Analisis Niat Konsumsi Layanan Pijat Tradisional Pada Konsumen Generasi Milenial Dan Generasi Z

Hakim, Hanif Rahman (2026) Analisis Niat Konsumsi Layanan Pijat Tradisional Pada Konsumen Generasi Milenial Dan Generasi Z. Other thesis, INSTITUT TEKNOLOGI SEPULUH NOPEMBER.

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Abstract

Industri pijat tradisional di Indonesia terus berkembang seiring meningkatnya kesadaran self-care Generasi Milenial dan Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh performance expectancy, effort expectancy, social influence, dan price value terhadap customer satisfaction, serta dampaknya terhadap behavioral intention pada layanan pijat tradisional komersial. Penelitian kuantitatif ini menggunakan model UTAUT2 yang dimodifikasi dengan memposisikan customer satisfaction sebagai variabel mediasi. Data dikumpulkan dari 185 responden Generasi Milenial dan Generasi Z di Indonesia, kemudian dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa effort expectancy dan price value berpengaruh positif dan signifikan terhadap customer satisfaction, sedangkan performance expectancy dan social influence tidak memiliki pengaruh yang signifikan. Lebih lanjut, customer satisfaction terbukti berpengaruh positif dan sangat signifikan terhadap behavioral intention, serta memediasi secara signifikan pengaruh effort expectancy dan price value terhadap behavioral intention. Penelitian ini memperluas aplikasi UTAUT2 di ranah jasa fisik non-teknologi serta memberikan panduan manajerial bagi pelaku usaha pijat dalam merancang strategi layanan yang membidik konsumen generasi muda.
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The traditional massage industry in Indonesia continues to grow alongside the increasing self-care awareness among Millennials and Generation Z. This study aims to analyze the effects of performance expectancy, effort expectancy, social influence, and price value on customer satisfaction, and its subsequent impact on behavioral intention in commercial traditional massage services. This quantitative research employs a modified UTAUT2 model, positioning customer satisfaction as a mediating variable. Data were collected from 185 Millennial and Generation Z respondents in Indonesia and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results indicated that effort expectancy and price value had a positive and significant effect on customer satisfaction, while performance expectancy and social influence were not significant. Customer satisfaction also had a positive and highly significant effect on behavioral intention, and significantly mediated the effects of effort expectancy and price value on behavioral intention. This study extends the application of UTAUT2 in non-technology physical services and provides managerial guidelines for massage businesses targeting young consumers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	behavioral intention, customer satisfaction, generasi Milenial, generasi Z, pijat tradisional, UTAUT2 behavioral intention, customer satisfaction, Generation Z, Millennials, traditional massage, UTAUT2.
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Hanif Rahman Hakim
Date Deposited:	28 Jul 2026 01:25
Last Modified:	28 Jul 2026 01:25
URI:	http://repository.its.ac.id/id/eprint/138075

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