Pengaruh Pengalaman Pengguna terhadap Niat Beli melalui Mediasi Kepuasan Pengguna Generasi X pada Aplikasi Shopee

Whitney Rizkia Ananda Putri; Putu Dyah Permatha Korry

doi:10.31004/riggs.v4i4.4711

Authors

Whitney Rizkia Ananda Putri Universitas Pendidikan Nasional
Putu Dyah Permatha Korry Universitas Pendidikan Nasional

DOI:

https://doi.org/10.31004/riggs.v4i4.4711

Keywords:

Pengalaman Pengguna, Kepuasan Pengguna, Niat Beli, E-commerce, Shopee, Generasi X, Perilaku Konsumen Digital

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pengguna (user experience) terhadap niat beli (purchase intention) yang dimediasi oleh kepuasan pengguna (user satisfaction) pada platform Shopee, dengan fokus khusus pada perilaku belanja Generasi X di Kota Denpasar. Latar belakang penelitian didasari pada pertumbuhan signifikan adopsi e-commerce di Indonesia, di mana Shopee muncul sebagai platform dominan. Meskipun demikian, perilaku belanja digital Generasi X, yang kini semakin aktif secara online, masih menjadi celah penelitian yang jarang dieksplorasi. Generasi X, yang berada di antara generasi pra-digital dan milenial, menawarkan perspektif unik; mereka semakin adaptif terhadap teknologi namun tetap mengutamakan efisiensi, keamanan, dan kemudahan dalam bertransaksi. Kerangka teoretis mengintegrasikan Technology Acceptance Model (TAM) untuk menjelaskan penerimaan awal Generasi X terhadap platform, dan Theory of Planned Behavior (TPB) untuk memahami bagaimana sikap positif yang dibentuk oleh pengalaman dan kepuasan mendorong terbentuknya niat beli. Penelitian ini mengadopsi pendekatan kuantitatif. Data primer akan dikumpulkan dari 150 responden Generasi X yang merupakan pengguna aktif Shopee di Kota Denpasar melalui instrumen kuesioner. Data yang diperoleh akan dianalisis menggunakan teknik Partial Least Square Structural Equation Modeling (PLS-SEM) untuk menguji signifikansi hubungan antar variabel serta peran mediasi kepuasan pengguna. Hasil penelitian ini diharapkan memberikan kontribusi teoretis pada kajian perilaku konsumen digital dan implikasi praktis bagi manajemen Shopee dalam merancang strategi yang lebih tepat sasaran untuk memenuhi ekspektasi Generasi X.

Downloads

Download data is not yet available.

References

Aghivirwiati, G. A., & Kunci, K. (2023). Pengaruh Customer Experience Dan Kepuasan Terhadap Purchase Intention Tiktok Shop. 12(07), 1330–1339. https://ojs.unud.ac.id/index.php/EEB/

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Bambang Sugiyanto, L. (2024). The Influence of Price Perception and Customer Experience on Purchase Intention Mediated by Customer Satisfaction (Empirical Study: Hai Di Lao Restaurant Consumers in Jakarta). In Asian Journal of Social and Humanities (Vol. 2). https://ajosh.org/

Bening, S. A., Dachyar, M., Pratama, N. R., Park, J., & Chang, Y. (2023). E-Commerce Technologies Adoption Strategy Selection in Indonesian SMEs Using the Decision-Makers, Technological, Organizational and Environmental (DTOE) Framework. Sustainability (Switzerland), 15(12). https://doi.org/10.3390/su15129361

BPS, B. P. S. (2024). Jumlah Penduduk Menurut Kelompok Umur dan Jenis Kelamin di Kota Denpasar (Ribu Jiwa), 2023. Badan Pusat Statistik. https://denpasarkota.bps.go.id/id/statistics-table/2/MzAwIzI=/jumlah-penduduk-menurut-kelompok-umur-dan-jenis-kelamin-di-kota-denpasar.html

Chi, T. (2018). Mobile Commerce Website Success: Antecedents of Consumer Satisfaction and Purchase Intention. Journal of Internet Commerce, 17(3), 189–215. https://doi.org/10.1080/15332861.2018.1451970

Darmawi, M., & Ruslim, T. S. (2024). Predicting Repurchase Intention With E-Satisfaction As A Mediator On E-Commerce Shopee. International Journal of Application on Economics and Business (IJAEB, 2(4), 2987–1972. https://doi.org/10.24912/ijaeb.v2i4.571-581

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008

Fawaiq Suwanan, A., & Rachmani Allya, H. (2024). The Nexus between Social Presence, Customer Experience and Purchase Intention in Social Commerce Platform Toward Sustainable Digital Economic Development. KnE Social Sciences. https://doi.org/10.18502/kss.v9i4.15099

Fransiskus, R., & Nurbaity Lubis, A. (2025). Analysis Of The Influence Of User Experience And Product Quality On Repurchase Intention With User Satisfaction As An Intervening Variable Uniqlo App.

