Blue Bird is taxi-type public transport. It is a conventional taxi that is very trusted people in Indonesia, especially in Medan. The Blue Bird Taxi is a taxi with a meter that can be trusted compared to other conventional taxis. Several factors can make passengers decide to use Blue Bird, one of which is to increase competitive advantage and utilize e-marketing. This study aims to determine and analyze the influence of competitive advantage and e-marketing to the decision of passengers. The population of this study used 129 students of Master of Management Science, Universitas Sumatera Utara. By using the Slovin formula, the sample number of 98 people is obtained. Data were collected by distributing questionnaires to respondents. Analytical techniques used are multiple linear analysis, classical assumption test, and hypothesis test. The results showed simultaneously competitive, and e-marketing advantages have a positive and significant impact on passenger decisions using Blue Bird and partially competitive advantage, and e-marketing have a positive and significant impact on the decision of passengers when using the taxi.