Factors Influencing Generation Z’s Intention to Use the Job BKK Job Search Application

Abstract

This study, entitled “Factors Affecting the Intention to Use the Job BKK Job Search Application Among Generation Z,” aims to analyze the factors influencing users’ intention to use the Job BKK application and to propose strategic guidelines for application development in alignment with the behaviors and needs of Generation Z users. This research adopts a qualitative approach, employing focus group discussions with a sample of 40 participants who have experience using the Job BKK job search application.

The findings reveal that the factors influencing usage intention can be categorized into four key dimensions. First, perceived usefulness is identified as the most influential factor, as users perceive that the application enhances job search efficiency and reduces the time required for job applications. Second, perceived ease of use plays a significant role, as a simple interface, non-complex functionality, and clear procedures contribute to user acceptance and continued usage. Third, social influence is reflected through recommendations and communication via social media platforms, particularly electronic word-of-mouth (eWOM), which helps build trust. Finally, brand image, encompassing credibility, professionalism, and platform reputation, directly affects users’ level of trust. In terms of development guidelines, the application should focus on improving the accuracy of its job-matching system, enhancing user-friendly design while minimizing unnecessary steps, leveraging social media strategies to increase awareness and stimulate eWOM, and strengthening a modern and credible brand image. These approaches are expected to enhance users’ intention to adopt and continue using the application in the long term.