FROM CONVENIENCE TO REPURCHASE: THE ROLE OF ONLINE SHOPPING EXPERIENCE AND DIGITAL TRUST AMONG GEN Z CONSUMERS

The advancement of digital technology and the swift expansion of e-commerce have transformed consumer shopping behavior, particularly among Generation Z as a cohort of digital natives. While the convenience of digital platforms significantly affects online buying choices, mere ease of use is insufficient to cultivate loyalty in a highly competitive market; consumers also heavily evaluate their degree of trust in the digital platform. Therefore, this study aims to examine the effect of convenience and digital trust on repurchase intention, along with its broader impacts among Generation Z consumers. This research utilizes a quantitative methodology through a survey technique, involving a sample of 130 Generation Z e-commerce consumers in Grobogan Regency. The data is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research findings are anticipated to demonstrate that both convenience and digital trust play a crucial role in driving repurchase intention. Ultimately, this study contributes theoretically to the advancement of digital consumer behavior models and presents practical implications for e-commerce platforms aimed at fostering loyalty among Generation Z consumers.