The aim for this study is to understand the effect between strategic orientation towards organizational performance in online transportation from customer perspective. The approach of this study is quantitative research with data collection method using Google form electronic questionnaires. This study is conducted in Pelita Harapan University which Grab users who domicile in Jakarta and Tangerang become the respondents in this research. The measurement model of outer and inner model is analyzed by Smart PLS 3.0. The outer model consists of validity and reliability test while the inner model examines R-square, T-statistics, and P-value tests. Further, structural equation modeling was performed in order to test the construct relations in theoretical framework of this study. The study show that all three types of strategic orientation; market orientation, brand orientation, and technology orientation have significant relationships towards organizational performance. The whole variables and their relationships were put into Grab as online transportation platform in Indonesia to get more applicable insights for other company. 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.