Perilaku Pelanggan untuk Mengadopsi M-Commerce di pada Generasi Y

Johan Reimon Batmetan, Jaime Da Costa Lobo Suares, Suyoto Suyoto

Abstract


M-commerce adalah pilihan belanja online menggunakan smartphone yang semakin berkembang di Indonesia. Indonesia telah menjadi negara berkembang dengan tingkat penetrasi internet yang terus bertambah. Banyak faktor yang mempengaruhi penggunaan aplikasi m-commerce oleh generasi Y. Pengguna m-commerce sebagian besar merupakan generasi Y dan terus mendominasi dalam penggunaan m-commerce di Indonesia. Masalah dalam penelitian ini adalah bagaimana menjelaskan perilaku generation Y sebagai pelanggan m-commerce di Indonesia. Penelitian ini bertujuan menemukan perilaku generasi Y sebagai m-commerce dalam melakukan transaksi m-commerce dan mengadopsi m-commerce. Metode yang digunakan pada penelitian ini adalah Structural Equation Models (SEM) untuk menganalisis faktor-faktor yang mempengaruhi perilaku Generasi Y dalam penggunaan m-commerce. Hasil penelitian ini menunjukkan bahwa mayoritas generasi Y sebanyak 82,8% memiliki perilaku untuk tetap mengadopsi m-commerce dan mempertahankannya di masa depan. Hasil penelitian ini menegaskan bahwa kegunaan, kemudahan penggunaan, m-commerce yang mudah dipelajari, fleksibilitas dan kompatibel dalam berbagai perangkat mempengaruhi tingkat adopsi m-commerce di Indonesia. Penelitian ini diakhiri dengan diskusi tentang hasil untuk m-commerce dan akan terus mengadopsinya di masa depan.

Keywords : Perilaku Pelanggan, M-Commerce, Y Generation, SEM, Indonesia

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DOI: http://dx.doi.org/10.31154/cogito.v4i1.111.188-199

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