PENGARUH PERCEIVED USEFULNESS DAN PERCEIVED EASE OF USE TERHADAP KECENDERUNGAN GEN Z MENJADI BRAND EVANGELIST

Dewi Kumalasari, Ibnu Harris

Abstract


The purpose of this study is to analyze and to find out the effect of perceived usefulness and perceived ease of use on the tendency of generation Z in Batam City to become a brand evangelist. The background of this research is because generation Z is a generation that is familiar with the use of digital technology and communication, such as social media, so it does not impossible for generation Z's tendency to become a brand evangelist. The method used in this research is a quantitative approach method with a total of 107 respondents from generation Z in Batam City. Respondents in this study were selected using a non probability sampling method with purposive sampling technique. The research data were analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS) assisted by Google Colaboratory (Python). The results of this study reveal that perceived usefulness and perceived ease of use affect the tendency of generation Z in Batam City to become brand evangelists.

Tujuan dari penelitian ini adalah untuk menganalisis dan mengetahui pengaruh perceived usefulness (persepsi manfaat) dan perceived ease of use (persepsi kegunaan) terhadap kecenderungan generasi Z di Kota Batam untuk menjadi seorang brand evangelist. Latar belakang penelitian ini dilakukan adalah generasi Z merupakan generasi yang akrab dengan penggunaan teknologi digital dan komunikasi, seperti media sosial, sehingga tidak menutup kecenderungan generasi Z dapat menjadi seorang brand evangelist. Metode yang digunakan dalam penelitian ini adalah metode pendekatan kuantitatif dengan jumlah responden sebanyak 107 orang dari generasi Z di Kota Batam. Responden dalam penelitian ini dipilih menggunakan metode non probability sampling dengan teknik purposive sampling. Data hasil penelitian dianalisis dengan menggunakan Structural Equation Modelling dengan Partial Least Square (SEM-PLS) dibantu dengan Google Colaboratory (Python). Hasil penelitian ini mengungkapkan bahwa perceived usefulness dan perceived ease of use berpengaruh terhadap kecenderungan generasi Z di Kota Batam untuk menjadi brand evangelist.


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DOI: https://doi.org/10.56486/kompleksitas.vol13no1.541

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