PENGARUH INOVASI LAYANAN, KEMUDAHAN PENGGUNAAN, DAN E-TRUST TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI GOJEK DI PONOROGO

This study aims to analyze the effect of service innovation, ease of use, and E-trust on the decision to use the Gojek application in Ponorogo. In this study, data were collected from 100 respondents who are active users of the Gojek application in the Ponorogo region. The data analysis method used is multiple linear regression analysis which is processed using Smart PLS. The results showed that service innovation, ease of use, and E-trust have a significant influence on the decision to use the Gojek application. Service innovation is proven to increase user comfort and satisfaction, while ease of use makes it easier for users to access and use available features. E-trust also plays an important role in building user confidence inthe security and reliability of the application. Overall, the three variables jointly influence the decision to use the Gojek application in Ponorogo.
Keywords:Service Innovation, Ease of Use, E-trust, Usage Decision, Gojek Apllication