Analyzing Generation Z's Preferences and Behavior Patterns Toward Stationery Products: A Case Study of Shop B in Kabanjahe, North Sumatra
Year: 2024
Type: article
Abstract: This study examines Generation Z consumers' preferences and behavior patterns regarding stationery products, explicitly focusing on Shop B in Kabanjahe, North Sumatra. This research uses a quantitative research methodology to analyze the factors influencing purchase intentions among Generation Z consumers. Using a structured questionnaire and employing statistical techniques such as multiple linear regression, this research aims to provide insights into how preferences, behavioral control, the self-assurance regarding their ability to perform a particular behavior or action impact the purchasing decisions of this demographic. The findings will contribute to developing targeted marketing strategies to enhance customer engagement and loyalty.
Authors: Jessica Krisanti, Nita Garnida
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W6908761990
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