Intention to reuse Gojek Application: The parallel mediating role of attitude and satisfaction toward application using AMOS-SEM approach

Zsaghandy Adjisuastika Sudibyo; Syarifah Hudayah; Herning Indriastuti

doi:10.55942/pssj.v5i7.440

Authors

Zsaghandy Adjisuastika Sudibyo Universitas Mulawarman https://orcid.org/0009-0001-4896-5026
Syarifah Hudayah Universitas Mulawarman
Herning Indriastuti Universitas Mulawarman https://orcid.org/0000-0003-2357-9548

DOI:

https://doi.org/10.55942/pssj.v5i7.440

Keywords:

Intention to reuse App, Perceived Usefulness, Attitude Toward App, Perceived Ease of Use, Satisfaction Toward App

Abstract

This study examines the influence of perceived usefulness and ease of use of the Gojek application and the intention to reuse the application with mediated attitudes and user satisfaction among Millennials and Generation Z. The focus of this research is on the big cities of East Kalimantan, Indonesia, namely Samarinda and Balikpapan. Data were extracted from 128 respondents using snowball sampling, and the analysis was conducted using AMOS structural equation Modelling. The findings show that perceived usefulness significantly affects the attitude and satisfaction of Gojek application users but has no significant effect on the intention to reuse application users. Perceived ease of use had an insignificant effect on attitudes, satisfaction, and intention to reuse Gojek application users. There is only one significant relationship between indirect variables; perceived usefulness has a significant effect on intention to reuse the application through the attitude toward the application. However, the other indirect relationships had an insignificant effect. This finding highlights the importance of perceived usefulness for Gojek application users. Although consumers admit to using an application based on attitude and satisfaction, they are reluctant to reuse the application because many competitors offer promotions and lower prices, so consumers feel they have a choice. Tests before the full AMOS model using confirmatory factor analysis for exogenous and endogenous factors showed significant results for all relationships between variables.

Author Biographies

Zsaghandy Adjisuastika Sudibyo, Universitas Mulawarman

Zsaghandy Adjisuastika Sudibyo is student in Management in the Faculty of Economics and Business, Universitas Mulawarman, Indonesia, striving for a better understandment of marketing that may be applied around him, more focused on digital marketing and it’s reasearch.

Syarifah Hudayah, Universitas Mulawarman

Professor Management at the Faculty of Economics and Business, Universitas Mulawarman, Indonesia, especially in marketing. She has been active in several studies.

Herning Indriastuti, Universitas Mulawarman

Associate Professor in Marketing Management, Faculty of Economics and Business, Universitas Mulawarman, Indonesia. Her expertise and contribution in the fields of marketing strategy, digital marketing, strategic management, and micro-small businesses. She is active in numerous publications, including Scopus, WoS, and Sinta. She has taught and is affiliated with several foreign universities in Thailand, including UiTM Malaysia and Khon Kaen University.

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