The Effect of E-Service Quality and Sales Promotion on Reusability Interest with Consumer Satisfaction as an Intervening Variable (Studies on Gojek Users in Semarang Regency)

Gojek is one of the national startups engaged in the application of online transportation service providers in Indonesia. The emergence of many companies in the same field as Gojek has led to high competition between companies to win the market. This study aims to determine the effect of e-service quality and sales promotion on reuse interest through Gojek customer satisfaction in Semarang Regency. The number of samples was 100 community respondents in Semarang Regency who had used Gojek services. The study used Structural Equation Model data analysis techniques based on Partial Least Square (SEM PLS), which were estimated with the Smart PLS 3.0 for windows program. Based on the results of data processing analysis with Smart PLS, it explains that e-service quality and sales promotion have a positive and significant direct effect on customer satisfaction and interest in reuse. E-service quality and sales promotion also have a positive and significant indirect effect on reuse interest through customer satisfaction, where together sales promotion has the greatest influence. The consumer satisfaction variable in this study acts as a partial mediator. Recommendations are suggested for Gojek to first manage the performance of sales promotion, especially through vouchers and the use of creative and informative promotional media so that consumers are increasingly interested in returning to use services at Gojek.