality, dan customer experience terhadap customer switching-behavior dengan menggunakan Skala Likert. Sampel dalam penelitian ini menggunakan convenience sampling dan berjumlah 201 responden yang terdiri atas customer yang pernah menggunakan ojek offline dan kemudian telah beralih ke ojek online. Penelitian ini memperoleh hasil bahwa price, service quality, dan customer experience berpengaruh secara simultan terhadap customer switching-behavior sebesar 77,2% terhadap customer switching-behavior. Hasil dimensi ke customer experience mempengaruhi sebesar 100% dengan accessibility, customer recognition, personalization, helpfulness, dan value for time mempengaruhi signifikan terhadap customer experience. Namun pada dimensi competence dan promise fulfillment tidak mempengaruhi secara signifikan terhadap customer experience. / Currently, Indonesian always use transportation modes to carry out their daily activities. Developments that occur in the transportation sector combined technology and conventional concepts which were previously offline taxibike into online taxibike (ridehailing). This study aims to determine the effect of price, service quality, and customer experience on customer switching-behavior in the case of offline taxibike to online taxibike. Sampling used is convenience sampling by distributing questionnaires to people who had used offline taxibike and switched to online taxibike, then the results of the questionnaire were processed using PLS-SEM analysis. This study measures the effect of price, service quality, and customer experience on customer switching-behavior by using a Likert scale. The sample in this study used convenience sampling with totals 201 respondents consisting of customers who have used offline taxibike and then have switched to online taxibike. This study obtained the results that price, service quality, and customer experience have a simultaneous effect on customer switching-behavior by 77.2% on customer switchingbehavior. The results of the dimensions to customer experience affect 100% with accessibility, customer recognition, personalization, helpfulness, and value for time which have a significant influence on customer experience. However, the dimensions of competence and promise fulfillment do not significantly affect the customer experience.