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All Journal AGROMIX Likhitaprajna: Jurnal Ilmiah Fakultas Keguruan Ilmu Pendidikan Universitas Wisnuwardhana Malang JOPPAS: Journal of Public Policy and Administration Silampari AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Muhandoyo, Muhandoyo
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JOPPAS: Journal of Public Policy and Administration Silampari

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Konektivitas Konsumen Generasi Milennial dengan Produk Fast Food pada Era Pemasaran Omnichannel Windasari, Adita; Lestari, Adyla Mita; Muhandoyo, Muhandoyo
JOPPAS: Journal of Public Policy and Administration Silampari Vol 6 No 1 (2024): JOPPAS: Journal of Public Policy and Administration Silampari
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/joppas.v6i1.13076

Abstract

This study aims to determine the omnichannel marketing strategy of fast food restaurants and analyze the connectivity patterns of millennial generation consumers with fast food products. The location of the study was in Malang City with the research object of 3 largest fast food restaurants in Malang City. The sample of this study was millennial generation consumers born in 1980-1999 totaling 300 people. The data analysis method used a descriptive approach with data collection through literature studies and interviews using questionnaires. The study results showed that the omnichannel scenario in the three fast food restaurants was webrooming. The connectivity that occurs between millennial generation consumers and fast food products is dominant through communication channels and sales channels in the form of online media (social media and ordering via online motorcycle taxi applications). Keywords: Millennial, Offline, Omnichannel, Online
Co-Authors Adita Windasari Hariyanto, Annisa Mauliddiyah Juli Rahaju Kristiawan, Indria Lestari, Adyla Mita Rahmawati, Mariana Fitri