A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

• Main Author: Avila Diva P. K., Hedwika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57228
• Institution: Institut Teknologi Bandung

Sleep is a major need for human physical and mental health, especially for adolescents. The abnormality in sleep can cause sleep disturbance that has a negative impact on mental health and functioning of humans. People who have sleeping problems have to find a solution to their sleep problems. There are various ways to overcome sleep problems such as using sleeping pills, sleeping products, consulting, and others. In Indonesia, many brands sell sleeping products that are sold in the market. But, the large variety of sleeping products with various functions has influenced customers in choosing sleeping products. Customers have a lot of choices and have to consider before buying sleeping products they need and want. Therefore, to solve the problem, sleeping product’s companies have to understand consumers’ preference as they play an important role in forming purchase decisions, specifically purchase decision factors and customer preference are discussed in this paper. The following variables are measured by scales within a questionnaire to determine the factors that influence customers’ purchase decision towards sleeping products in Generation Z. The components of the variables are taken into process of setting the strategy of local sleeping product brands in Indonesia that targets generation Z as their market.