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All Journal Jurnal Multidisiplin Madani (MUDIMA)
Raharjo, Raden Johnny
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Mapping the Minds of Gen Z: The Dynamics of Brand Loyalty in Indonesia Azizi, Wafiq Nuril; Raharjo, Raden Johnny
Jurnal Multidisiplin Madani Vol. 4 No. 2 (2024): February, 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v4i2.7895

Abstract

This journal reviews aspects of Generation Z's loyalty to local brands, emphasizing psychographic analysis. The research method used is qualitative, using in-depth interviews with Generation Z individuals who show interest and loyalty to local brands. By referring to consumer behavior theory, especially psychographic theory, this research identifies internal and external factors that encourage Generation Z to choose and remain loyal to local brands. The research results provide a deep understanding of consumer motivation, personal values, personality, cultural and social influences, and decision-making processes that shape Generation Z consumer behavior towards local brands
Co-Authors Azizi, Wafiq Nuril