PENGARUH KUALITAS WEBSITE DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUASAN KONSUMEN DI E-COMMERCE TOKOPEDIA PADA GENERASI Z DENGAN DIMEDIASI OLEH MINAT BELI

This study aims to analyze the influence of website quality and ease of use on
consumer satisfaction in Tokopedia e-commerce among Generation Z, with
purchase intention as a mediating variable. The research method used is
quantitative with an explanatory research approach, involving 160 respondents
from Generation Z in Lowokwaru District, Malang City. Data was collected
through questionnaires and analyzed using scale range techniques, path analysis,
and Sobel tests. Data was processed using SPSS software. The results of the study
indicate that website quality has a positive and significant influence on consumer
satisfaction, and usability also has a positive and significant influence on consumer
satisfaction. Additionally, website quality and usability were found to have a
positive and significant influence on purchase intention. Purchase intention acts as
a mediator that strengthens the relationship between website quality and ease of
use on consumer satisfaction. These findings provide important insights for ecommerce managers to improve service quality and user experience, thereby
enhancing consumer satisfaction among Generation Z. This study is expected to
serve as a reference for future research in the field of marketing management.