GEN-Z PURCHASE INTENTIONS: A MARKETING STRATEGY INNOVATION APPROACH FOR OPTIK PASTI’S EYEWEAR BUSINESS

GEN-Z PURCHASE INTENTIONS: A MARKETING STRATEGY INNOVATION APPROACH FOR OPTIK PASTI’S EYEWEAR BUSINESS

This study examines the factors influencing the purchase intention of Generation Z in the eyewear market, focusing on key elements such as brand consciousness, social media influence, product quality, customer service, and the interaction between online and offline shopping experiences. The research...

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Bibliographic Details
Main Author: Aulia Sukma Dewi, Wafiq
Format: Theses
Language:Indonesia
Subjects:
Manajemen umum
Online Access:https://digilib.itb.ac.id/gdl/view/87446
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Institution: Institut Teknologi Bandung
Language: Indonesia

Internet

https://digilib.itb.ac.id/gdl/view/87446

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