Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z

ABSTRACT The purpose of this study was to determine the effect of Customer Involvement on Customer Participation in e-commerce transactions in Generation Z; to determine the effect of Customer Involvement on Customer Experience in e-commerce transactions in Generation Z; to determine the effect of Customer Participation on Customer Engagement in e-commerce transactions in Generation Z; to determine the effect of Customer Experience on Customer Engagement on e-commerce transactions in generation Z and to determine the effect of Customer Involvement on Customer Engagement on e-commerce transactions in generation Z. This study uses a sample of people who have made purchases at e-commerce in Tokopedia/Shopee with a sampling technique in the form of non-probability sampling and obtained a sample of 213 respondents. While the data analysis technique used SEM AMOS. The results of the analysis and discussion can be concluded that Customer Involvement has a positive effect on Customer Engagement, Customer Involvement has a positive effect on Customer Experience, Customer Participation has no positive effect on Customer Engagement, Customer Experience has a positive effect on Customer Engagement and Customer Involvement has a positive effect on Customer Engagement   Keywords: Customer Involvement, Customer Participation, Customer Engagement and Customer ExperienceABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Participation pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Experience pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Participation terhadap Customer Engagement pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Experience terhadap Customer Engagement pada transasksi e-commerce pada generasi Z serta untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Engagement pada transasksi e-commerce pada generasi Z.  Penelitian inimenggunakan sampel orang yang pernah melakukan pembelian di e-commerce di Tokopedia/ Shopee dengan teknik pengambilan sampel berupa nonprobability sampling dan diperoleh sampel sebanyak 213 responden. Sedangkan teknik analisis data menggunakan SEM AMOS. Berdasarkan hasil analisis dan pembahasan dapat ditarik kesimpulan bahwa Customer Involvement berpengaruh positif terhadap Customer Participation, Customer Involvement berpengaruh positif terhadap Customer Experience, Customer Participation tidak berpengaruh terhadap Customer Engagement, Customer Experience berpengaruh positif terhadap Customer Engagement dan Customer Involvement berpengaruh positif terhadap Customer Engagement   Kata Kunci: Customer Involvement, Customer Participation, Customer Engagement dan Customer Experienc