Pengaruh Penggunaan Media Sosial Terhadap Produktivitas Kerja Karyawan Generasi Z Di Kota Solo

Abstract

This study aims to analyze the influence of social media usage—specifically duration, frequency during working hours, and purpose—on the work productivity of Generation Z employees in Solo City, both partially and simultaneously. A quantitative research method with a survey approach was employed. The study population consisted of Generation Z employees in Solo City who actively use social media. Purposive sampling was used to select a sample of 100 respondents. Data were collected via questionnaires using a Likert scale and analyzed using validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with the aid of SPSS software. The results indicate that, individually (partially), the duration and purpose of social media usage significantly influence the work productivity of Generation Z employees in Solo City, whereas the frequency of social media usage during working hours does not have a significant effect. Simultaneously, the three independent variables significantly influence work productivity, as evidenced by an F-calculated value of 34.341 (exceeding the F-table value of 2.70) and a significance level of 0.000 (< 0.05). The correlation coefficient (R) of 0.719 indicates a strong relationship between the independent variables and work productivity. Meanwhile, the coefficient of determination (R-Square) of 0.518 indicates that 51.8% of the variation in work productivity can be explained by the duration, frequency during working hours, and purpose of social media usage, while the remaining 48.2% is influenced by factors outside the scope of this study.