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

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

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 also explores the mediating role of perceived value, brand trust, and customer trust in shaping purchasing decisions. Generation Z, as a tech-savvy generation raised in the digital era, presents both challenges and opportunities for businesses like Optik Pasti, a traditional eyewear store in South Tangerang, Indonesia. While Optik Pasti has successfully catered to older customers through offline approaches, it faces challenges in capturing the interest of Generation Z, who prefer digital platforms and shopping experiences that integrate online and offline channels. By analyzing these dynamics, this study aims to provide strategic insights to enhance Generation Z's purchase intention, particularly in the growing eyewear market segment. This research employs a quantitative methodology, with data collected through structured questionnaires distributed to Generation Z consumers in South Tangerang. The data were analyzed using Structural Equation Modeling (SEM) to identify relationships between key factors and the mediating variables in shaping purchase intention. A total of 99 respondents were obtained, calculated using Slovin’s formula. The analysis was further supported by a TOWS approach to formulate relevant strategies based on an internal and external factor analysis of Optik Pasti's strategic positioning. The SEM analysis results reveal that social media influence, brand consciousness, product quality, and customer service are significant factors influencing Generation Z’s purchase intention. Mediating factors, particularly perceived value and brand trust, strengthen the impact of these key factors. Additionally, social media influence was found to play a critical role in building brand trust and, consequently, positively affecting purchase intention. Despite the convenience of online shopping, the SEM results indicate that Generation Z, in the context of eyewear, still shows interest in shopping directly at physical stores. This finding aligns with previous studies in different sectors and highlights the importance of omnichannel strategies that effectively integrate digital and physical experiences. The TOWS analysis identifies several areas for improvement, such as omnichannel services and social media utilization. Moreover, Optik Pasti’s strengths, including its long-established offline store, advanced equipment, and diverse product availability, need to be optimized and adapted to capture the new Generation Z market segment without neglecting its loyal customer base. As a complementary approach, a Business Model Canvas (BMC) was developed to provide strategic recommendations for Optik Pasti. These recommendations include enhancing digital marketing efforts, developing a robust e-commerce platform, increasing engagement through social media, and improving the quality of customer service both online and offline. In conclusion, this study provides valuable insights into understanding and addressing Generation Z’s needs in the eyewear market. Optik Pasti is encouraged to adapt its operational strategies to meet the expectations of this generation without compromising the loyalty of its older customers. The findings of this research are expected to benefit not only Optik Pasti but also other retailers seeking to attract Generation Z in an increasingly competitive market.