This journal reviews aspects of Generation Z's loyalty to local brands, emphasizing
psychographic analysis. The research method used is qualitative, using in-depth interviews …

Indonesia's domestic market, which is a very broad market with a very dense total population
which can be estimated at around 270 million people (BPS, 2021). Such a large domestic …

This research examines how consumer ethnocentrism, product design, and brand
knowledge influence purchase intentions among fans of the Erigo brand in Indonesia. It …

In the Indonesian food and beverage sector, this study examines how brand experience,
social media interaction, and product customisation affect Generation Z customer behavior …

Today's marketers are much more concerned about millennial due to their majority in
market. They also dedicate maximum of their resources to understand their unique …

In this digital era, smartphone has become an essential need to lead a more productive life.
The combination of telephones and computer services in one device has allowed …

Abstract Millennials and Generation X (Gen-X) are the fastest-growing market segment in
Indonesia. The study aims to discover the salient values of those generations and to …

A brand has a value that is delivered to the consumer. Services are everything that the
consumers want to use and enjoy. In the transportation service industry, the best service is to …

The pricing strategy of a newly established business or local brand in Indonesia becomes
very important. Indonesia is still believed as a developing country which the society still …

Studi tentang perilaku konsumen Generasi Z dan pengaruhnya terhadap pasar merupakan
topik yang menarik dalam bidang pemasaran modern. Generasi Z, yang terdiri dari individu …