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All Journal Jurnal Pengabdian UntukMu NegeRI Jurnal Ekonomi Bisnis Manajemen Prima
Lathif Arafat
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Peningkatan Literasi Keuangandan Investasi Generasi Z di SMK Labor Binaan FKIP UNRI Pekanbar Lathif Arafat; Williya Meta; Alvi, Alvi; Arifin, Arifin; Tatia Patricia Belva
Jurnal Pengabdian UntukMu NegeRI Vol. 9 No. 3 (2025): Pengabdian Untuk Mu negeRI
Publisher : LPPM UMRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37859/jpumri.v9i3.10124

Abstract

Financial knowledge regarding investments in the capital market has become increasingly important for the younger generation, particularly Generation Z, who are in the early stages of their professional lives. Investment in the capital market offers the potential for higher asset growth compared to traditional financial instruments but also comes with risks that must be managed wisely. This community service program aims to provide an overview of the importance of capital market investments for Generation Z, focusing on how they can take advantage of these opportunities early on to prepare for a better financial future. By gaining a thorough understanding of capital market instruments such as stocks, bonds, and mutual funds, Generation Z is expected to make more informed investment decisions. This community service initiative also discusses the challenges faced by Generation Z in investing and the solutions that can be implemented to overcome these obstacles. Keywords: Investment, Capital Market, Financial Literacy, Generation Z, Risk Management.
ANALISIS BRAND SWITCHING AQUA KE LE MINERALE OLEH GEN Z KOTA PEKANBARU Alvi, Alvi; Lathif Arafat; Kanzi Mahardiga Labaga; Irsan Ali nasution; Lola Maharani
Jurnal Ekonomi Bisnis Manajemen Prima Vol. 7 No. 2 (2026): Jurnal Ekonomi Bisnis Manajemen Prima
Publisher : JEBIM Prima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34012/jebim.v7i2.7561

Abstract

This study examines brand switching behavior from Aqua to Le Minerale among Generation Z consumers in Pekanbaru. While Aqua has traditionally dominated Indonesia’s bottled water market, its market share has shown a declining trend since 2015. In contrast, Le Minerale, introduced in 2016, has demonstrated consistent growth. Using a quantitative approach, data were collected from 53 respondents and analyzed with SmartPLS to assess both inner and outer model validity. The results show that social media advertising has a positive and significant effect on brand switching (p = 0.06 < 0.05; t = 2.740 > 1.674) and on variety seeking (p = 0.001 < 0.05; t = 3.193 > 1.674). Furthermore, variety seeking significantly influences brand switching (p = 0.000 < 0.05; t = 7.327 > 1.674). The mediating effect was also confirmed, as social media advertising indirectly affects brand switching through variety seeking (p = 0.06 < 0.05; t = 1.740 > 1.674). In contrast, price perception shows no significant effect on either brand switching or variety seeking, and variety seeking does not mediate the relationship between price perception and brand switching. These findings highlight that social media advertising and variety seeking are key determinants of brand switching behavior among Generation Z, while price perception plays a negligible role in this context.
Co-Authors Alvi, Alvi Arifin Arifin Irsan Ali nasution Kanzi Mahardiga Labaga Lola Maharani Tatia Patricia Belva Williya Meta