PENGARUH E-SERVICE QUALITY, E-TRUST, DAN USER EXPERIENCE TERHADAP LOYALITAS KONSUMEN LAZADA PADA GENERASI MILENIAL DAN GENERASI Z

Hesty  Aprillia; Sulistyo  Budi Utomo

Hesty Aprillia Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Sulistyo Budi Utomo Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: e-service quality, e-trust, user experience, and consumers’ loyalty

Abstract

This research aims to determine and analyze the effect of e-service quality, e-trust, and user experience on consumers’ loyalty at Lazada marketplace for millennials and Z generation. Furthermore, the population consists of all consumers of Lazada marketplace who belong to millennials and Z generation and buy the products online for the last 6 months. The study applies quantitatively. Moreover, the data collection technique used purposive sampling, in which the sample was based on the criteria given. The questionnaires in the form of Google Forms were distributed online for 2 weeks through social media, such as WhatsApp and Instagram story. Therefore, there were 122 customers taken as samples. The result shows that E-Service Quality (ESQ), E-Trust (ET), and user experience (UX) have a positive and significant effect on customers’ loyalty at Lazada marketplace for millennials and Z generation. Meanwhile, there are some limitations, namely taking the data collection for 2 weeks, involving respondents from millennials and Z generation, and examining 3 variables. Therefore, for the next researcher, the duration of data collection needs to be added, the coverage of respondents needs to be widened, and other variables outside the research need to be examined.