The Effect of Social Media Marketing and Email Marketing on Behavioral Intention to Use Gojek: The Mediating Role of Customer Engagement
Article Sidebar
Main Article Content
Abstract
The rapid development of digital technology has increased competition among online transportation service providers, requiring companies to implement effective digital marketing strategies to maintain customer relationships and encourage continuous service usage. This study aims to analyze the effect of Social Media Marketing and Email Marketing on Behavioral Intention to Use with Customer Engagement as a mediating variable among Gojek users in Sukabumi City. This research uses a quantitative approach with an explanatory research design. Data were collected through questionnaires from 120 Gojek users selected using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results show that Social Media Marketing has a significant effect on Customer Engagement, and Email Marketing also has a significant effect on Customer Engagement. Furthermore, Social Media Marketing and Email Marketing significantly influence Behavioral Intention to Use. Customer Engagement also has a significant relationship with Behavioral Intention to Use, although the direction of the relationship is negative. The findings indicate that digital marketing strategies play an important role in shaping users’ intention to continue using online transportation services. This study contributes to digital marketing literature by highlighting the role of Customer Engagement in explaining the relationship between marketing activities and consumer behavioral intentions.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
[1] I. Kovács and É. R. Keresztes, “Young Employees’ Perceptions about Employability Skills for E-Commerce,” Economies, vol. 10, no. 12, pp. 1–28, 2022, doi: 10.3390/economies10120309.
[2] A. M. Ramdan, L. Siwiyanti, K. Komariah, and M. Arief, “Effect of Influencer Marketing and Green Marketing on Brand Awareness of Effect of Influencer Marketing and Green Marketing on Brand Awareness of Traditional Culinary SMEs in West Java,” J. Ilmu Sos. dan Hum., vol. 12, 2023, doi: 10.23887/jish.v12i3.66147.
[3] N. Schaupensteiner, S. González, and J. Borgmann, “Impact of the Digital Transformation on the Transformation of the Workforce: A Methodical Approach by the Example of the Technical Development of a German Automotive Manufacturer,” 2021. doi: 10.1007/978-3-030-80003-1_16.
[4] S. Arabi, M. S. Bajjou, A. Chafi, and M. El Hammoumi, “Evaluation of critical success factors (CSFs) to lean implementation in Moroccan SMEs: A survey study,” 2022. doi: 10.1109/IRASET52964.2022.9737950.
[5] D. N. Trindade, L. G. Duarte, I. Perico, and G. L. Bandeira, “Driving Change in the Oil and Gas Industry: A Digital Transformation Framework,” 2023. doi: 10.4043/32860-MS.
[6] I. Rahmatullah, L. Siwiyanti, A. Sudarma, F. Ekonomi, and U. M. Sukabumi, “Analysis of e-WOM and Product Quality on Online Purchase Intention Through Brand Image Mediation (Case Study: Tokopedia Online Buying Interest in Sukabumi City),” Eastasouth Manag. Bus., vol. 3, no. 02, pp. 291–299, 2025, doi: 10.58812/esmb.v3i02.
[7] L. Siwiyanti, M. A. Aziz, M. K. Amal, and A. M. Ramdan, “Market Orientation, Innovation, and Competitive Advantage: How MSMES in The Sukabumi Mochi Industry can Boost Performance,” in ICEBEF, Indonesia: UPI, 2022, pp. 192–202. [Online]. Available: https://proceedings.upi.edu/icebef/article/view/1072
[8] M. K. Amal and L. Siwiyanti, “Pengaruh Firm Size, Quick Ratio (QR), Debt to Equity Ratio (DER), Return on Asset (ROA) dan Kupon Obligasi Terhadap Harga Obligasi,” FAIR VALUE J. Ilm. Akunt. DAN Keuang., vol. 04, no. 01, pp. 14–26, 2021.
[9] B. Tjahjadi, N. Soewarno, V. Nadyaningrum, and A. Aminy, “Human capital readiness and global market orientation in Indonesian Micro-, Small- and-Medium-sized Enterprises business performance,” Int. J. Product. Perform. Manag., vol. 71, no. 1, pp. 79–99, 2022, doi: 10.1108/IJPPM-04-2020-0181.
[10] M. Y. Bhutto, X. Liu, Y. A. Soomro, M. Ertz, and Y. Baeshen, “Adoption of energy‐efficient home appliances: Extending the theory of planned behavior,” Sustain., vol. 13, no. 1, pp. 1–23, 2021, doi: 10.3390/su13010250.
[11] M. S. Hammoodi and A. Al-Azawei, “A proposed approach to discover nearest users on social media networks based on users’ profiles and preferences,” Bull. Electr. Eng. Informatics, vol. 12, no. 4, pp. 2464–2473, 2023, doi: 10.11591/eei.v12i4.4436.
