PENGARUH DESAIN APLIKASI, TERPAAN IKLAN ONLINE DAN E-WOM TERHADAP PENGGUNAAN ULANG JASA GO-JEK DI KOTA SEMARANG YANG DI MEDIASI OLEH KEPERCAYAAN

Abstract

The idea of combining the community needs on practical transportation and technological advancements that brought by GO-JEK raises a new breakthrough that conventional motor taxi does not have. Besides offering transportation services through applications, GO-JEK also providing various services that continue to innovate based on customer needs. This study aims to determine the effect of application design, online ad exposure and electronic word of mouth to towards re-use of GO-JEK services which are mediated by customer trust. This research was conducted on 100 GO-JEK consumers that spread across Semarang, the analysis technique used was path analysis using Component Based SEM with SmartPLS 3.0, while to find out the mediation function of e-trust in the model Sobel Test was used. Based on the existing hypothesis testing, each variabel consist application design, online ad exposure and electronic word of mouth has a significant effect on the public trust of GO-JEK, where the e-trust variable also has a significant effect on the re-use of GO-JEK services. Meanwhile for the mediation function, in the term of controlling the relation between application design and online ad exposure towards reuse of GO-JEK services, trust acts as a partial mediation, an when controlling the relation between electronic word of mouth towards the reuse of GO-JEK services, trust acts as a full mediation. The results of this study indicate that the innovations offered by GO-JEK and the communication channels that they used for spreading the innovation succeeded in providing positive value to the public e-trust of Semarang City, thus encouraging them to profitably reuse GO-JEK services. The independent variables and mediation in this study have an effect of 0.772 or 77.2 percent on the re-use of GO-JEK services This means that 77.2 percent of the variation that occurs in the re-use of GO-JEK services in Semarang City is caused by changes that occur simultaneously on the independent variables and the mediation that controls them. In other words, there are still 22.8 percent influence of other variables outside of this study.