Persepsi Kemudahan Penggunaan Terhadap Keputusan Pembelian SpayLater: Peran Mediasi User Experience di Kalangan Generasi Z Kota Denpasar
DOI:
https://doi.org/10.55606/jurimbik.v6i1.1729Keywords:
perceived ease of use, user experience, purchase decision, SpayLater, Generation ZAbstract
This study aims to examine the effect of perceived ease of use on purchase decisions with user experience as a mediating variable in the context of SpayLater usage among Generation Z in Denpasar City. The research employed a quantitative approach using an online survey distributed to 120 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The findings reveal that perceived ease of use does not directly influence purchase decisions but has a positive and significant effect on user experience. Furthermore, user experience significantly affects purchase decisions and fully mediates the relationship between perceived ease of use and purchase decisions. These results indicate that user experience plays a crucial role in shaping purchasing behavior among Generation Z SpayLater users. The study suggests that digital service providers should enhance user experience quality by improving interface design, ensuring smooth navigation, and maintaining transaction security to strengthen user satisfaction and encourage sustainable purchasing behavior among young consumers.
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