Analysis of Generation Z Consumer Behavior in the Food and Beverage Industry in Indonesia: The Influence of Product Personalization, Social Media Engagement, and Brand Experience

Dyah Ayu Suryaningrum (Universitas Sebelas Maret)
Eva Yuniarti Utami (Universitas Sebelas Maret)
Hayu Lusianawati (Universitas Sahid)
Najdah Thalib (Universitas Musamus Merauke)

West Science Journal Economic and Entrepreneurship
Vol. 1 No. 07 (2023): West Science Journal Economic and Entrepreneurship

In the Indonesian food and beverage sector, this study examines how brand experience, social media interaction, and product customisation affect Generation Z customer behavior. Data gathered from 150 Generation Z customers was analyzed using a quantitative method that made use of structural equation modeling with partial least squares (SEM-PLS). The results of the study show a strong positive correlation between the behavior of Generation Z consumers and each independent variable, including social media participation, brand experience, and product customisation. The findings highlight how crucial strategic customisation, a strong social media presence, and improved brand experiences are in influencing Generation Z customers' preferences and decisions. These observations have important ramifications for companies who want to modify their marketing plans in order to successfully connect this ever-changing group of consumers in the Indonesian market.