PENGARUH PERCEIVED RISK, TRUST, EFFICIENCY, DAN FUNCTIONAL BENEFIT TERHADAP CONTINUANCE INTENTION DAN PRICE SENSITIVITY PADA PENGGUNA M-COMMERCE GENERASI Z DI KOTA BATAM

Listia Nurjanah, Cindy Fransisca

Abstract


ABSTRAK

Pertumbuhan mobile commerce yang semakin cepat belum tentu diikuti oleh keinginan konsumen untuk mempertahankan penggunaan layanan digital. Niat penggunaan berkelanjutan dapat dipengaruhi oleh berbagai aspek, termasuk Perceived Risk, Trust, Efficiency, dan Functional Benefit. Di sisi lain, penelitian sebelumnya masih menunjukkan hasil yang berbeda mengenai faktor-faktor yang memengaruhi Continuance Intention. Penelitian ini bertujuan untuk mengkaji pengaruh Perceived Risk, Trust, Efficiency, dan Functional Benefit terhadap Continuance Intention serta Price Sensitivity di kalangan pengguna m-commerce generasi Z di Kota Batam. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 306 responden. Data dianalisis dengan Structural Equation Modeling (SEM) yang berbasis Partial Least Square (PLS) digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa Functional Benefit dan Trust bepengaruh positif dan signifikan terhadap Continuance Intention, sedangkan Perceived Risk dan Efficiency tidak menunjukkan pengaruh yang signifikan. Selanjutnya, Continuance Intention berpengaruh positif dan signifikan terhadap Price Sensitivity. Temuan ini menunjukkan bahwa Trust dan Functional Benefit menjadi faktor penting dalam mempertahankan penggunaan layanan m-commerce.

ABSTRACT

The rapid growth of mobile commerce is not necessarily accompanied by a consumer desire to Continuance Intention digital services. Intentions regarding continuance Intention can be influenced by various factors, including Perceived Risk, Trust, Efficiency, and Functional Benefits. However, previous studies have yielded mixed results concerning the factors that influence Continuance Intention. This study aims to analyze the impact of Perceived Risk, Trust, Efficiency, and Functional Benefit on Continuance Intention and Price Sensitivity among Generation Z m-commerce users in Batam City. A quantitative approach was employed, utilizing a survey of 306 respondents. Data were analyzed using Partial Least Squares-Structual Equation Modeling (PLS-SEM). The results indicate that trust and Functional Benefits have a positive and significant effect on Continuance Intention, whereas Perceived Risk and Efficiency do not exert a significant influence. Futhermore, Continuance Intention has a positive and significant effect on price Sensitivity. These findings demonstrate that Trust and Functional Benefits are the use of m-commerce services.

 

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