Effect of the KaburAjaDulu Hashtag on Generation Z’s Interest in Working Abroad in Medan City: Family Communication as a Moderating Variable

Mifta Aulia; Dewi Kurniawati; Emilia Ramadhani

doi:10.55537/j-ibm.v6i2.1741

Authors

Mifta Aulia Universitas Sumatera Utara
Dewi Kurniawati Universitas Sumatera Utara
Emilia Ramadhani Universitas Sumatera Utara

DOI:

https://doi.org/10.55537/j-ibm.v6i2.1741

Keywords:

#KaburAjaDulu, family communication, interest in working abroad, Generation Z, digital communication

Abstract

This study examines the effect of the #KaburAjaDulu hashtag on Generation Z's interest in working abroad and tests family communication as a moderating variable in Medan City. A quantitative cross-sectional survey involved 400 respondents aged 18–29 years who were familiar with the hashtag. Respondents were selected using purposive sampling, and data were analyzed using IBM SPSS Statistics 31. The #KaburAjaDulu hashtag had a positive and significant effect on interest in working abroad (t = 3.170; p = 0.002), while family communication also showed a positive and significant effect (t = 3.155; p = 0.002). The interaction between the hashtag and family communication was negative but not statistically significant (β = −0.011; t = −1.742; p = 0.082). Thus, family communication was not supported as a moderator. The findings indicate that digital narratives and family communication are independently associated with Generation Z's interest in overseas employment.

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