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All Journal Jurnal Riset Bisnis dan Manajemen Tirtayasa
Fitriah, Dhita Dhiya’ul
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Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Riset Bisnis dan Manajemen Tirtayasa

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Strategic Approach in Reaching Generation Z in Tangerang: A Case Study of Fore Coffee Kusuma, Rusbiansyah Perdana; Khairunnisyah, Adinda Rizky; Fitriah, Dhita Dhiya’ul
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 8, No 2 (2024)
Publisher : Faculty of Economics and Business - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrbmt.v8i2.27669

Abstract

This study aims to explore marketing strategies that are effective in reaching and influencing the purchasing behaviour of Generation Z in Tangerang City towards coffee products, with a focus on Fore Coffee. The SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method with IFAS (Internal Factors Analysis Summary) and EFAS (External Factors Analysis Summary) approaches were used to evaluate the internal and external factors affecting the company in this market. Data was collected through online surveys with respondents who are members of Generation Z in Tangerang City. The results of this study provide deep insights into the preferences and purchasing tendencies of the younger generation towards coffee products, with strategic implications for future marketing and product development.
Co-Authors Khairunnisyah, Adinda Rizky Rusbiansyah Perdana Kusuma