[12] A. M. Ramdan, L. Siwiyanti, K. Komariah, and M. A. Ramdhany, “Effect of Influencer Marketing and Green Marketing on Brand Awareness of Traditional Culinary SMEs in West Java,” J. Ilmu Sos. dan Hum., vol. 12, no. 3, pp. 453–462, 2023, doi: 10.23887/jish.v12i3.66147.
[13] I. R. de Luna, F. Liébana-Cabanillas, J. Sánchez-Fernández, and F. Muñoz-Leiva, “Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied,” Technol. Forecast. Soc. Change, vol. 146, no. August 2018, pp. 931–944, 2019, doi: 10.1016/j.techfore.2018.09.018.
[14] J. Ortiz, T. S. Chiu, C. Wen-Hai, and C. W. Hsu, “Perceived justice, emotions, and behavioral intentions in the Taiwanese food and beverage industry,” Int. J. Confl. Manag., vol. 28, no. 4, pp. 437–463, 2017, doi: 10.1108/IJCMA-10-2016-0084.
[15] N. E. Himawan, A. Djuwaini, and D. A. Putra, “Adoption Of E-Commerce In Small And Medium-Sized Enterprises In Bogor District,” Int. J. Sci. Technol. Manag., vol. 5, no. 1, pp. 211–219, 2024, doi: 10.46729/ijstm.v5i1.1050.
[16] Rahadian and L. Siwiyanti, “Analisis Absorptive Capacity Terhadap Sustainable Business,” J. Ilmu Manaj. Retail Univ. Muhammadiyah Sukabumi, vol. 6, no. 2, pp. 319–332, 2025, doi: https://doi.org/10.37150/jimat.v6i2.3874.
[17] J. Khalilzadeh, E. Kromidha, and B. Taheri, “Anatomy of a CSR discourse system: Entrepreneurship and tourism domains,” Tour. Manag., vol. 110, p. 105195, 2025, doi: https://doi.org/10.1016/j.tourman.2025.105195.
[18] I. T. Septiawati, M. K. Amal, and N. A. Lestari, “Analisis Faktor-Faktor Dalam Meningkatkan Minat Beli Dimediasi oleh Fomo,” J. Ilmu Manaj. Retail, vol. 6, no. 3, pp. 508–529, 2025, doi: : https//doi.org/10.37150/jimat.v6i3.3944.
[19] N. Penn and M. Laron, “Use and barriers to the use of telehealth services in the Arab population in Israel: a cross sectional survey,” Isr. J. Health Policy Res., vol. 12, no. 1, pp. 1–11, 2023, doi: 10.1186/s13584-023-00569-6.
[20] D. Servera-Francés, M. Fuentes-Blasco, and L. Piqueras-Tomás, “The importance of sustainable practices in value creation and consumers’ commitment with companies’ commercial format,” Sustain., vol. 12, no. 23, pp. 1–14, 2020, doi: 10.3390/su12239852.
[21] D. A. Muthalib, A. A. Muthalib, L. A. Aliddin, and A. Masse, “Pengaruh Digital Marketing Capability dan Customer Engagement Terhadap Kinerja Pemasaran UMKM (Studi pada UMKM Sektor Kuliner di Kota Kendari),” KAPALAMADA J. Multidisipliner, vol. 4, no. 04, pp. 767–788, 2025, [Online]. Available: https://azramedia-indonesia.azramediaindonesia.com/index.php/Kapalamada/article/view/2145
[22] L. Siwiyanti, C. Furqon, H. Hendrayati, and F. Marimon, “Women ’ s entrepreneurial leadership on culinary micro small medium enterprises success : The mediating role of absorptive capacity,” J. Fokus Manaj. Bisnis, vol. 15, no. 2, pp. 250–268, 2025, doi: https://doi.org/10.12928/fokus.v15i2.13335.
[23] J. R. D. Rivera, R. R. Jacomossi, A. Barrichello, and R. S. Morano, “Using structural equation modeling: patterns and trends of publications in Brazilian journals,” Rev. Gest., vol. 25, no. 3, pp. 291–302, 2018, doi: 10.1108/REGE-05-2018-036.
[24] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “The Results of PLS-SEM Article information,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019.
[25] D. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2017.
[26] N. Jahan and G. Shahria, “Factors effecting customer satisfaction of mobile banking in Bangladesh: a study on young users’ perspective,” South Asian J. Mark., vol. 3, no. 1, pp. 60–76, Jun. 2022, doi: 10.1108/sajm-02-2021-0018.
[27] J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed. SAGE Publications Ltd, 2022.
[28] R. A. Fauziah, L. Siwiyanti, A. Sudarma, N. : Rossa, and A. Fauziah, “Analyze Brand Ambassadors and Advertising Through Brand Image on Buyer Decisions (Case Study: Purchase of BTS Meal at Mcdonald’s Sukabumi) Article Info ABSTRACT,” Es Econ. Entrep., vol. 3, no. 02, pp. 180–188, 2024, doi: 10.58812/esee.v3i02.