PENGARUH KARAKTERISTIK PRIBADI PADA LOYALITAS  MENGGUNAKAN E-COMMERCE GENERASI X DAN GENERASI Y

I Putu Wahyu Dwinata JS; Made Pradnyan Permana Usadi; Yustikarani Julianti Pambudi

doi:10.24843/EJMUNUD.2023.v12.i01.p03

I Putu Wahyu Dwinata JS Universitas Mahasaraswati Denpasar
Made Pradnyan Permana Usadi Universitas Mahasaraswati Denpasar
Yustikarani Julianti Pambudi Politeknik APP

DOI: https://doi.org/10.24843/EJMUNUD.2023.v12.i01.p03

Abstract

Penelitian ini memiliki tujuan untuk menguji pengaruh kesesuaian dan persepsi inovasi yang merupakan karakteristik pribadi terhadap kemudahan penggunaan dan manfaat yang nantinya akan berpengaruh terhadap loyalitas penggunaan e-commerce pada generasi X dan generasi Y. Penelitian ini menggunakan data sebanyak 217 responden dengan metode purposive sampling, yang dikumpulkan menggunakan kuisioner dari google form yang dibagikan melalui media sosial dan whatsapp serta dianalisis menggunakan regresi serderhana dan berganda dengan bantuan SPSS. Hasil yang diperoleh dari penelitian ini mengungkapkan bahwa kesesuaian dan persepsi inovasi berpengaruh secara positif terhadap manfaat. manfaat memiliki pengaruh yang signifikan pada loyalitas.

This study aims to examine the effect of conformity and perceived innovation which is a personal characteristic on ease of use and benefits which will later affect the loyalty of using e-commerce in generation X and generation Y. This study used data of 217 respondents with purposive sampling method, which collected using questionnaires from google forms distributed through social media and whatsapp and analyzed using simple and multiple regression with the help of SPSS. The results obtained from this study revealed that conformity and perceived innovation influence positively to benefits. benefits have a significant effect on loyalty. In generation X and generation Y, there is a difference in the effect between conformity and perceived innovation. There is no difference in the effect of conformity, perceived innovation and subjective norms on the benefits of generation X and generation Y. And there is no difference in the effect of ease of use and benefits on loyalty from generation X and generation Y.

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