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

E-Jurnal Manajemen Universitas Udayana Pub Date : 2023-01-31 DOI:10.24843/ejmunud.2023.v12.i01.p03

I. P. W. Dwinata JS, Made Pradnyan Permana Usadi, Yustikarani Julianti Pambudi

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Abstract

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. Keywords: Conformity, Perception of Innovation, Generation X, Generation Y

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利用X一代和Y一代的电子商务对忠诚的个人影响

本研究旨在考察从众和感知创新这一个人特征对易用性和收益的影响，进而影响X一代和y一代使用电子商务的忠诚度。本研究采用有目的抽样的方法，采用社交媒体和whatsapp分发的谷歌表格问卷收集217名受访者的数据，并借助SPSS进行简单回归和多元回归分析。本研究结果显示，从众与创新知觉对利益有正向影响。利益对忠诚度有显著影响。在X一代和Y一代中，从众和感知创新的效果是不同的。从众、感知创新和主观规范对X代和Y代的利益的影响没有差异，易用性和利益对忠诚度的影响在X代和Y代之间没有差异。关键词:从众、感知创新、X代、Y代

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E-Jurnal Manajemen Universitas Udayana

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