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khuzaini, Khuzaini
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Journal : Jurnal Multidisiplin Sahombu

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Resonance Marketing 5.0: The Voice Of Young Urban Consumers in the Integrated Marketing Communications Landscape Siti Fatimah; Syahrial Shaddiq; Khuzaini, Khuzaini; Rico, Rico
Jurnal Multidisiplin Sahombu Vol. 5 No. 04 (2025): Jurnal Multidisiplin Sahombu, May - Juny (2025)
Publisher : Sean Institute

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Abstract

Marketing communication strategies applied to young urban consumers from Generation Z need to respond to emotional expectations and social values more meaningfully. Using a qualitative approach, constructivism paradigm, and phenomenology method, this study explores the experiences of five informants who actively interact with brands through digital media. The findings reveal that the resonance of marketing communication is greatly influenced by emotional involvement, participation in brand narratives, and consistency of values between brand messages and actions. Marketing 5.0, which combines technology and human empathy, has proven effective when applied authentically through integrated communication. The informants responded positively to personalization and collaboration-based strategies, but showed a critical attitude towards the mismatch between social messages and actual practices. IMC that is able to convey cohesive messages across channels, and encourage two-way interactions, has a greater chance of building consumer trust and loyalty. The results of this study show that the success of brand communication in the digital era is not only determined by the sophistication of technology, but by the authenticity, consistency, and collaborative values felt by the audience. The implications of these findings underline the importance of developing marketing strategies that are sensitive to the social and emotional dynamics of Generation Z.
Co-Authors Abdul Manan AGUS Agus Firdaus Agus Salim Ambarsari, Vivien Reny Ambarwati, Riris Ardillah, Dessy Nur Asokawati, Dewa Ayu Karina Atika Sari, Ade Nur Auliah, Nurul Ayuni, Risa Dwi BADRUL AINI Basuki , Botha, Yuslin Nursivin Dua Br Sigiro, Nia Debora Budi Setiadi, Budi Budiwati Budiwati Budiyanto Budiyanto Bure, Maria Rasdiana chrystanto, andri Didi Susanto, Didi Dini Anggraini, Dini Edwin Agung Wibowo, Edwin Agung Fakhriyah, Siti Elfa Fastha Aulia Pradhani Fatonah, Ulfi Firdaus Firdaus Hartanto, Heru Dwi Hasanah, Nurlaila Hashemi, Sayed Momin Hayat, Muzahid Akbar Herianto, Muhammad Hisyam, Magneta Ikhsan, Nor Iqbal Ramadhani Mukhlis IRPAN IRPAN, IRPAN Irpan, M Irpan, M. Kariwardati, Kariwardati Khusairi, Ahmad Lestariningsih, Marsudi Lihu, Decky C. K. Lihu, Decky C. Kananto Lusiana, Herlina M. Irpan, M. Irpan Mardah, Siti Mardalia, Mardalia Mardiana Mardiana Masniah Masniah Maulana, Bobby Akbar Mohammad Mohammad Mohammad Zainul Muhammad Yuliansyah Muhammad Yunus Mursanto, Mursanto Musohihul Hasan Niti Lestari Noor Rahman, Noor Nugroho, Wawan Cahyo Pehan, Delius Moan Prastyorini, Anik Prijati Prijati Purwaningrum, Ajeng Handayani Rachman, Deddy Rahmi Widyanti Raihania, Raihania Ramadhan, Denny Ammari Ramadhan, Muhammad Novryan Ramadhan, Muhammad Umar Ramli, Rimayang Anggun Laras Prastianty Ratna Susanti Rico, Rico Rizky, Yulfani Akhmad Ronianysah, Ronianysah Rusdi Effendi Rusdinor, Rusdinor Saddiq, Syahrial Santoso, Bambang Hadi Saputra, M Rizeki Yuda Saputri, Yulita Shadiq, Syahrial Sigiro, Nia Debora Sinambela, Lasmi Siti Fatimah SITI FATIMAH Susila, Muktar Redy Suwitho, Suwitho Syahrial Shaddiq Teguh Wicaksono Tibrani Tibrani, Tibrani Tjahjono Tjahjono Yani, Prawita Yuanito, Rachmad Yudi Siyamto Zainul, Zainul Zakky Zamrudi