Abstract

The purpose of this study is to test the impact of internet advertising and the UTAUT2 model on the use of Gojek application during the COVID-19 pandemic in the JABODETABEK region. The study was done by convenience sampling technique with 165 respondents. Respondents are users of Gojek applications that live in the Jabodetabek area. Based on this study, we found that: (1) Internet advertising, effort expectancy, hedonic motivation, and price value have a positive impact and are insignificant on the use of Gojek application during the COVID-19 pandemic. (2) performance expectancy, social influence, habit, and experience positively and significantly impact the use of the Gojek application during the COVID-19 pandemic. (3) The facilitating condition has a negative impact and significant impact on the Gojek application during the COVID-19 pandemic. The results of the research are expected to assist the development of similar research, especially in the application of the UTAUT2 model. Modification of the application of the UTAUT2 model by adding other variables related to the context of the subject being studied is expected to be carried out in the future.