ANALISIS PENERIMAAN GOOGLE ASSISTANT OLEH GENERASI Z MENGGUNAKAN MODEL TAM
DOI:
https://doi.org/10.36002/jutik.v12i2.4009Keywords:
Generation Z, Google Assistant, Behavioral Intention, Technology Acceptance Model (TAM), Technology AdoptionAbstract
This study aims to analyze the factors influencing the acceptance of Google Assistant among Generation Z in Indonesia using the Technology Acceptance Model (TAM) framework. As voice assistants become increasingly integrated into daily life, understanding the behavioral intentions of Generation Z as digital natives is essential. This research employed a quantitative approach by collecting data through an online questionnaire from 196 Generation Z respondents. The data were analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The findings indicate that all hypotheses were supported. Perceived Ease of Use (PEOU) significantly influenced both Perceived Usefulness (PU) and Attitude Toward Using (ATU). Furthermore, PU had a significant effect on ATU, and ATU proved to be a strong predictor of Behavioral Intention to Use (BI). The main conclusion is that ease of use serves as the most critical foundation for enhancing perceived usefulness, shaping positive attitudes, and fostering the intention of Generation Z to continue using Google Assistant.
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