THE EFFECT OF PERCEIVED USEFULNESS AND SOCIAL INFLUENCE ON BEHAVIORAL INTENTION IN THE USE OF SOCIAL COMMERCE AMONG GENERATION Z IN LANGSA CITY

Nova Novitasari; Rahmat Maulidan; Muhammad Daffa Zulfikar; Sri Indah Lestari

doi:10.61677/count.v4i2.1106

Authors

Nova Novitasari Digital Business Study Program, Faculty of Economics and Business, Universitas Samudra
Rahmat Maulidan Management Study Program, Faculty of Economics and Business, Universitas Samudra
Muhammad Daffa Zulfikar Management Study Program, Faculty of Economics and Business, Universitas Samudra
Sri Indah Lestari Management Study Program, Faculty of Economics and Business, Universitas Samudra

DOI:

https://doi.org/10.61677/count.v4i2.1106

Keywords:

Perceived usefulness, social influence, behavioral intention, social commerce, Generation Z.

Abstract

Social commerce is expanding quickly across Indonesia, accompanied by the prominent share of Generation Z in both the population and internet use; nevertheless, evidence on how Perceived Usefulness and Social Influence shape Behavioral Intention is still mixed, especially for smaller cities. This study aims to analyze how Perceived Usefulness and Social Influence shape Behavioral Intention, both separately and in combination, among Generation Z users of social commerce in Langsa City. The research follows a quantitative explanatory approach. Responses were collected from 120 Generation Z participants in Langsa City through an online survey, then analyzed with multiple linear regression in SPSS following tests of validity, reliability, and the classical assumptions. The results indicate that Perceived Usefulness has a positive and significant impact on Behavioral Intention (β = 0.669; t = 10.593; p = 0.000), Social Influence also shows a positive and significant impact (β = 0.211; t = 3.342; p = 0.001), and both variables jointly have a significant bearing on Behavioral Intention (F = 74.300; p = 0.000), explaining 55.9% of its variance (R2 = 0.559). Perceived Usefulness emerged as the strongest predictor. To conclude, practical benefit is the main reason Generation Z in Langsa City intends to use social commerce, whereas social influence plays a supporting part. These outcomes lend support to the Technology Acceptance Model once it is broadened with the Social Influence construct taken from UTAUT, and offer empirical evidence from a small-city context that contributes to the ongoing academic discussion of social influence in social commerce adoption.

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