Understanding the Digital Generation: The Role of Perceived Ease of Use, Perceived Usefulness and Satisfaction in Users’ Acceptance Intention of the Ruangguru Application among Generations Y, Z and Alpha

Abstract

The rapid advancement of digital technology has transformed consumer behaviour in the education sector, influencing how users engage with online learning platforms such as Ruangguru. However, user acceptance of these platforms remains inconsistent, necessitating a deeper understanding of the factors driving adoption. This study examines the impact of perceived ease of use and perceived usefulness on acceptance intention while also exploring the role of satisfaction in shaping user engagement. Using an online survey, data were collected from 200 respondents who had previously used Ruangguru and analyzed through PLS-SEM with SmartPLS 4 software. The findings reveal that while perceived ease of use does not directly influence acceptance intention, it significantly enhances perceived usefulness and satisfaction. Perceived usefulness, in turn, has a strong positive impact on both satisfaction and acceptance intention. These insights contribute to marketing literature on consumer adoption of digital services, particularly in the context of online learning. From a practical perspective, this study underscores the importance of feature innovation, service quality improvement, and user experience optimization to enhance consumer satisfaction, drive engagement, and strengthen brand loyalty in the competitive digital education market.