KONTRUBUSI MARKETING MIX TERHADAP PERILAKU PEMBELIAN ONLINE PADA GENERASI Z
Keywords:
Marketing Mix, Perilaku Pembelian, Gen-ZAbstract
Generation Z (Gen Z), born between 1997 and 2012, is a digital native generation with significant online shopping habits. Their online purchasing behavior is influenced by various factors, including the 4P marketing mix (Product, Price, Place, Promotion). This study aims to analyze in depth the influence of each 4P element on Generation Z's online purchasing decisions. The research method used is a literature review by collecting and analyzing data from various sources, including journals, books, and previous research.
The results of the study show that Product influences Generation Z through innovation, personalization, and sustainability. They tend to choose products that are in line with their personal values, such as ethics and the environment. Price is a critical factor, where Generation Z is very sensitive to price and prefers products that offer the best value for money at competitive prices. Place relates to ease of access and convenience of online shopping. Generation Z prefers e-commerce platforms that are reliable, fast, and offer flexible shipping. Meanwhile, effective Promotion involves creativity, interactivity, and the use of social media. Generation Z responds positively to campaigns involving influencers, user-generated content, and purpose-driven marketing.
From this study, we can see that the 4P marketing mix has a significant influence on Generation Z's online purchasing behavior. Companies need to integrate these four elements holistically to attract and maintain Generation Z's loyalty. The practical implication of this study is the need for a marketing strategy that is adaptive, innovative, and aligned with Generation Z's values and preferences. Further research is recommended to empirically test the influence of the 4Ps in a specific industry or regional context.
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