The Role of Digital Marketing for Generation Z

Authors

  • Ismail Razak Krisnadwipayana University, Jakarta, Indonesia

DOI:

https://doi.org/10.58471/jeami.v1i01.512

Keywords:

Role, Digital Marketing, Generation Z, Customer Experience, Consumer Engagement

Abstract

Generation Z. Generation Z, as a group of consumers born between the mid-1990s and early 2010s, grew up in an era of very sophisticated digital technology. Therefore, a deep understanding of how digital marketing strategies can influence Generation Z consumer behavior is important for marketers and researchers. This research aims to identify and analyze the role of digital marketing in influencing product preferences and purchasing decisions among Generation Z. This research uses a qualitative approach with descriptive methods. The research results highlight that Generation Z, as consumers who have grown up in the digital era, shows a tendency to place high value on authentic, engaged and personalized experiences. A successful digital marketing strategy to reach this group involves utilizing creative, interactive, and relevant content that aligns with their values. Additionally, supporting social and environmental issues can be a key element in building a positive brand image in the eyes of Generation Z. The success of digital marketing also depends heavily on responsiveness to mobile device use, with optimization for a good mobile experience being essential in attracting and maintain their attention.

Downloads

Download data is not yet available.

References

Adha, S. (2022). Faktor revolusi perilaku konsumen era digital: sebuah tinjauan literatur. JIPIS, 31(2), 134-148.

Aseng, A. C. (2020). Factors Influencing Generation Z Intention in Using FinTech Payment Services. CogITo Smart Journal, 6 (2), 155.

Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.

Budiman, S., & Dananjoyo, R. (2021). The effect of cafe atmosphere on purchase decision: Empirical evidence from generation Z in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 483-490.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

Charlesworth, A. (2014). Digital marketing: A practical approach. Routledge.

Darmanto, S. W., & Dwiyani, T. (2015). Bauran Orientasi Strategi dan Kinerja Organisasi Penerapan Variabel Anteseden, Moderasi dan Mediasi dalam Penelitian Ilmiah. Deepublish.

Febriani, N. (2021). Efektivitas strategi komunikasi pemasaran celebrity endorsement di Instagram terhadap generasi Z. Jurnal Manajemen Komunikasi, 5(2), 238.

Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z. Jurnal Bisnis dan Pemasaran Digital, 1(1), 1-11.

Isdarmanto, I. (2020). Strategi Branding Pengembangan Industri Pariwisata 4.0 melalui Kompetitif Multimedia di Era Digital. Journal of Tourism and Creativity, 4(1), 1-20.

Kaihatu, T. S. (2020). Purchase intention of fashion product as an impact of digital marketing, mediated by customer engagement in the generation z. Jurnal Manajemen Pemasaran, 14(2), 61-66.

Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International journal of research in marketing, 34(1), 22-45.

Pratama, G., & Elistia, E. (2020). Analisis Motivasi Kerja, Kepemimpinan Transformasional Dan Budaya Organisasi Terhadap Kinerja Karyawan Dimediasi Kepuasan Kerja Pada Angkatan Kerja Generasi Z. Jurnal Ekonomi: Journal of Economic, 11(02).

Prihanto, J. N. (2018). Transformasi Digital Media Cetak di Indonesia: Studi Pada Industri Media Cetak Terferivikasi Administratif Dan Faktual 2017. Ultima Management: Jurnal Ilmu Manajemen, 10(1), 26-43.

Putra, F. I. F. S., Amron, A., Aqmala, D., & Haziroh, A. L. (2022, August). Tuwo: Model Sustainability Digital Marketing Sebagai Jalan Pintas Umkm Bersaing Di Era Society 5.0. In Prosiding Seminar Nasional Akuntansi dan Manajemen (SENAMA).

Putra, R. C., Razak, I., Indratjahyo, H., & Kusuma, H. W. (2022). The Effect of Service Quality and Brand Image On Customer Loyalty with Customer Satisfaction as A Mediation Variable: Case Study of Bank Bri Branch Office Jakarta Kemayoran. Journal of Humanities and Social Science Research, 1(1), 10-18.

Rumondang, A., Sudirman, A., & Sitorus, S. (2020). Pemasaran Digital dan Perilaku Konsumen.

Rumondang, A., Sudirman, A., & Sitorus, S. (2020). Pemasaran Digital dan Perilaku Konsumen.

Sihombing, N. S., Pardede, E., Sihombing, A., & Dewantara, N. (2022). Pemasaran Digital. Penerbit Widina.

Stillman, D., & Stillman, J. (2017). Gen Z@ work: How the next generation is transforming the workplace. HarperCollins.

Susanto, A. B., & Wijarnako, H. (2004). Power branding: Membangun merek unggul dan organisasi pendukungnya. Mizan Pustaka.

Thaib, A. N., Razak, I., & Nuridin, N. (2020). Pengaruh Kualitas Layanan Dan Suasana Toko Terhadap Kepuasan Pelanggan Toko Toys City Mall Sumarecon, Bekasi. Jurnal Manajemen Bisnis Krisnadwipayana, 8(1).

Widiana, M. E., & Sinaga, B. (2010). Dasar-Dasar Pemasaran. Bandung: Karya Putra Darwati.

Wijoyo, H., Ariyanto, A., & Wongso, F. (2021). Strategi Pemasaran UMKM di masa pandemi. Insan Cendekia Mandiri.

Yulianah, S. E. (2022). Metodelogi Penelitian Sosial. CV Rey Media Grafika.

Yunus, R. M. (2022). Tantangan Umkm Dalam Memasuki Pemasaran Digital Di Masa Pandemi Covid-19. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1689-1698.

Downloads

Published

2022-07-30

How to Cite

Razak, I. (2022). The Role of Digital Marketing for Generation Z. Jurnal Ekonomi, Akuntasi Dan Manajemen Indonesia (JEAMI), 1(01), 18–25. https://doi.org/10.58471/jeami.v1i01.512