International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187 172 Deasella Nurafifah Oktaviani, Widayanto, and Ngatno, “The Effect of E-Service Quality and Sales Promotion on Reusability Interest with Consumer Satisfaction as an Intervening Variabel (Studies on Gojek User in Semarang Regency),” International Journal of Multidisciplinary Research and Publications (IJMRAP), Volume 5, Issue 10, pp. 172-178, 2023. 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) Deasella Nurafifah Oktaviani 1 , Widayanto 2 , Ngatno 3 1,2,3 Department of Business Administration, Diponegoro University, Semarang, Indonesia Email address: 1 deasellanurafifah@gmail.com Abstract— 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. Keywords— E-service quality, sales promotion, reusability interest, customer satisfaction I. INTRODUCTION Online transportation is considered to be one of the best forms of innovation from the utilization of application-based technology development and the internet. The ride sourcing platform is a form of application used in Transportation Network Companies (TNC). At the beginning of its appearance, the online transportation service application was only focused on conventional delivery services but is now transforming into an application with a variety of service options that can be used according to the needs of consumers. Online transportation service companies use applications as a work tool that will connect partners (drivers) with consumers (passengers). Applications are starting to be widely used to shift every conventional activity to online activities. Application performance is currently the first thing that will be felt by consumers. The quality of application services that provide the best performance supported by features and various advantages in their service options will certainly affect the use of subsequent applications and services to consumers. The emergence of internet based service quality using this application or website is then known as electronic service quality or e-service quality. Service providers must be able to communicate their services to consumers to build an emotional connection between consumers and service brands. Sales promotions are used by companies to stimulate awareness, interest, and end up with a purchase from consumers. (Kotler, 2005). Through sales promotion, service providers will present a form of promotional program that is not only attractive but also provides knowledge of the service and the value of savings that consumers will receive when using the services of the brand. Gojek is one of the many online transportation service provider application brands in Indonesia. Gojek emerged in 2010 and became a national stratup company engaged in the application of transportation service providers in Indonesia. An initial survey conducted in the Semarang Regency area showed that there are three brands of online transportation service applications that are often used by people in Semarang Regency, namely Gojek, Grab, and Maxim. Gojek and Grab are estimated to have started operating almost simultaneously in Semarang Regency in 2015, while Maxim is an online transportation service application that has only entered around 1-2 years ago. The initial research ranked Gojek as the most widely used app brand in Semarang Regency, with 45 of the 79 respondents selected. Preliminary interviews were also conducted by researchers involving 30 respondents to find out the experience while using Gojek. Researchers found complaints about the promotion and quality of service felt by Gojek consumers. Consumers complain about the lack of promotions that can be used in the Gojek application, promotional codes that are difficult to use, and the many conditions before being able to use Gojek. While for service quality, especially in the performance of the Gojek application, namely the location point is often error or inappropriate, the application suddenly stops or force close, and the application capacity is too large. Gojek was chosen as the object of this study because Gojek was ranked first both from the results of initial research conducted on 79 people in Semarang Regency regarding the