ABSTRACT
The quality of education in Indonesia is oriented toward the education in Jakarta. PISA 2015 Results in Focus published in 2018 indicates that Indonesia occupies the 62nd place of 70 countries. On the other hand, COVID-19 pandemic has a significant impact in education. All schools in the world are simultaneously doing online learning, which leads to a shift in interaction patterns in the world of education from face-to-face to technology-based learning. The aim of the research is to know the dominant factors in influencing high school students in Jember on the use of Ruangguru Online Tutoring application. The research used the quantitative method. The sampling technique in the research was the incidental sampling technique to 100 respondents. We have found the most dominant factor of some other influencing factors for Ruangguru users was the product, besides that there was a significant influence between product, price, location, promotion and service with purchasing decision. We recommend that the Ruangguru application is more innovative in technology-based education contents.