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E-commerce di Indonesia menghadapi konversi yang rendah, yang menempatkan keberlanjutan bisnis dalam bahaya. Sangat penting bagi e-commerce untuk meningkatkan tingkat konversi. Namun, strategi yang digunakan untuk meningkatkan tingkat konversi mungkin tidak mencapai hasil yang signifikan jika tidak dirumuskan berdasarkan pemahaman yang komprehensif tentang target pasar. Penelitian ini menganalisis pengaruh kegunaan yang dirasakan, persepsi kemudahan penggunaan, dan norma subjektif pada niat pembelian Generasi X dan Y, dua segmen pasar potensial untuk e-commerce. Responden yang mengisi kuesioner sebanyak 100 orang, terdiri dari dua generasi (X dan Y). Dalam melakukan penelitian ini, peneliti menggunakan analisis regresi berganda. Temuan menunjukkan, terlepas dari generasi, kegunaan yang dirasakan, persepsi kemudahan penggunaan, dan norma subjektif memiliki pengaruh positif dan signifikan terhadap niat pembelian, dengan norma subjektif memiliki pengaruh terkuat dibandingkan dengan variabel lain. Namun, ketika Generasi X dan Y dihitung secara terpisah, temuan menunjukkan pola yang berbeda. Untuk Generasi X, variabel dengan pengaruh paling signifikan pada niat pembelian e-commerce adalah persepsi kemudahan penggunaan dan kemudian  diikuti oleh norma subjektif, sedangkan kegunaan  yang dirasakan tidak memiliki pengaruh yang signifikan. Di sisi lain, untuk Generasi Y, kegunaan yang dirasakan memiliki pengaruh paling signifikan terhadap niat pembelian mereka. e-commerce in Indonesia is facing low conversion, which puts the sustainability of the business in jeopardy. It is crucial for e-commerce to increase the conversion rate. However, the strategy employed to improve the conversion rate may not achieve a significant result if it is not formulated based on a comprehensive understanding of the target market. This research analyzes the influence of perceived usefulness, perceived ease of use, and subjective norms on purchase intention of Generation X and Y, two potential market segments for e-commerce. The respondents that filled out the questionnaire were 100, which were equally composed of the two generations. In conducting this research, the researcher employed multiple regression analysis. The findings revealed that regardless the generation, perceived usefulness, perceived ease of use, and subjective norms have positive and significant influence on purchase intention, with subjective norms having the strongest influence compared to other variables. However, when the responses of Generation X and Y were calculated separately, the findings showed different patterns of result. For Generation X, the variable with most significant influence on e-commerce purchase intention is perceived ease of use followed by subjective norms, while perceived usefulness has insignificant influence. On the other hand, for Generation Y, perceived usefulness has the most significant influence on their purchase intention

Comparison of Generation X and Y: Perceived Usefulness, Perceived Ease of Use, and Subjective Norms on Purchase Intention in E-Commerce