Stickiness: Does It Apply To Gen X?

Abstract

This study aims to find out what variables affect Facebook user stickiness towards generation X with ages around 39–51 years old. Stickiness is the ability to attract and retain users and extend the duration of each use. The model that will be used in this study involves nine factors that influence stickiness based on previous research, such as interaction quality, hedonic value, utilitarian value, sociability value, confirmation, perceived currency, perceived responsiveness, satisfaction, and usage intention. The data analysis method that will be used in this study is partial least square-structural equation modeling (PLS-SEM). The number of samples obtained in this study is 200 samples from generation X. The results of the research on the X generation sample show that the satisfaction variable mediates between the hedonic value variable and perceived currency against stickiness. Then, the stickiness variable mediates between satisfaction and the usage intention variable.