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All Journal Oikonomia : Journal of Management Economics and Accounting
Hilman Hidayat
Universitas Teknologi Bandung
Economics, Econometrics & Finance

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Effectiveness of Content Marketing in Attracting Generation Z Consumer Loyalty Johni Eka Putra; Nuraida Wahyu Sulistyani; Fahad Ramadhan; Hilman Hidayat
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 2 (2025): Oikonomia-February
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i2.309

Abstract

Generation Z has unique characteristics in information consumption and decision-making, especially in the context of digital marketing. They prefer authentic, interactive, and social value-based content over conventional advertising. With the dominance of platforms such as TikTok, Instagram Reels, and YouTube Shorts, an effective marketing strategy should focus on storytelling, user-generated content (UGC), and collaboration with influencers to build deeper engagement. This research uses a qualitative approach with a case study method to analyze successful content marketing strategies in attracting the attention and building loyalty of Generation Z. The data was collected through in-depth interviews with 20 individuals. Data was collected through in-depth interviews with 20 Generation Z individuals and 10 digital marketing practitioners, as well as digital observation of several brands that have successfully adopted content-based marketing strategies. Thematic analysis was conducted to identify interaction patterns and audience preferences for different types of content. The results show that successful digital marketing for Generation Z depends on utilizing the right platform, brand transparency, and data-driven engagement measurement. With an appropriate strategy, companies can increase customer loyalty and strengthen emotional connections with audiences in an increasingly competitive digital era.
Co-Authors Fahad Ramadhan Johni Eka Putra Nuraida Wahyu Sulistyani