THE ROLE OF TECHNOLOGY AND INNOVATION IN MARKETING TO GENERATION Z
DOI:
https://doi.org/10.37150/jimat.v5i2.3158Keywords:
Role of Technology, Innovation, Marketing, Generation ZAbstract
This research aims to analyze and explain the role of technology and innovation in marketing to Generation Z in Sukabumi. The data of this study is MSMEs in Sukabumi City with a population of 31,926 and the sample used in this study is 100 business actors. web.raosoft.com The method in this study used quantitative research, with a data collection method, namely the distribution of questionnaires through Google Forms in the form of statements to respondents and interviews. The analysis method in this study explains that the role of technology and innovation has a positive and significant impact in increasing curiosity in Generation Z, with an impact of 61.2% while other variables influence 38.8%.
References
Alhidayatullah, A., Amal, M. K., Kartini, T., & Sudarma, A. (2022). Business Model Innovation Through MSME Sister Business. International Journal of Law, Policy, and Governance, 1(2), 69-77.
Alhidayatullah, A., Amal, M. K., Aziz, M. A., & Anjani, C. P. (2024). Risk Management Strategy in Supply Chain Management. SMART: Management Journal, 4(2), 67-72.
Au-Yong-Oliveira, M. (2022). Negative Organizations and [Negative] Powerful Relationships and How They Work against Innovation—Perspectives from Millennials, Generation Z and Other Experts. Sustainability, 14(24), 17018.
Bayhan, H. G., & Karaca, E. (2020). Technological innovation in architecture and engineering education-an investigation on three generations from Turkey. International Journal of Educational Technology in Higher Education, 17, 1-22
Berkup, S. B. (2014). Working with generations X and Y in generation Z period: Management of different generations in business life. Mediterranean journal of social Sciences, 5(19), 218-229.
Bucovețchi, O., Slușariuc, G. C., & Činčalová, S. (2019). Generation Z–Key factor for organizational innovation. Quality-access to success, 20(3), 25-30.
Danial, R. D. M., Alhidayatullah, A., Amal, M. K., & Aziz, M. A. (2024). Product Innovation of Smes in Vuca Era. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 3(8), 1067-1082.
Genoveva, G., Nugroho, K. G., & Kartawaria, F. N. (2022, July). The generation z purchase intention in PLS Coffee Shop. In Proceeding of the International Conference on Family Business and Entrepreneurship (Vol. 3, No. 1).
Gogolan, R., & Veith, C. (2023). Innovation Over Price: Understanding Generation Z's Preferences in the Smartphone Market. Manager (University of Bucharest, Faculty of Business & Administration), 37(1).
Koulopoulos, T., & Keldsen, D. (2016). Gen Z effect: The six forces shaping the future of business. Routledge.
Kuleto, V., P, M. I., Stanescu, M., Ranković, M., Šević, N. P., Păun, D., & Teodorescu, S. (2021). Extended reality in higher education, a responsible innovation approach for generation y and generation z. Sustainability, 13(21), 11814.
Ly Phi, A., Duong My, V., Duong Thi Anh, T., Lam Thi Huyen, T., & Pham Phuong, Q. (2023). Research on Factors Affecting Generation Z Intention to Start a Business on Digital Platforms
Mavragani, E., & Dionysios, P. (2022). Gen “Z” and tourism destination: A tourism perspective of augmented reality gaming technology. International Journal of Innovation and Technology Management, 19(05), 2241001.
Persada, S. F., Miraja, B. A., & Nadlifatin, R. (2019). Understanding the Generation Z Behavior on D-Learning: A Unified Theory of Acceptance and Use of Technology (UTAUT) Approach. International Journal of Emerging Technologies in Learning, 14(5).
Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons, 64(5), 599-610.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77, 374-381.
Raza, M., uz Zaman, S., Qabool, S., & Alam, S. H. (2022). Role of marketing strategies to Generation Z in emerging markets. Journal of Organisational Studies and Innovation, 9(3), 16-43.
Roblek, V., Mesko, M., Dimovski, V., & Peterlin, J. (2019). Smart technologies as social innovation and complex social issues of the Z generation. Kybernetes, 48(1), 91-107.
Ruspini, E. (2019). The future of tourism: Innovation and sustainability.
Seemiller, C., & Grace, M. (2015). Generation Z goes to college. John Wiley & Sons.
Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65, 101565.
Trisnawati, T., Alhidayatullah, A., & Antony, A. (2024). Entrepreneurship and Digital Orientation in Enhancing SME Performance Mediated by Marketing Capabilities. International Journal of Economics, Management and Accounting (IJEMA), 2(3), 455-470.
