Year: 2024
Type: article
Abstract: This study aims to describe effective digital marketing strategies to attract the attention of generation z. The informant in this study is 15 students who sell in the Muhammadiyah Sukabumi University. Data collection techniques use observation, interviews, and literature studies. The data analysis technique uses triangulation which includes collection, data reduction, data presentation, and conclusion drawn. The results of the study are based on questions asked to informants, namely the social media applications they have, the applications used in promotions, the strategies applied to attract the attention of Generation Z, interactions with followers, collaborations carried out, consumer involvement in content creation, and customer loyalty, explaining that it is very important that digital marketing strategies are applied to attract the attention of generation z.
Source: SMART Management Journal
Authors: Silvy Legiana Hermawan, Alhidyatullah Alhidayatullah, Heni Susanti, Hera Siti Hapsari
Institution: Universitas Muhammadiyah Sukabumi
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407109803