Gen Z Consumer Purchase Intention

Abstract

The COVID-19 pandemic had an impact on various sectors in Indonesia. In order to reduce the rate of transmission of the COVID-19 virus, the government has established Pembatasan Sosial Berskala Besar (PSBB). PSSB is one of the factors for the high growth of digitization on the e-commerce business. Shopee is one of the fastest growing e-commerce today. Not only the impact of the pandemic, the high purchase intention of Gen Z consumers in shopping online was also built by other factors. These factors are discussed on this research, perceived usefulness, perceived ease of use and trust. There are inconsistencies in the results of previous studies especially in perceived usefulness and perceived ease of use. This study aims to solve previous research gaps on the Influence of perceived usefulness and perceived ease of use on consumer purchase intention by including trust as intervening variables. Questionnaire on 95 consumers of shopee from Gen Z were used as data collection. The analysis technique used is Structural Equation Modeling with the PLS program. The results shows that trust was able to perfect research gaps and mediate to Influence perceived usefulness, perceived ease of use and consumer purchase intention.