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ASEAN Marketing Journal

Abstract

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using Structural Equation Modelling (SEM) and Microsoft Excel.

Research Results: The results showed that only product, promotion, and price factors influence purchasing decisions in the millennial generation. In Generation Z, only promotional factors and price influence buying decisions. Meanwhile, other factors do not influence purchasing decisions in both generations.

Theoretical Contribution/Originality: This study adds knowledge about purchasing decisions in millennials and generation Z in shopping directly for clothing fashion products with variables that other studies have never tested together.

Implications for Practitioners/Policy: To drive Millennial and Gen Z purchase decisions in physical stores, fashion marketers need to integrate strategies of quality products and the latest trends, creative promotions such as flash sales and giveaways, and competitive pricing with product benefit education.

Research Limitations/Implications: This study has limitations on the age coverage of respondents, limited location in Medan City, and only focuses on the fashion sector with data for 2023. In addition, the variables analysed do not include psychological and cultural factors that can also influence consumer decisions.

Bahasa Abstract

Jenis Naskah: Makalah Penelitian

Tujuan Penelitian: Penelitian ini bertujuan untuk mengidentifikasi karakteristik dan perilaku generasi milenial dan generasi Z di Kota Medan dalam melakukan pembelian produk pakaian jadi, serta menganalisis pengaruh berbagai faktor seperti informasi, gaya hidup, promosi dari mulut ke mulut, teknologi, tempat, promosi, produk, dan harga terhadap keputusan pembelian mereka, yang meliputi aspek pilihan produk, jumlah, dan waktu pembelian.

Desain/metodologi/pendekatan: Data dikumpulkan secara online menggunakan Google Formulir dari 350 responden. Responden adalah generasi milenial dan generasi Z yang pernah berbelanja secara langsung setidaknya dalam 3 bulan terakhir, kemudian data dianalisis dengan Structural Equation Modelling (SEM) dan Microsoft Excel.

Temuan Penelitian: Temuan menunjukkan bahwa pada generasi milenial hanya faktor produk, promosi, dan harga yang mempengaruhi keputusan pembelian. Untuk generasi Z, hanya faktor promosi dan harga yang mempengaruhi keputusan pembelian. Sementara itu, faktor lainnya tidak mempengaruhi keputusan pembelian pada kedua generasi tersebut.

Kontribusi Teoritis/Originalitas: Penelitian ini menambah pengetahuan mengenai keputusan pembelian pada generasi milenial dan generasi Z dalam berbelanja langsung produk fashion pakaian dengan variabel-variabel yang belum pernah diuji secara bersama-sama oleh penelitian lain.

Implikasi Praktisi/Kebijakan:

Untuk mendorong keputusan pembelian Milenial dan Gen Z di toko fisik, pemasar fesyen perlu mengintegrasikan strategi produk berkualitas dan tren terkini, promosi kreatif seperti flash sale dan hadiah, serta harga yang kompetitif dengan edukasi manfaat produk.

Keterbatasan Penelitian/Implikasi: Penelitian ini memiliki keterbatasan pada cakupan usia responden, lokasi yang terbatas di Kota Medan, dan hanya berfokus pada sektor fesyen dengan data tahun 2023. Selain itu, variabel yang dianalisis tidak mencakup faktor psikologis dan budaya yang juga dapat mempengaruhi keputusan konsumen.

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