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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Jurnal Teknologi dan Manajemen Informatika Jurnal Ilmiah Kursor Prosiding Semnastek Seminar Nasional Informatika (SEMNASIF) Produktif : Jurnal Ilmiah Pendidikan Teknologi Informasi JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI JITTER (Jurnal Ilmiah Teknologi Informasi Terapan) SEIKO : Journal of Management & Business JIPI (Jurnal Ilmiah Penelitian dan Pembelajaran Informatika) Jurnal Teknodik Tematik : Jurnal Teknologi Informasi Komunikasi Journal of Informatics and Communication Technology (JICT) Kajian Moral dan Kewarganegaraan Prosiding Seminar Nasional Sisfotek (Sistem Informasi dan Teknologi Informasi) Journal of Systems Engineering and Information Technology eProceedings of Engineering Journal of Informatics and Communication Technology (JICT)
Falahah .
Universitas Telkom
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Social Sciences

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Journal : Journal of Informatics and Communication Technology (JICT)

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Introducing Marketing 4.0 in Gen Z Through Project-Based Learning Falahah; Munandar, Fajar
Journal of Informatics and Communication Technology (JICT) Vol. 7 No. 1 (2025)
Publisher : PPM Telkom University

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Abstract

Marketing 4.0, as the newest marketing paradigm, has become an important skill for everyone involved in sales and marketing. As a dominant part of the recent generation, Gen Z become a main component of Marketing 4.0 as they can be an actor or a person affected. The initiative for learning Marketing 4.0 in Gen Z is generally done at higher level education (university), MSME actors, or vocational high school students. However, introducing it in high school, in general, is still very rare. The research aims to explore how to introduce Marketing 4.0 to general high school students through project-based learning (PBL) and to know the effectiveness of this method in understanding Marketing 4.0 among students. The project is implemented for 10-th grade students of SMA Negeri 5 Bandung, executed through two cycles, and integrated with program P5 (Projek Penguatan Profil Pelajar Pancasila), which chooses Marketing 4.0 as a specific theme. The observation results show that there has been a significant increase in students' understanding and implementation of the Marketing 4.0 approach in marketing and selling products. The questionnaire results also show that the PBL approach is considered effective in increasing students' knowledge of Marketing 4.0, and this project has succeeded in providing valuable and useful experience for students
Co-Authors Abdullah Fajar Adifa Nurul Ramadhanti Adyaksa, Bagus Alodia B., Keysia Ari Fajar Ari Fajar Ari Fajar Santoso Arimurti, Nurfadhilah Azzahra Arya, Immanuel Ayu Farida Gebang Azzahra Siti Ramadhani Baharuddin, Nurariqah Mauliani Bakhtiar Dwi Arianto Baskoro Bayu Saputro Bastian, Darryl Berlian Maulidya Izzati Burhanudin, Rifki Dahlan , Rayan Fahlevi Daniel Silaban Dewi Rosmala Dewi Rosmala Fiana Fazriani Firyal Muthia Nadhifah Fitriyana Dewi Galih Irianto Saputro Giang, Novia Pindan Hakim, Syahren Adil Harahap, Dian Febrina I Made Suwanda Iqbal Santosa Iwan Rijayana Khoirida Aelani Latifah, Lut Fathul Luthfi Ramadani Luthfi Ramadhani M Rizki Hardiyanto Madjid , Cheta Kusuma Muchsam, Yoki Muhammad Ashril Mahardika Muhammad Ihsan Munandar, Fajar Naomi Dorhot Septiana Silitonga Nilla Rachmaningrum Nur Afdhaliyah Fahri Nur Afni Nurfadilah Nurfadilah Nutrisha, Widyatasya Agustika Paramasanti , Bernadeta Regina Prayudi Utomo Putra, Mohammad Givary Satria Rasendriya, Naufal Alam Rasyid Ramadhani Dharmawan Rifaldy Subakti Riska Dwi Yuliati Rita Komalasari Ryan Adhitya Nugraha Shinta Eka Risa Sinuraya Sinaga, Valentine Solikin Solikin Tasya Nozuka Hasprasi Widyatasya Agustika Nurtrisha Wina Witanti Yenie Syukriyah Zahra , Farhana