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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Wiwik
STIE Jakarta International College
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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NIAT BELI ULANG GENERASI Z DAN MILLENIAL DALAM MENGGUNAKAN E-COMMERCE: ditinjau dari E-wom, Kepercayaan dan Resiko Wiwik; Evi Susanti; Zurlina Lubis
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 5 No. 3 (2022): November 2022
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37112/bisman.v5i3.2317

Abstract

Transactions using e-commerce are a form of changing the buying and selling culture, especially after the Covid 19 Pandemic. This transaction can facilitate and benefit both parties. This study focuses on consumer repurchase intentions from electronic word of mouth (e-Wom, trust, and risk. The research was conducted from February to July 2021 with e-commerce as the research object. A conditional sample was used to ensure that the data obtained was valid and could be accounted for, namely the age group of generation Z and millennials who use e-commerce and are domiciled in DKI Jakarta Province, with a total sample of 120. The results show that generation Z and millennial consumers' repurchase intention is influenced by e-Wom and trust. It is also a consideration for consumers to make repeat transactions. The results of this study also prove that generation Z and millennial consumers prefer to use E-commerce in making purchases. It shows that to attract the attention of this generation, companies can build repeat purchases on e-commerce by maintaining positive e-Wom to create the same trust very high, and the risk of buying online is shallow.
Co-Authors Evi Susanti Lubis, Zurlina