Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengkaji pengaruh kualitas website terhadap kepuasan pelanggan, dengan motivasi belanja hedonis dan pembelian impulsif sebagai variabel mediasi pada generasi z di kota banda aceh. data dikumpulkan melalui penyebaran kuesioner yang berhasil dihimpun dari 158 responden. teknik pengambilan sampel dilakukan secara purposive sampling. proses analisis data menggunakan metode structural equation modelling (sem) dengan bantuan software smart pls. hasil penelitian menunjukkan bahwa kualitas website memiliki pengaruh signifikan terhadap kepuasan pelanggan, baik secara langsung maupun secara tidak langsung melalui motivasi belanja hedonis dan pembelian impulsif sebagai mediator. temuan ini mengungkapkan bahwa semakin baik kualitas suatu website, maka semakin tinggi pula motivasi hedonis konsumen serta mendorong terjadinya pembelian impulsif dan pada akhirnya meningkatkan kepuasan pelanggan. penelitian ini diharapkan dapat memberikan masukan bagi para pelaku usaha agar terus memperbaiki kualitas website mereka, sehingga mampu menciptakan pengalaman belanja yang menyenangkan sekaligus memuaskan bagi generasi z. kata kunci : website quality, customer satisfaction, hedonic shopping motivation, impulse buying.

ABSTRACT This study aims to analyze the effect of website quality on customer satisfaction with Hedonic Shopping Motivation and Impulse Buying as Mediating Variables among Generation Z in Banda Aceh. Data collection in this research was conducted using a questionnaire with a total sample of 158 respondents. The sampling technique used in this study was purposive sampling, Data analysis was carried out using Structural Equation Modelling (SEM) with the assistance of Smart PLS software. The results of the study indicate that Website Quality has a significant effect on Customer Satisfaction, both directly and indirectly through Hedonic Shopping Motivation and Impulse Buying as mediating variables. These findings reveal that the better the quality of a website, the higher the consumer's hedonic motivation and encourage impulsive purchases and ultimately increase customer satisfaction.. This research is expected to provide implications for business actors to improve website quality in order to create a pleasant and satisfying shopping experience for Generation Z. Key Word : Website Quality, Customer Satisfaction, Hedonic Shopping Motivation, Impulse Buying.