EVALUASI PENERIMAAN PENGGUNA GENERASI Z TERHADAP DAMRI APPS MENGGUNAKAN MODEL UTAUT

Dhavina Ocxa; Asif Faroqi; Eristya Maya Safitri

doi:10.24252/instek.v10i2.57284

Authors

Dhavina Ocxa UPN Veteran Jawa Timur
Asif Faroqi UPN Veteran Jawa Timur
Eristya Maya Safitri UPN Veteran Jawa Timur

DOI:

https://doi.org/10.24252/instek.v10i2.57284

Keywords:

DAMRI Apps, Generasi Z, UTAUT, Purchase Decision, Repurchase Intention, Trust

Abstract

Meskipun telah diunduh lebih dari satu juta kali, DAMRI Apps masih menghadapi berbagai keluhan dari pengguna, seperti informasi jadwal yang tidak akurat dan proses registrasi yang sulit. Tantangan ini menimbulkan pertanyaan mengenai sejauh mana aplikasi tersebut telah diterima oleh Generasi Z, kelompok digital native yang menjadi target utama transformasi layanan publik berbasis digital. Penelitian ini menganalisis faktor-faktor yang memengaruhi penerimaan Generasi Z terhadap DAMRI Apps dengan menggunakan model Unified Theory of Acceptance and Use of Technology (UTAUT) yang dimodifikasi. Analisis dilakukan menggunakan metode PLS-SEM dengan bantuan SmartPLS 3 dan melibatkan 415 responden Generasi Z di Indonesia. Hasil penelitian menunjukkan bahwa Performance Expectancy (β = 0.321; p < 0.05), Effort Expectancy (β = 0.285; p < 0.05), Social Influence (β = 0.352; p < 0.01), dan Facilitating Conditions (β = 0.276; p < 0.05) berpengaruh positif terhadap Trust. Selanjutnya, Trust berpengaruh signifikan terhadap Purchase Decision (β = 0.463; p < 0.001), Purchase Decision berpengaruh terhadap User Satisfaction (β = 0.502; p < 0.001), dan User Satisfaction memiliki pengaruh paling kuat terhadap Repurchase Intention (β = 0.725; p < 0.001). Hasil ini menegaskan bahwa kepercayaan pengguna menjadi faktor kunci dalam membentuk kepuasan dan loyalitas Generasi Z terhadap DAMRI Apps, serta menunjukkan pentingnya peningkatan akurasi sistem dan keamanan aplikasi.

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