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All Journal Cakrawala Pendidikan Jurnal Manajemen Teknologi Jurnal Pendidikan Indonesia Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MIX : Jurnal Ilmiah Manajemen International Research Journal of Business Studies (E-Journal) Jurnal ASPIKOM BISMA (Bisnis dan Manajemen) The South East Asian Journal of Management International Research Journal of Business Studies
Eliot Simangunsong
Universitas Prasetiya Mulya
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : MIX : Jurnal Ilmiah Manajemen

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GENERATION-Z BUYING BEHAVIOUR IN INDONESIA: OPPORTUNITIES FOR RETAIL BUSINESSES Eliot Simangunsong
MIX: JURNAL ILMIAH MANAJEMEN Vol 8, No 2 (2018): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (226.044 KB) | DOI: 10.22441/mix.2018.v8i2.004

Abstract

Abstract. Advances in information and communication technology have caused two major changes in the business world. Firstly, they have caused a wave of new companies emerge that base their business models on the internet. Secondly, they have given rise to the birth of a new group of buyers, known as Generation-Z, who level of expectation and response to consumption are different. Both of these changes -- in business model and in consumption behaviour -- have broad impacts on how companies connect with their business partners and customers. The main purpose of this study is to investigate Generation-Z’s buying behaviour and how this knowledge helps to bring new opportunities for retail business. We applied a qualitative research method through deep interview of 23 respondents.  This study finds that Generation-Z customers in Indonesia have a strong tendency to shop online; they show distinctive behaviours particularly when shopping for clothes and food & beverage. The demographic bonus that Indonesia has enjoyed since 2012 also highlights how this generation is important in business environment in the country
Co-Authors Elisabeth Novira Da Silva MG. Agesti Setyorini Rudy Handoko Rudy Handoko Silva, Elisabeth N. Da