Marketing Strategy for Facing Changes in Consumer Behavior in Disruption Era
Abstract
Research aim : This study aims to analyze marketing strategies in dealing with changes in consumer behavior of generation Y and generation Z in the era of disruption
Design/Methode/Approach : The analysis technique of this research is interactive analysis
Research Finding : The outcomes of research are conventional marketing strategies are still proven to be effective in accompanying digital marketing strategies in this era of disruption, in other words, the digital marketing strategy formed in this study is a development of the marketing mix strategy, especially the online promotion part as a result of changes in the behavior of the two generations in this era of disruption
Theoretical contribution/Originality : Provides reinforcement of the theory of marketing strategies used in dealing with changes in the behavior of generations Y and Z in this era of disruption
Practitionel/Policy implication : Provide policy recommendations for company management for marketing strategies used in dealing with changes in the behavior of generations Y and Z in this era of disruption
Research limitation : The limitation of this research is still a qualitative method so that in the future it will be strengthened by using a quantitative method
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Copyright (c) 2023 I Gusti Ngurah Satria Wijaya, Riza Wulandari, Annisa Balqis Bashira Syahrir Malintang Latanro, Ni Nyoman Arie Rahayu Sugianitri
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