Faktor Faktor yang Mempengaruhi Purchase Intention Codashop pada Generasi Z di Kota Depok
DOI:
https://doi.org/10.63822/feat8r80Keywords:
Purchase Intention; Perceived Ease of Use; Perceived Usefulness; Perceived Playfulness; Attitude; Codashop; Generation Z.Abstract
This study aims to analyze the effects of perceived ease of use, perceived usefulness, perceived playfulness, and attitude on purchase intention toward Codashop top-up services among Generation Z in Depok. This research employed a quantitative approach using a survey method. The population consisted of Generation Z in Depok who had used Codashop at least once. The sample was selected using purposive sampling, resulting in 198 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that perceived ease of use and perceived playfulness have a positive and significant effect on purchase intention. Meanwhile, perceived usefulness and attitude do not have a significant effect on purchase intention. The R-square value of 0.308 indicates that the four independent variables explain 30.8% of the variance in purchase intention, while the remaining variance is explained by other variables outside the model. This study contributes theoretically to digital consumer behavior research and practically to Codashop in improving user experience and marketing strategies for Generation Z.
Downloads
References
A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition. (n.d.).
Ajzen, I. (n.d.). The Theory of Planned Behavior.
Akmal, M., & Nurlaela, S. (2025). Pengaruh Perceived Ease of Use, Perceived Usefulness, Perceived Value Terhadap Customer Satisfaction dan Repurchase Intention pada Aplikasi Pesan Antar Makanan. Jurnal Cendekia Ilmiah, 5(1).
Candrawati, T., & Widiastuti, R. (2026). The influence of perceived usefulness, perceived ease of use, compatibility and subjective norm on the use of e-money. European Public and Social Innovation Review, 11, 1–15. https://doi.org/10.31637/epsir-2026-2072.
Catană, Ștefan A., Imbrișcă, C. I., & Veith, C. (2025). Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 1–21. https://doi.org/10.3390/jtaer20040260.
Dewi Noor Susanti, & Rahma Wulandari. (2024). Pengaruh Perceived Usefulness, Perceived Ease of Use, Product Features Dan Reference Group Terhadap Keputusan Penggunaan Tik Tok. MASMAN: Master Manajemen, 2(1), 133–146. https://doi.org/10.59603/masman.v2i1.314.
Ghosh, M. (2024). Meta-analytic review of online purchase intention: conceptualising the study variables. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2023.2296686.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., & Balemi, A. (2007). The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(8), 1033–1049. https://doi.org/10.1016/j.foodqual.2007.04.007.
Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001.
Hussain, A., Mirza, F., Sarker, M., & Ting, D. H. (2025). From Play to Pay: Exploring Imaginal and Emotional Virtual Item Retail Experiences in Online Game Environment. International Journal of Human-Computer Interaction, 41(14), 8897–8911. https://doi.org/10.1080/10447318.2024.2415758.
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022a). Number of Response Options, Reliability, Validity, and Potential Bias in the Use of the Likert Scale Education and Social Science Research: A Literature Review. In International Journal of Educational Methodology (Vol. 8, Number 4, pp. 625–637). Eurasian Society of Educational Research. https://doi.org/10.12973/ijem.8.4.625.
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022b). Number of Response Options, Reliability, Validity, and Potential Bias in the Use of the Likert Scale Education and Social Science Research: A Literature Review. In International Journal of Educational Methodology (Vol. 8, Number 4, pp. 625–637). Eurasian Society of Educational Research. https://doi.org/10.12973/ijem.8.4.625.
lfj, P. J. ae·rj , & Bandung. (2024). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D. www.cvalfabeta.com
Mkedder, N., Bakır, M., Aldhabyani, Y., & Ozata, F. Z. (2024). Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming. Central European Management Journal, 32(3), 368–391. https://doi.org/10.1108/CEMJ-09-2023-0350.
Moon, J.-W., & Kim, Y.-G. (n.d.). Extending the TAM for a World-Wide-Web context. Retrieved http://www.cc.gatech.edu/gvu/user_surveys/papers/.
Mumu, J., Tanujaya, B., Charitas, R., & Prahmana, I. (2022). Likert Scale in Social Sciences Research: Problems and Difficulties. FWU Journal of Social Sciences, 16(4), 89–101. https://doi.org/10.51709/19951272/Winter2022/7.
Netemeyer, R., & Ryn, M. Van. (1991). The Theory of Planned Behavior.
Nguyen, T. T., Thi Thu Truong, H., & Le-Anh, T. (2023). Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model. SAGE Open, 13(4), 1–16. https://doi.org/10.1177/21582440231218814.
Nguyen Thi, B., Tran, T. L. A., Tran, T. T. H., Le, T. T., Tran, P. N. H., & Nguyen, M. H. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143016.
Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2413376.
Ozili, P. K. (2023). The acceptable R-square in empirical modelling for social science research.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284.
Roy, S. K., Sarkar, U., Khan, M. R., Pervin, M. T., & Ahad, A. Al. (2025). Generation Z’s Behavioral Factors Affecting Purchase Intention Through Social Media Portals: A Hybrid PLS-SEM and ANN Modeling Approach. SAGE Open, 15(3). https://doi.org/10.1177/21582440251363319.
Ruangkanjanases, A., Khan, A., Sivarak, O., Rahardja, U., & Chen, S. C. (2024). Modeling the Consumers’ Flow Experience in E-commerce: The Integration of ECM and TAM with the Antecedents of Flow Experience. SAGE Open, 14(2), 1–13. https://doi.org/10.1177/21582440241258595
Shanbhogue, A. V., & Ranjith, V. K. (2023). Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market. F1000Research, 12, 384. https://doi.org/10.12688/f1000research.131103.1.
Shu En, L., Sufian, A., Azman, H., & Ziyad Mohd Zamri, A. (n.d.). Examining the Effects of Perceived Usefulness, Perceived Ease of Use, Shopping Orientation, and Online Trust on Online Purchase Intention. https://doi.org/10.47772/IJRISS.
Singh, P. (2024). What Drives or Decelerates Generation Z? An Empirical Study Navigating Consumer Buying Intentions in Online Shopping. SAGE Open, 14(3), 1–15. https://doi.org/10.1177/21582440241263173.
Sun, J., Wang, Y., Miao, W., Wei, W., Yang, C., Chen, J., Yang, F., Ren, L., & Gu, C. (2023). A study on how to improve users’ perceived playfulness in and continuance intention with VR technology to paint in virtual natural landscapes. Heliyon, 9(5), e16201. https://doi.org/10.1016/j.heliyon.2023.e16201.
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.
Yang, Y., Lin, J., Chen, T., Lin, S., Chen, J., Miao, W., Wei, W., Sun, H., Sun, J., & Gu, C. (2022). A study on the effects of perceived playfulness and emotional support in interactive learning environments for German language acquisition—A role-playing library system case. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1073985.
Yulian, R., Ruhama’, U., & Yuniarti, Y. (2024). Factors Affecting English Foreign Language (EFL) Learners’ Acceptance of Content-Based Language Application for Language Learning. International Journal of Information and Education Technology, 14(2), 318–332. https://doi.org/10.18178/ijiet.2024.14.2.2054.
Zeqiri, J., Ramadani, V., & Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust. Economic Research-Ekonomska Istrazivanja, 36(3). https://doi.org/10.1080/1331677X.2022.2153721.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fathannaufal Amiludin, Diena Noviarini , Meta Bara Berutu (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
