IDENTIFY CONSUMER’S CHARACTERS OF GENERATION Z AND PROPOSE BUSINESS MODEL FOR VISUAL ART AND DESIGN COURSE SERVICE

• Main Author: Christiawan - 29116149, Merlinawati
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28866
• Institution: Institut Teknologi Bandung

<br /> <br /> <br /> The purpose of the art education in general is valued in developing creativity, cultural awareness, improved academic performance, motor skills, confidence, visual learning, decision making, focus, collaboration, and accountability. The statement above still need help in the process because of several problems like the lack of Indonesia’s government programs in managing formal education. Non-formal education in visual art and also design might be the answer to grow specific student’s skills intensely, and support the education at school, and able to answer the learning method that gen Z needs in the 21st century. So, to build an education service business for visual art and design topics, takes some research to understand how they see in their own perspectives on the service, and how to they use the right strategies to develop business models in art and design for the generation Z, especially to be developed in Bandung city, other cities and other countries in accordance with the consumer’s characteristics with different needs. <br /> <br /> The research was using quantitative analysis, by spreading questionnaire to students from middle, high school, and universities students as generation z with analyzing 5 important aspects: brand image, perceived trust, perceived value, and perceived price, and purchase intention. The result was made using SMARTPLS program, showed that variables of brand image, and price are significantly affect purchase intention. Unfortunately, the variables of perceived value and trust are not directly affecting purchase intention even though they has proved as valid. <br /> <br /> Proven on the result that generation Z in Bandung are sensitive to brand image and price because they prefer experience more than the service function only. However, they need reassurance towards their perceived trust and value towards the visual art and design course because of several reasons: there are many options of offline and online education they could compare, they need prior trial experience and also need to get trust from their peers before making decisions to apply. <br /> <br /> Keywords : art and design education, consumer’s characteristics, purchase intention. business model <br />