Perkembangan teknologi yang semakin pesat tentu dapat mengatasi permasalah yang timbul disektor transportasi dengan menghadirkan jasa layanan transportasi berbasis online. Jasa transportasi online Gojek menjadi salah satu jasa transportasi yang paling diminati di Indonesia. Meskipun demikian, hasil pra riset penelitian menunjukkan bahwa Masyarakat di Kota Semarang dalam penggunaan jasa transportasi online Gojek belum menjadi pilihan favorit sebagai jasa layanan yang paling diminati masyarakat di Kota Semarang. Penelitian ini bertujuan untuk mengeksplorasi dampak dari daya tarik iklan, sponsorship dan Electronic Word of Mouth (EWOM) terhadap minat pengguna jasa layanan transportasi Gojek di Kota Semarang.
Penelitian ini menerapkan pendekatan kuantitatif dengan jumlah populasi yang tidak diketahui secara pasti. Penetuan sampel sebanyak 96 responden, dipilih melalui perhitungan rumus Lemeshow serta pengumpulan data dilaksanakan dengan menyebarkan kuesioner online berbasis Google Form yang menggunakan skala pengukuran Likert. Proses analisis data dilakukan dengan bantuan software SPSS versi 25 melalui teknik analisis regresi linier berganda. Hasil pengujian hipotesis menunjukkan bahwa secara parsial, variabel daya tarik iklan, sponsorship dan Electronic Word of Mouth (EWOM) berpengaruh positif dan signifikan terhadap minat pengguna jasa layanan transportasi Gojek di Kota Semarang.
 
ABSTRACT:
The rapid development of technology can certainly overcome problems that arise in the transportation sector by presenting online-based transportation services. Gojek online transportation services are one of the most popular transportation services in Indonesia. However, the results of pre-research studies show that the people in Semarang City in using Gojek online transportation services have not become a favorite choice as the most popular service in Semarang City. This study aims to explore the impact of advertising appeal, sponsorship and Electronic Word of Mouth (EWOM) on the interest of Gojek transportation service users in Semarang City.
This study applies a quantitative approach with an unknown population. The determination of a sample of 96 respondents, selected through the calculation of the Lemeshow formula and data collection was carried out by distributing online questionnaires based on Google Form using a Likert measurement scale. The data analysis process was carried out with the help of SPSS software version 25 through multiple linear regression analysis techniques. The results of the hypothesis test show that partially, the variables of advertising appeal, sponsorship and Electronic Word of Mouth (EWOM) have a positive and significant effect on the interest of Gojek transportation service users in Semarang City.