Niat Pembelian Kembali Konsumen Smartphone (Studi pada Konsumen Generasi Z) [Smartphone Consumer Repurchase Intention (A Study on Generation Z Consumers)]
Abstract
This study involved 182 respondents from Generation Z in Jakarta, aged between 10 and 25 years old, who use smartphones. The purpose of this research is to examine how brand trust, customer satisfaction, and self-congruence influence their intention to repurchase smartphones. This study employs a quantitative approach, with data collection instruments using questionnaires distributed online. The research data was then processed using the SmartPLS version 3. The results of the study indicate that brand trust, customer satisfaction, and self-congruence have a positive and significant effect on the intention of Generation Z consumers in Jakarta to repurchase smartphones.
Abstrak Bahasa Indonesia:
Penelitian ini melibatkan 182 responden dari generasi Z di Jakarta, yang berusia antara 10 dan 25 tahun dan menggunakan smartphone. Tujuan dari penelitian ini adalah untuk melihat bagaimana kepercayaan merek, kepuasan pelanggan, dan kesesuaian diri memengaruhi niat mereka untuk membeli smartphone lagi. Penelitian ini menggunakan pendekatan kuantitatif, dengan instrumen pengumpulan data menggunakan kuesioner yang disebarkan secara online, kemudian data penelitian diolah menggunakan program SmartPLSVersi3. Hasil penelitian menunjukkan bahwa kepercayaan merek, kepuasan pelanggan, dan kesesuaian diri memiliki efek positif dan signifikan terhadap niat konsumen untuk membeli smartphone padagenerasi Z di Jakarta.
Keywords
DOI: http://dx.doi.org/10.19166/imj.v3i2.8152
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