Analyzing Generation Z's Preferences and Behavior Patterns Toward Stationery Products: A Case Study of Shop B in Kabanjahe, North Sumatra
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.
Downloads
References
Ajzen, I. (1991). Planned Behavior Theory. Organizational Behavior and Decision Processes, 50(2), 179-211.
Bosch, J., & Olsson, H. H. (2021). Case study on digital transformation in embedded systems. Journal of Software: Evolution and Process, 33(5), 1-25.
Bryman, A. (2016). Methods for social research. Oxford University Press.
Charmayn. (2023). Opportunities in the stationery industry amid digital transformation. Retrieved from https://medium.com/digital-society/staying-ahead-of-the-curve-the-opportunities-of-the-stationery-supplies-industry-in-the-age-of-312e6b0396c7
Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Regression and correlation analysis in behavioral science. Routledge.
Field, A. (2018). Introduction to statistics with IBM SPSS Statistics. Sage Publications.
Guilford, J. P. (1954). Methods in psychometrics. McGraw-Hill.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Analysis of multivariate data. Cengage Learning.
IDN Research Institute. (2024). Report on Gen Z in Indonesia 2024: Behavioral insights, challenges, and prospects. IDN Media.
Jain, S., Khan, M. N., & Mishra, S. (2017). Luxury fashion consumption in India analyzed using planned behavior theory. Journal of Asian Business Studies, 11(1), 4-21. https://doi.org/10.1108/JABS-08-2015-0118
Khawandala, N., & Peter, S. (2020). Determinants of Generation Z purchasing behavior. In Proceedings of the International Conference on Industrial Engineering and Operations Management, Dubai, UAE, March 10-12, 2020.
Khalil, E. L., & Michael, J. M. (2008). Green product purchase intentions using the planned behavior theory. Journal of Consumer Marketing, 25(4), 294-304.
Kutner, M. H., Nachtsheim, C. J., & Neter, J. (2004). Linear regression models applied. McGraw-Hill/Irwin.
McKinsey & Company. (2018). Generation Z’s influence on businesses: ‘True Gen’.
Montgomery, D. C., Peck, E. A., & Vining, G. G. (2012). Introduction to linear regression analysis (5th edition). Wiley.
Narayanan, S. (2022). Corporate social responsibility as evaluated by Generation Z. Journal of Marketing Management, 38, 903-937.
O'Brien, R. M. (2007). Cautionary notes on variance inflation factors as guidelines. Quality & Quantity, 41(5), 673-690.
Simangunsong, E. (2018). Retail opportunities from Generation Z buying habits in Indonesia. Journal of Management Science, 8(2), 243-253.
Tavakol, M., & Dennick, R. (2011). Understanding Cronbach's Alpha coefficient. International Journal of Medical Education, 2, 53-55.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). Introduction to the shift from multi-channel to omni-channel retailing. Journal of Retailing, 91(2), 174–181.
Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). Effects of mobile shopping on consumer behavior. Journal of Retailing, 91(2), 217–234. https://doi.org/10.1016/j.jretai.2015.01.002
WEKE, B., & OWOADE, T. (2022). Impact of Generation Z-focused digital marketing on the UK economy: Case study of consumer purchase intentions. PsyArXiv Preprint. https://doi.org/10.31234/osf.io/jh9n3
Wong, J. G., Patil, N. G., Beh, S. L., Cheung, E. P., Wong, V., Chan, L. C., & Lieh Mak, F. (2005). Enhancing psychological well-being among medical students in Hong Kong. Medical Teacher, 27(8), 715-719. https://doi.org/10.1080/01421590500237945
Wooldridge, J. M. (2016). Introduction to econometrics: A modern approach. Cengage Learning.
Copyright (c) 2024 Jessica Krisanti, Nita Garnida
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
