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ABSTRACT:

This research study aims to analyze the impact between perceived ease of use, perceived security risk and information quality towards loyalty in the Indonesian marketplace for young generation (Z). This research is a quantitative using explanatory research and the sample of respondents uses non-probability sampling of online shop consumers. This quantitative method uses descriptive and data analysis using Smart PLS software with Multivariate analysis-Structural Equation Model Partial Least Square Method (SEM-PLS). The respondents sought were consumers of Generation Z who live in Indonesia. In contrast, it can be inferred that further research is necessary to examine the concept of E-Trust among e-commerce marketplace users in Indonesia. There is significant impact as a catalyst for facilitating online transactions within the realm of e-commerce. Besides that, the primary objective of this research study is to assess the impact between perceived ease of use, perceived security risk and information quality on loyalty using e-trust. Of course, to know a person's level of e-trust, it is also important to know where the e-commerce user comes from.

KEYWORDS:

Perceived ease of use, perceived security risk, information quality, loyalty, marketplace

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