Grace, L., & Pardede, R. (2023). The Influence Of Sales Promotion And Customer Experience On Purchase Intention Mediated By Customer Satisfaction. International Journal of Social Service and Research, 3(10), 2692–2700. https://doi.org/10.46799/ijssr.v3i10.569

Gunarso, L. A., & Setiawan, A. (2022). User Experience Sebagai Variabel Intervening Dalam Purchase Decision Making Model Pengguna Sistem Informasi Penjualan E-Commerce Grup Go-To Selama Pandemi Covid-19. Business Management Analysis Journal (BMAJ), 5(2), 189–209. https://doi.org/10.24176/bmaj.v5i2.7905

Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027

Hassenzahl, M. (2010). User Experience and Experience Design. https://www.researchgate.net/publication/259823352

Jawad, A. (2025). Multimodal Review Annotations and Consumer Perception: Examining the Effects of Processing Fluency and Cognitive Overload.

Kasman, A. M., & Tahir, A. (2025). The Influence of Customer Experience and Customer Satisfaction on Purchasing Decisions with Purchase Intention as an Intervening Variable in the My Pertamina Application.

Khodijah, S., Puruwita, D., & Fidhyallah, N. F. (2025). Pengaruh Online Customer Review Terhadap Purchase Intention Melalui Trust Pada Produk Skincare Di Platform Tiktok (Vol. 4, Issue 4).

Knezevic, B., Falat, M., & Mestrovic, I. S. (2020). Differences between x and y generation in attitudes towards online book purchasing. Journal of Logistics, Informatics and Service Science, 7(1), 1–16. https://doi.org/10.33168/LISS.2020.0101

Liu, Y. (2023). Effects of user experience in live marketing on consumer purchase intention. In BCP Business & Management IMIM (Vol. 2022).

Nawir, F., & Arisena Hendrawan, S. (2024). The Impact of Website Usability and Mobile Optimization on Customer Satisfaction and Sales Conversion Rates in E-commerce Businesses in Indonesia Article Info ABSTRACT. The Eastasouth Journal of Information System and Computer Science, 2(01), 15–30. https://doi.org/10.58812/esiscs.v2i01

Nilsson, J., & Wall, O. (2017). Online customer experience, satisfaction and repurchase intention for online clothing retailing.

Nova, F., & Elma Fitria, P. (2023). An Influence Of User Experience And Brand Experience On The Customer Satisfaction At Disney+ Hotstar Digital Streaming Services. Jurnal Apresiasi Ekonomi, 11(2), 454–463. https://datareportal.com/reports/digital-%202022-global-digital-overview

Oliver, R. R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research.

Panjaitan, M., Winarto, Napitupulu, J., Maslan, J., & Normi, S. (2019). Examining generation X experiences on using e-commerce: Integrating the technology acceptance model and perceived risks. Journal of Physics: Conference Series, 1361(1). https://doi.org/10.1088/1742-6596/1361/1/012029

Prasetyo, R. I. (2025). Membaca Pikiran Pengguna dalam Strategi UX/UI (Menciptakan Pengalaman Digital yang Menarik dan Berkesan). https://www.researchgate.net/publication/389494123

Prasetyoputra, P., Prasetyoputra Pramono, P., & Sanica, G. (2025). User Experience Influence On Purchase Intention In Tokopedia. Journal of Universal Studies, 5(2), 2248–2264. http://eduvest.greenvest.co.id

Puiu, S., Demyen, S., Tănase, A. C., Vărzaru, A. A., & Bocean, C. G. (2022). Assessing the Adoption of Mobile Technology for Commerce by Generation Z. Electronics (Switzerland), 11(6). https://doi.org/10.3390/electronics11060866

Purnomo, S., Nurmalitasari, N., & Nurchim, N. (2024). Digital transformation of MSMEs in Indonesia: A systematic literature review. Journal of Management and Digital Business, 4(2), 301–312. https://doi.org/10.53088/jmdb.v4i2.1121

Rahman, I., Hidayat Muhtar, M., Mongdong, N. M., Setiawan, R., Setiawan, B., & Kristian Siburian, H. (2024). Copyright @ Harmonization of Digital laws and Adaptation Strategies in Indonesia focusing on E-Commerce and Digital transactions.

Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. Free Press.

Venkatesh, V., & Davis, F. D. (2000). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Wardhani, A. N. (2018). The Factors That Affect Customer Loyalty In Shopee Online Shop.

Yoga, I. M. S., & Triami, N. P. S. (2021). The Online Shopping Behavior of Indonesian Generation X. Journal of Economics, Business, & Accountancy Ventura, 23(3), 441–451. https://doi.org/10.14414/jebav.v23i3.2455