Mapping the Minds of Gen Z: The Dynamics of Brand Loyalty in Indonesia

Wafiq Nuril  Azizi; Raden Johnny  Raharjo

doi:10.55927/mudima.v4i2.7895

Authors

Wafiq Nuril Azizi Universitas Pembangunan Nasional Veteran Jawa Timur
Raden Johnny Raharjo Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.55927/mudima.v4i2.7895

Keywords:

Brand Loyalty, Consumer Motivation, Decision Making Process, Consumer Behavior, Local Products

Abstract

This journal reviews aspects of Generation Z's loyalty to local brands, emphasizing psychographic analysis. The research method used is qualitative, using in-depth interviews with Generation Z individuals who show interest and loyalty to local brands. By referring to consumer behavior theory, especially psychographic theory, this research identifies internal and external factors that encourage Generation Z to choose and remain loyal to local brands. The research results provide a deep understanding of consumer motivation, personal values, personality, cultural and social influences, and decision-making processes that shape Generation Z consumer behavior towards local brands

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