GEN Z ATTENTION GRABBER: THE INFLUENTIAL POWER OF CUSTOMER INERTIA IN JAKARTA

• Main Author: Nur Aisyah, Aurora
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74749
• Institution: Institut Teknologi Bandung

Generation Z or Gen Z is the generation born between 1997 and 2012. Data shows that Gen Z currently occupies the first position in the population of Indonesia and globally. Moreover, Gen Z plays a big role in the economy and trends. Slowly but surely, Gen Z will become a lucrative market for companies. Research shows that people in Gen Z category tend to have much shorter attention spans than millennials and previous generations. This causes Gen-Z to tend to have low loyalty to a brand. On the other hand, customer loyalty is very important for the company. One of the keys to achieving true customer loyalty is inertia. However, there are few studies that discuss Customer Inertia in Gen Z, particularly in the context of food and beverage companies. Hence there is a limited foundation for developing good strategies to increase Customer Inertia, especially in Gen Z. Therefore, this research was made with the aim is to find out how the character of generation Z customers can affect Customer Inertia with Mie Gacoan Jakarta as the case study. This study uses a quantitative approach. The data was gathered using an online survey of 271 respondents that fits into the criteria. The analysis was carried out using the PLS-SEM method with SMARTPLS and SPSS. The results of the study show that Emotional-Affective has a significant influence on Customer Inertia through the "excitement of use" factor compared to other Customer Inertia dimensions. The results of this study can be adapted and utilized by companies in the food and beverage sector to create innovations and appropriate strategies to increase Customer Inertia for customers with the Z generation category. In addition, the findings from this research can help provide a new perspective on Customer Inertia, especially for customers Gen Z and in the F&B business.