Pengaruh Kepercayaan Teknologi dan Kesadaran Lingkungan terhadap Kepuasan Pelanggan Gen Z dalam Penggunaan Struk Digital di Alfamart Tangerang Selatan

Abstract

The purpose of this study is to examine the effects of Technology Trust and Environmental Awareness on Generation Z Customer Satisfaction with the use of digital receipts at Alfamart in South Tangerang. The development of digital technology has encouraged modern retailers such as Alfamart to adopt digital receipt features through the Alfagift application as an effort to improve service efficiency while supporting environmental sustainability. This study employed a quantitative approach using a causal associative method. Data were collected through a survey using a five-point Likert scale involving 100 Generation Z respondents in South Tangerang who used Alfagift digital receipts. Participants were selected using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that Technology Trust has a positive and significant effect on Customer Satisfaction (T-statistic = 5.320, p-value = 0.000). Similarly, Environmental Awareness has a positive and significant effect on Customer Satisfaction (T-statistic = 6.443, p-value = 0.000). Technology Trust and Environmental Awareness jointly demonstrate a strong explanatory power for Generation Z Customer Satisfaction, with an R-squared value of 0.817 (81.7%), while the remaining 18.3% is explained by factors outside the model. These findings are expected to provide valuable insights for Alfamart in optimizing the reliability of its digital systems and strengthening its sustainability communication strategies.