Pengaruh Self Service Technology dan Perceived Enjoyment terhadap Minat Menggunakan Ulang Self-Ordering Kiosk (Studi Pada Pelanggan Gen-Z Mcdonald’s di Kota Medan)

Abstract

Technological developments in the food and beverage industry sector spurred by the Covid-19 pandemic have been presented by McDonalds. The importance of self-ordering kiosks as an effort by McDonalds to break down the order queue, so that customers can maintain distance by utilizing the role of self service technology which prevents direct contact with employees and takes advantage of the performance of the self-ordering kiosk. In addition, Gen-Z who has a birth year of 1997-2012 Considered as digital natives who have mastered technology from an early age and become a differentiator from previous and subsequent generations. Perceived enjoyment is also needed to increase the desire of Gen-Z customers intention to reuse self-ordering kiosks at McDonalds. This study aims to determine the effect of self service technology and perceived enjoyment on intention to reuse self-ordering kiosk on McDonald’s Gen Z customers in Medan The influence between self service technology and perceived enjoyment will be analyzed partially and simultaneously. This study uses quantitative methods involving 100 customers Gen-Z as research samples. The sampling technique was purposive random sampling. The data collection used is a questionnaire using a Likert scale which is distributed to respondents directly. The data analysis technique used instrument test of reliability validity, classical assumption test and hypothesis test using SPSS-assisted multiple linear regression analysis. The results of this study indicate that self service technology and perceived enjoyment have a significant effect on intention to reuse self-ordering kiosk on McDonald’s Gen-Z customers in Medan City by 81,9%. This means that the self service technology and perceived enjoyment owned by Gen-Z customers have been sufficiently well realized although they still need improvement performance of self ordering kiosk in order that customers have intention to reuse that. The higher the self service technology and perceived enjoyment, the higher intention to reuse self ordering kiosk on McDonald’s Gen-Z customers in Medan City .