GEN Z AND M-COMMERCE: THE IMPACT OF E-SERVICE QUALITY AND ONLINE CUSTOMER VALUE ON ESATISFACTION AND E-LOYALTY

• Main Author: Kryan Hakim, Syafi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54827
• Institution: Institut Teknologi Bandung

According to IBM (2017), Gen Z is on the rise as the new customer archetype. Their attitudes, practices, and aspirations are heavily influenced by relentless technical disruption, challenging economic circumstances, and complex global politics. Despite their youth, they now possess tremendous economic strength and wield unprecedented control on family spending decisions. Retail and consumer product brands must involve Gen Zers now if they are to succeed. Thanks to the massive developments over the last decades, mobile technology has now become a whole new environment for consumers all around the world. High - speed wireless connectivity features give mobile technologies to run more e-commerce applications, allowing for greater access to mobile commerce, or also known as m-commerce (Buranatrived et al., 2002). The goal of this research is to better understand Gen Z's e-satisfaction and e-loyalty as prospective consumers in the digitalization era, analysing e-service quality and online customer value to identify the variables that influence e-satisfaction and e-loyalty in m-commerce. 302 survey respondents' information was gathered and analysed. The data was examined using the PLS procedure using the SmartPLS application. The findings reveal that it can be concluded that there is a significant effect of eservice quality on e-satisfaction, as well as a significant influence of online customer value on e-satisfaction