Determinants of COVID-19 Mobile Advertising Acceptance Among Generation Z in Jabodetabek

The advancement of digital technology and its applications has influenced user behavior, which varies depending on acceptance decisions. Looking back to when the trend of COVID-19 cases was still high, it is hoped that information about this case, including information about handling measures, can be widely utilized. Younger generations, such as Generation Z, are more open to accepting and even testing out new applications as members of the technology user community. This was also raised in this study, where it was determined that the determinants of receiving COVID-19 information in the form of mobile advertising for this group needed to be investigated. These determinants are built using the PLS-SEM framework paradigm. Quantitative research is conducted using surveys. The study included 170 Generation Z members from Jabodetabek who had seen COVID-19 mobile advertisements. According to the study’s findings, generation Z favors the presence of mobile advertising. This group is unaffected by the environment’s role in absorbing COVID-19 information via mobile advertising. This shows that while mobile advertising can provide benefits and entertainment, this group prefers to receive information. The use of sample criteria that are limited to one generation is one limitation of this study.