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Minat Gen Z
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October 29, 2024
Published
November 4, 2024
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Abstract

Seiring perkembangan teknologi yang semakin pesat, mendorong munculnya inovasi platform crowdfunding yang memungkinkan penggalangan dana dari banyak kalangan dalam jumlah kecil melalui platform berbasis web. Inovasi platform crowdfunding dapat memberikan kemudahan dalam berinfak dan sedekah. Salah satu platform crowdfunding yang telah berkembang adalah Kitabisa.com. Penelitian ini bertujuan untuk menganalisis minat Gen Z di Yogyakarta dalam berinfak dan sedekah menggunakan platform crowdfunding Kitabisa.com dengan menerapkan pendekatan model UTAUT2. Populasi dalam penelitian ini adalah Gen Z yang berdomisili di Yogyakarta. Penentuan sampel dalam penelitian ini menggunakan teknik non-probability sampling dan metode purposive sampling. Adapun teknik penggumpulan data berupa survei menggunakan kuesioner online yang dibagikan kepada 150 responden. Serta teknik analisis data yang digunakan adalah analisis SEM-PLS. Hasil penelitian ini menunjukkan bahwa variabel Effort Expectancy (EE), Social Influence (SI), dan Habit (Hb) memiliki pengaruh yang positif terhadap Behavioral Intention (BI) penggunaan platform crowdfunding Kitabisa.com pada Gen Z di Yogyakarta. Dengan kata lain, faktor kemudahan penggunaan suatu teknologi, pengaruh sosial, serta kebiasaan sangat mempengaruhi keputusan crowdfunder dalam mengadopsi suatu tekonologi. Sementara itu, keempat variabel lainnya yaitu variabel Performance Expectancy (PE), Facilitating Conditions (FC), Hedonic Motivation (HM), dan Price Value (PV) tidak memiliki pengaruh positif terhadap Behavioral Intention (BI) penggunaan platform crowdfunding Kitabisa.com pada Gen Z di Yogyakarta.

Keywords

Infak Sedekah Platform Crowdfunding Kitabisa.com UTAUT2

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