Gen Z Attention Grabber: The Influential Power of Customer Inertia in Jakarta
DOI:
https://doi.org/10.1229/tecempresarialjournal.v18i2.241Keywords:
Customer Inertia, Generation Z, Emotional Affective, F&B Business, PLS-SEM Biases.Abstract
Generation Z or Gen Z is the generation born between 1997 and 2012. Research shows that people in Gen Z category tend to prefer more innovative and seasonal things. This causes Gen-Z to tend to have lower loyalty rate. On the other hand, inertia is one of the keys to achieving action loyalty. However, there are few studies that discuss Customer Inertia in Gen Z, particularly in the context of food and beverage companies. Hence there is a limited foundation for developing strategies to increase Customer Inertia, especially in Gen Z. This research aims to analyze how the character of generation Z can affect Customer Inertia with Mie Gacoan Jakarta as the case study. The analysis was carried out using the PLS-SEM with SMARTPLS and SPSS. The results show that the Customer Inertia is significantly influenced by Affective factors through the "excitement of use" factor rather than Behavioral factors as predicted by older research. The findings provide a new perspective on Customer Inertia, especially for customers Gen Z and in the F&B business. In addition, the results can be adapted to create innovations and strategies to increase Customer Inertia for their Gen Z customers.
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