<![CDATA[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.]]>
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