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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Proceeding of International Conference on Entrepreneurship (IConEnt)
Christoffel Wantah
Universitas Indonesia
Economics, Econometrics & Finance Social Sciences

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PENGARUH LAYANAN NIRSENTUH MELALUI APLIKASI SEPHORA DENGAN LAYANAN SALESPERSON TERHADAP PREFERENSI BELANJA GENERASI Z DI SEPHORA SENAYAN CITY Dewi Wuisan; Sarah Kamilah Salam; Kristi Karla Arina; Christoffel Wantah
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Percepatan transformasi digital dalam industri ritel, khususnya pascapandemi COVID-19, telah menghasilkan perubahan signifikan dalam perilaku konsumen. Layanan nirsentuh berbasis aplikasi digital menjadi standar baru bagi pengalaman belanja modern, terutama pada sektor kecantikan yang mengandalkan interaksi langsung dalam proses pemilihan produk. Generasi Z sebagai kelompok digital-native menunjukkan kecenderungan yang kuat terhadap adopsi layanan berbasis teknologi yang memberikan otonomi, efisiensi, dan pengalaman personal tanpa keterlibatan langsung tenaga penjual. Penelitian ini bertujuan untuk menganalisis pengaruh Interests in New Technology, Convenience Seeking, dan Security Seeking terhadap Preference for Contactless Service Over Salespersons pada pengguna aplikasi Sephora di gerai Sephora Senayan City. Selain itu, penelitian ini menguji peran mediasi Technology Self-Efficacy serta moderasi Consumer Conformity. Penelitian menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 304 responden Gen Z dan dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa ketiga variabel independen memberikan pengaruh positif signifikan terhadap preferensi layanan nirsentuh. Technology Self-Efficacy terbukti memediasi seluruh hubungan tersebut, sedangkan Consumer Conformity memperkuat pengaruh TSE terhadap preferensi digital. Temuan ini menegaskan bahwa minat terhadap teknologi, pencarian kenyamanan, kebutuhan keamanan, kepercayaan diri teknologi, serta kecenderungan konformitas sosial merupakan determinan utama dalam pembentukan preferensi layanan digital pada Gen Z.
Determinants of Online Purchase Intention: Evidence from Indonesia’s E-Commerce Dewi Wuisan; Zefanya Hisqia Gedalia; Gabriel Kennard Chan; Benny Aristo; Christoffel Wantah
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study aims to examine the effect of perceived ease of use, perceived usefulness, social influences, price perception, and perceived risk on online purchase intention. The development of internet technology in Indonesia in various sectors is getting faster. One of the industrial sectors that rely on internet technology as a place to do business is e-commerce. Indonesia is one of the countries with the highest percentage of e-commerce users in the world, but the development of e-commerce cannot be separated from the problems that occur. As one of the e-commerce sites in Indonesia, “XYZ” is currently developing its services to make it more attractive to consumers, but there are still many problems that are felt by consumers related to “XYZ”, such as service quality that is not yet optimal. Thus, research is needed regarding the factors that influence online purchase intention. This study uses a quantitative approach with data collection methods using electronic questionnaires distributed through Google Forms. Analysis of the measurement model and structural model in this study was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of the SmartPLS 3.0 application. The respondents of this research are Indonesian people who are more than 16 years old and have used “XYZ” e-commerce. The measurement model test consists of testing the validity and reliability, while the measurement model testing consists of testing the coefficient of determination, t -count, significance, and the relationship between constructs. The results of this study indicate that the perceived ease of use variable affects online purchase intention, the perceived usefulness variable affects online purchase intention, the social influences variable affects online purchase intention, and the price perception variable affects online purchase intention. Meanwhile, the perceived risk variable has no effect on online purchase intention.
Co-Authors Benny Aristo Gabriel Kennard Chan Kristi Karla Arina Sarah Kamilah Salam Wuisan, Dewi Zefanya Hisqia Gedalia