Consumer Behavior Analysis of Generation Z in Using Batik in the Industrial Era 5.0
DOI:
https://doi.org/10.55606/ijemr.v4i1.340Keywords:
Batik, Consumer Behavior, Generation ZAbstract
The purpose of this study is to determine the influence of consumer behavior on generation Z in Using Batik in the Industrial Era 5.0. The research method used is quantitative descriptive analysis using primary data in the form of respondent responses and other secondary data. The object of this study is undergraduate students of the Management Study Program, Faculty of Economics and Business, Bhayangkara University, Jakarta Raya, who according to the researcher's observations are students who often use Batik. The research stages are divided into 8 stages, namely introduction and identification of problems, formulating problems, preliminary studies, developing hypotheses, selecting research samples, collecting data, data analysis and interpretation, and concluding the results of the study. The number of samples used in this study was 100 samples. The analysis tool used is SmartPLS 4.1.1. The tests carried out in this study include Validity Reliability Tests, Inner Outer Models and Hypothesis Tests. The results of this study are that Consumer Behavior in Gen Z has a positive and significant effect on the Use of Batik in the Industrial Era 5.0.
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