THE INFLUENCE OF MOTIVATION, LIVE FEATURES AND EASE OF USE TOWARD ECONOMIC PARTICIPATION GEN Z’S IN BEKASI

Abstract

This study examines the influence of Generation Z’s motivation, Live Features, and user-friendly digital platforms on economic participation in Bekasi. Generation Z, a digitally native group, is characterized by adaptability, entrepreneurial spirit, and reliance on technology. With TikTok emerging as Indonesia’s most popular platform, Live Features provides a unique space for real-time interaction, digital entrepreneurship, and income generation. Using a quantitative approach, data were collected through questionnaires distributed to 160 respondents, exceeding the minimum requirement of 154 determined via Slovin’s formula. Data analysis with SPSS 27 revealed that all three independent variables significantly impact economic participation. Specifically, Gen Z’s motivation strongly drives active engagement in content creation and monetization, Live Features enhances real-time interaction and financial transactions, and ease of use platform design reduces technical barriers, thereby increasing willingness to participate. Simultaneous testing confirmed that the combined influence of motivation, Live Features, and ease of use platforms significantly improves participatory economic activity. These findings highlight that sustainable digital participation requires aligning intrinsic motivation with platform features and usability. The study contributes to understanding how digital ecosystems foster economic empowerment among Gen Z and provides implications for policymakers, businesses, and platform in enhancing participatory economies.