Determinan Intensi Penggunaan dan Advokasi Merek Pada Generasi Z di Jabodetabek: Investigasi Pada Aplikasi Bibit

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Michael Christian
Fabianus Fensi
Pangestu Arifin

Abstract

Penelitian ini dilatarbelakangi oleh semakin pesatnya perkembangan aplikasi dan penggunanya, tidak terkecuali Bibit. Di masa COVID-19 sendiri, penggunaan aplikasi ini sendiri telah mengalami pertumbuhan yang signifikan, khususnya dalam menargetkan pengguna dari kalangan muda seperti generasi Z. Terbntuknya kesadaran untuk melakukan investasi seperti pada reksadana juga turut mendukug pertumbuhan penggunaan aplikasi ini. Berdasarkan hal ini, penelitian ini bertujuan untuk menganalisis intensi penggunaan Bibit dan tindakan untuk melakukan advokasi pada merek Bibit itu sendiri. PLS-SEM dan alat analisis SmartPLS digunakan pada penelitian untuk menganalisis 230 responden generasi Z yang berdomisi di Jabodetabek. Hasil penelitian ini menjelaskan bahwa aspek kemudahan penggunaan lebih dominan membentuk pengaruh penggunaan intensi penggunaan aplikasi Bibit. Selain itu, intensi penggunaan aplikasi Bibit ini sendiri dapat membentuk intensi melakukan advokasi merek Bibit itu sendiri. Keterbatasan yang ada dalam penelitian ini yaitu penggunaan kelompok responden yang hanya melibatkan satu generasi saja. Sedangkan area penelitian dapat diperluas untuk penelitian berikutnya

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How to Cite
Christian, M., Fensi, F., & Arifin, P. (2023). Determinan Intensi Penggunaan dan Advokasi Merek Pada Generasi Z di Jabodetabek: Investigasi Pada Aplikasi Bibit . Jurnal E-Bis, 7(2), 472-485. https://doi.org/10.37339/e-bis.v7i2.1182

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