Analisis Kepuasan Generasi Milenial terhadap Youtube Shorts Menggunakan Metode End-User Computing Satisfaction (EUCS)

Pratama Sandy Agung Wibowo; Wati Erawati

doi:10.69693/ijmst.v4i3.14194

Authors

Pratama Sandy Agung Wibowo Universitas Bina Sarana Informatika
Wati Erawati Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.69693/ijmst.v4i3.14194

Keywords:

YouTube Shorts, Generasi Milenial, Kepuasan Pengguna, End-User Computing Satisfaction (EUCS)

Abstract

Pertumbuhan pesat pengguna internet dan pergeseran preferensi konten ke format video berdurasi pendek telah mendorong YouTube mengembangkan fitur Shorts sebagai kompetitor langsung TikTok. Namun, tingginya jumlah pengguna belum tentu mencerminkan kepuasan teknis yang mendalam, sehingga diperlukan kajian empiris menggunakan kerangka End-User Computing Satisfaction (EUCS). Penelitian ini bertujuan menganalisis tingkat kepuasan pengguna aktif Generasi Milenial terhadap YouTube Shorts berdasarkan lima dimensi EUCS, yaitu Content, Accuracy, Format, Ease of Use, dan Timeliness. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik purposive sampling terhadap 175 responden Generasi Milenial pengguna aktif YouTube Shorts di Indonesia. Data dikumpulkan melalui kuesioner online berskala Likert 1–5 dan dianalisis menggunakan statistik deskriptif, uji validitas, uji reliabilitas, serta pengujian hipotesis berbasis interval mean. Hasil penelitian menunjukkan bahwa seluruh dimensi EUCS berada pada kategori Puas, dengan nilai mean berkisar antara 3,68 hingga 3,97. Dimensi Ease of Use memperoleh nilai tertinggi (3,97), sedangkan dimensi Timeliness memperoleh nilai terendah (3,68). Secara keseluruhan, tingkat kepuasan Generasi Milenial terhadap YouTube Shorts berada pada kategori Puas dengan nilai mean 3,82, sehingga keenam hipotesis penelitian (H1–H6) dinyatakan diterima. Temuan ini mengonfirmasi bahwa YouTube Shorts telah memenuhi ekspektasi teknis dan fungsional penggunanya serta memiliki posisi kompetitif yang kuat di segmen platform video pendek, meskipun responsivitas algoritma dalam menyajikan konten terkini (Timeliness) masih menjadi area yang perlu ditingkatkan.

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