FACTORS AFFECTING GENERATION Z REPURCHASE INTENTION IN E-COMMERCE IN EAST INDONESIA (STUDY CASE IN TERNATE CITY REGIONAL COMMUNITY NORTH MALUKU) FINAL PROJECT

• Main Author: Rian, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72837
• Institution: Institut Teknologi Bandung

The rapid development of the internet has had a significant impact on the world of e- commerce. Currently, e-commerce is not only centered in big cities but has also reached various regions of Indonesia, including one in Ternate City, North Maluku. Ternate is one of the cities in eastern Indonesia, this city is known as a transit city, modern, and has a high population of the younger generation. The average population in Ternate City is dominated by the younger generation (Generation Z). Generation Z is also known as the generation that is up-to-date and likes to shop. Generation Z in Ternate City likes to shop through online platforms (E-commerce). Even though they love shopping, in fact, they often experience problems when going to or after making a purchase. To fill this gap, researchers want to conduct research related to what factors make consumers in Ternate City continue to make repurchases on e-commerce platforms regardless of the problems they experience. This study aims to serve as reference material and input for e-commerce service providers to always pay attention to the quality of their services by focusing on indicators that are used as evaluations by regional consumers in making purchases on e-commerce. This study used a quantitative approach, data collected from 233 respondents were processed by Partial Least Square Structural Equation Modeling (PLS-SEM) analysis. The questionnaires collected focused only on the City of Ternate. There are 7 independent variables to be tested, namely customer satisfaction (CS), service quality (SQ), brand preference (BP), product quality (PQ), perceived value (PV), price (PR), and perceived ease of use (PEU) which will focus on 1 dependent variable repurchase intention (RI). The analysis and calculation process show that the results of all these indicators have a positive (significant) effect on consumer repurchase intentions in e-commerce.