Abstract

Gojek is a well-established transportation service brand in Indonesia, noted for its extensive array of services, competitive pricing, and the high level of convenience it provides for users. The purpose of this study was to analyze the effect of both application service quality and user experience on service reuse intention. Furthermore, it examined the role of user satisfaction as an intervening (or mediating) variable in this relationship. The research population was composed of Gojek users located in Semarang City. Utilizing an accidental sampling technique, the study successfully gathered data from 100 respondents. To analyze the relationships between the variables, the researchers employed Structural Equation Modeling (SEM). The analysis yielded several key findings. First, application service quality was shown to have a positive and significant impact on user satisfaction. In contrast, the application user experience was found to have no significant influence on user satisfaction. Regarding reuse intention, both application service quality and application user experience demonstrated a positive and significant influence. Finally, the study confirmed that user satisfaction also exerts a positive and significant influence on reuse intentions.