GENERATION Z BEHAVIOR AND LOW PRICE PRODUCTS IN THE ERA OF DISRUPTION
Authors:
Nyoman Sri Subawa, Ni Wayan Widhiasthini, Putu Ayu Titha Paramita Pika, Putu Indah Suryawati, I Nengah Dasi Astawa
Abstract:
Changes in consumer behavior are experiencing dynamics in the current era of disruption. Learn more about the behavior of Generation Z in consuming products categorized as low prices. This research was designed using a qualitative descriptive approach. The selection of research sites is “Mie Gacoan”, a national-scale franchise brand, which is growing rapidly in the city of Denpasar. Informants in this study are consumers aged 17-25 years, company management and the owner of “Mie Gacoan”. There were 15 informants, by conducting interviews and observations. The results showed that consumer behaviour between generation Z and the previous generation was very different. Generation Z, more sensitive to the use of technology, all activities are supported by technology, using social media, updating information and have a tendency to the consumptive character. In this study it was found, the price factor becomes the main consideration and their reasons for buying or consuming a product. This phenomenon has been disrupted, consuming quality products, but at very cheap prices. Besides found other factors, namely promotion factors, social factors and psychological factors