Analysis Of Internet Consumption Behavior And Interest Of Gen Z: A Case Study Of Indonesia Comnets Plus Company Provider Users In Ciledug Subdistrict
Abstrak
This study aims to analyze the internet consumption behavior of Generation Z in Ciledug District who use ICON+
services. As a generation born in the digital era, Generation Z has unique preferences in using internet services, which
affect the dynamics of the internet service provider market in Indonesia. This study uses a quantitative method with
data obtained through a questionnaire-based survey. Data were analyzed using the Partial Least Square (PLS) method
to test the relationship between independent and dependent variables. The results of the study indicate that internet
consumption behavior has a significant influence on user satisfaction with ICON+ services. These findings provide a
practical contribution for ICON+ in developing better service strategies to meet the needs and expectations of
Generation Z, while also providing a theoretical contribution to the study of internet consumption behavior.
Keywords: Internet Consumption Behavior, Generation Z, User Satisfaction, ICON+, Partial Least Square
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