Tantangan dan Peluang Bisnis dalam Beradaptasi dengan Pasar Generasi Z

Abstract

Gen Z as digital natives dominate the consumer market, especially through the use of the internet which disrupts conventional consumer market patterns. The internet makes access to information and products easier and wider, so that the characteristics and preferences of consumers developed by Gen Z are different from previous generations, especially in terms of user experience that is personalized and more engaging with a product brand. Businesses that want to survive and thrive in a competitive and fast market need to understand and adapt to the trends and characteristics of Gen Z consumers. However, the challenges and opportunities in adapting to the Gen Z market are still not fully understood and researched. Therefore, this literature review was conducted to deepen understanding of the challenges and opportunities faced by businesses in adapting to the Gen Z market. By understanding the challenges and opportunities that exist, businesses can develop appropriate strategies and tactics in dealing with an increasingly complex and changing market. quickly.

The conclusion of this study is that Gen Z is a generation that has a different living space from the previous generation, where the use of the internet is the main reality in communicating, socializing, and doing business. challenges and opportunities to adapt to the Gen Z market, relying more on engagement on the internet, the principle of value for money, the role of influencers, and trust based on ratings and engagement statistics