Bugi Satrio Adiwibowo, Juhary Ali



Facebook as a platform to convey messages and emotional contents become popular and most shared by utilizing its sophisticated features, become popular in Z Generation. This research purpose is to examine and compare the effect of Z generation’s experience as mediating variable on the relationship of emotional content (happiness, sadness, uniqueness, and contradiction), towards Facebook Usage. Besides, this research also explains the pattern of Generation Z in using Facebook by applying the AIDA Model. The research involved 242 Generation Z respondents, with quantitative method with Structural Equation Model (SEM) and Sobel Test to detect the mediation effect. Direct effect of the Emotional Content –Contradiction on Facebook Usage is not significant (0.518>0.05), while happiness, sadness, and uniqueness are significant. After being mediated by the Experience, the direct effect becomes significant (0.000<0.05). It shows that the Experience variable mediates the relation-ship between Emotional Content (esp. Contradiction contents) and Facebook Usage.

Keywords : Emotional Content, Experience, Facebook Usage, Generation Z


Facebook menjadi populer di kalangan Generasi Z karena kenyamanan dan fitur-fitur yang mudah digunakan serta kemampuan untuk menghasilkan User Generated Content. Penelitian ini bertujuan untuk membandingkan pengaruh Experience (Pengalaman) Generasi Z sebagai variabel mediasi pada hubungan Emotional Content (Konten Emosional) Happiness, Sadness, Uniqueness, dan Contra-diction (Kesenangan, Kesedihan, Keunikan, dan Kontradiksi) terhadap Facebook Usage (Penggunaan Facebook). Selain itu, penelitian ini juga menjelaskan pola Generasi Z dalam menggunakan Facebook dengan menerapkan Model AIDA. Penelitian ini melibatkan 242 responden Generasi Z, meng-gunakan metode kuantitatif dengan Structural Equation Model (SEM) dan Sobel Test untuk mendeteksi efek mediasi. Pengaruh langsung Emotional ContentContradiction terhadap Facebook Usage tidak signifikan (0,518>0,05). Setelah dimediasi oleh Experience, pengaruh langsung menjadi signifikan (0,000<0,05). Hal ini menunjukkan bahwa variabel Pengalaman memediasi hubungan antara Emotional Content (terutama Contradiction) dan Facebook Usage.


Kata kunci: Konten Emosional, Pengalaman, Penggunaan Facebook, Generasi Z

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