The Role of Shopping Engagement and Customer Experience on Intention to Buy based on Technology Acceptance Model in Gen Z

Nanda Ayoe Rizky Dwipradhana; Endy Gunanto Marsasi

doi:10.15294/jdm.v15i1.49800

About The Authors

Nanda Ayoe Rizky Dwipradhana
Universitas Islam Indonesia
Indonesia

Endy Gunanto Marsasi
Universitas Islam Indonesia
Indonesia

Dr. Endy Gunanto Marsasi, MM adalah Dosen Manajemen Pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus: 57224778678; Id Researcher (WOS): GQA-4768-2022; Id Garuda : 3306613; Id Orchid: https://orcid.org/0000-0002-4130-7645

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The Role of Shopping Engagement and Customer Experience on Intention to Buy based on Technology Acceptance Model in Gen Z

Nanda Ayoe Rizky Dwipradhana, Endy Gunanto Marsasi

Abstract

The research aims to find out the relationship between shopping gamification, focused attention, shopping enjoyment, and intention to buy mediated by shopping engagement in Generation Z in online food delivery apps. Indonesian consumer’s shopping habits on the internet have grown rapidly recently. The majority of Indonesian consumers prefer to use mobile apps on their smartphones. Customer experience added as a novelty to the research and Technology Acceptance Model is used as the main theory in this study. The method in this study uses a quantitative approach using purposive sampling technique that produces 195 samples. This study found that customer experience did not influence shopping engagement. Purchasing intentions are positively influenced by shopping engagement. This study is useful for online food delivery app managers so it can provide exclusive offers to users to increase shopping engagement. This research shows that a good customer experience may be able to increase customer engagement while shopping, however it does not necessarily have a positive impact on customer loyalty levels.

Keywords

Customer Experience, Focused Attention, Intention to Buy, Shopping Engagement, Shopping Enjoyment

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