Pengaruh Kualitas Layanan dan Difusi Inovasi Terhadap Kepuasan Konsumen Gen Z di Jakarta
DOI:
https://doi.org/10.53682/mk.v6i1.11264Keywords:
Difusi Inovasi, Gen Z, Kualitas Layanan, Kepuasan KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Layanan
(Service Quality) dan Difusi Inovasi (Diffusion of Innovation) terhadap
Kepuasan Konsumen Generasi Z dalam penggunaan layanan transportasi
online hijau di Jakarta. Desain penelitian ini menggunakan pendekatan
kuantitatif dengan metode survei. Populasi penelitian adalah konsumen
Generasi Z yang berdomisili di Jakarta, dengan sampel sebanyak 100
responden yang diambil menggunakan teknik purposive sampling.
Pengumpulan data dilakukan melalui kuesioner online, dan analisis data
menggunakan teknik Structural Equation Modeling-Partial Least Squares
(SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian
menunjukkan bahwa baik Kualitas Layanan maupun Difusi Inovasi
memiliki pengaruh positif dan signifikan terhadap Kepuasan Konsumen.
Inovasi fitur, efisiensi layanan, kemudahan penggunaan aplikasi, serta
aspek ketepatan waktu, keamanan, dan keramahan pengemudi dinilai
sangat penting dalam membentuk kepuasan konsumen. Temuan ini
menegaskan bahwa inovasi berkelanjutan dan kualitas layanan yang
konsisten menjadi faktor kunci untuk mempertahankan loyalitas konsumen
Generasi Z di era digital..
This study aims to analyze the influence of service quality and diffusion of innovation on
Generation Z consumer satisfaction with green online transportation services in Jakarta. The
research design applied a quantitative approach with a survey method. The population
consisted of Generation Z consumers residing in Jakarta, and the sample comprised 100
respondents selected through purposive sampling. Data were collected via online
questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares
(SEM-PLS) with the SmartPLS software. The results indicate that both Service Quality and
Diffusion of Innovation positively and significantly affect consumer satisfaction. Innovation
features, service efficiency, ease of application use, as well as aspects of punctuality, safety,
and driver friendliness are critical in shaping consumer satisfaction. These findings confirm
that continuous innovation and consistent service quality are essential factors in maintaining
the loyalty of Generation Z consumers in the digital era.
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