ANALISIS PERILAKU MEMBELI GENERASI Z TERHADAP PELUANG BISNIS RITEL
DOI:
https://doi.org/10.35473/.v2i2.1788Keywords:
generasi-z, perilaku belanja, bisnis ritel, kompetisiAbstract
Kemajuan teknologi informasi dan komunikasi telah menyebabkan dua perubahan besar dalam dunia bisnis. Pertama, munculnya gelombang perusahaan baru yang mendasarkan model bisnisnya di internet. Kedua, lahirnya kelompok baru pembeli, yang dikenal sebagai Generasi-Z, yang memiliki tingkat ekspektasi dan respons yang berbeda terhadap konsumsi pembelian. Kedua perubahan ini – perubahan paradigma bisnis dan perilaku konsumsi - diyakini memiliki dampak yang luas pada bagaimana perusahaan menjalin relasi dengan mitra bisnis dan pelanggan mereka. Penelitian ini bertujuan untuk menyelidiki perilaku pembelian Generasi-Z dan bagaimana pengetahuan ini membantu penciptaan peluang baru untuk bisnis ritel. Metode penelitian kualitatif telah diterapkan melalui wawancara mendalam terhadap 23 responden. Studi ini menemukan bahwa pelanggan Generasi-Z di Indonesia memiliki kecenderungan kuat untuk berbelanja online dan mereka menunjukkan perilaku khusus terutama saat berbelanja pakaian, makanan & minuman. Bonus demografi yang dinikmati Indonesia sejak 2012 juga menyoroti pentingnya generasi ini di dalam lingkungan bisnis di negara ini.References
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