PENGARUH PERCEIVED EASE OF USE, PERCEIVED ENJOYMENT, DAN TRUSTWORTHINESS TERHADAP MINAT GENERASI Z MENGGUNAKAN TIKTOK SEBAGAI SEARCH ENGINE

Catra Banu Indra Puri, . (2026) PENGARUH PERCEIVED EASE OF USE, PERCEIVED ENJOYMENT, DAN TRUSTWORTHINESS TERHADAP MINAT GENERASI Z MENGGUNAKAN TIKTOK SEBAGAI SEARCH ENGINE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid development of digital technology has transformed information-seeking behavior among Generation Z. TikTok, which was initially recognized as an entertainment platform, is increasingly being utilized as a search engine to obtain information about products, services, businesses, and various other topics. This study aims to examine the influence of Perceived Ease of Use, Perceived Enjoyment, and Trustworthiness on Generation Z's intention to use TikTok as a search engine. A quantitative research approach was employed, with data collected through questionnaires distributed to 150 Generation Z respondents residing in Jakarta, Indonesia, who had previously used TikTok as an information search platform. Data were analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with SmartPLS 4.0 software. The findings indicate that Perceived Ease of Use has a positive and significant effect on the intention to use TikTok as a search engine. Perceived Enjoyment also has a positive and significant effect on usage intention. Meanwhile, Trustworthiness has a negative and significant effect on usage intention. This study concludes that perceived ease of use and perceived enjoyment are the primary factors driving Generation Z's intention to use TikTok as a search engine. In contrast, trustworthiness is not the main consideration when using TikTok as an information-search platform.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2210111103] [Pembimbing : Maria Assumpta Wikantari] [Penguji 1 : Ajeng Septiana Wulansari] [Ketua Penguji : Dienni Ruhjatini]
Uncontrolled Keywords: Marketing, Social Media, Generation Z, Perceived Ease of Use, Perceived Enjoyment, Search Engine, TikTok, Trustworthiness, Usage Intention.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: CATRA BANU INDRA PURI
Date Deposited: 07 Sep 2026 17:06
Last Modified: 07 Sep 2026 17:06
URI: http://repository.upnvj.ac.id/id/eprint/52752

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