Behavior of Uses and Gratification in the Social Media Using of Generation Z

Abstract

The objective of this study is to survey Generation Z (18-26 years) used the social media with uses and gratification approach. The sample of the research is 400 online users (March-April 2022) using a questionnaire that has been tested reliability by testing the Cronbach’s Alpha coefficient of .829. The data were analyzed by using with descriptive statistics and inferential statistics to test the hypothesis by analysis of covariance: ANOVA and Pearson’s correlation.

The results showed that the generation Z are the heavy social media users. Facebook is the most popular, but Gen Z take time for used YouTube, Instagram, and TikTok more than Facebook. It was found that the social media gratification high average such as hobby, education, and work.

Hypothesis test found the statistical significance at the level of .05 such as (1) the different of age and education of Gen Z affect the social media using, (2) the different of gender affect the social media gratification such as hobby, activities, and games, (3) the different of age affect the social media gratification such as work and activities, (4) the different of education affect the social media gratification such as work, health, and content, and (5) Pearson’s correlation test between of the using of social media are related to the gratification of social media using with the statistical significance at the level of .01 and .05.