NUGRAHA, PUTU PESA (2024) MENELUSURI PREFERENSI PEMASARAN GENERASI ALPHA DI ERA METAVERSE. Thesis thesis, STIE Bank BPD Jateng.
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Abstract
This research aims to explore the marketing preferences of Generation Alpha in the Metaverse era. Generation Alpha, born in a digital world, possesses unique characteristics that influence their consumption behavior and marketing preferences. Using descriptive qualitative methods, this study examines how digital marketing strategies, virtual social interactions, and technological innovations impact Generation Alpha’s purchasing decisions. The findings indicate that content personalization and immersive experiences within the Metaverse play a crucial role in shaping this generation’s marketing preferences. Additionally, engagement with brands in virtual spaces significantly influences customer loyalty among Generation Alpha. Keywords: Generation Alpha, digital marketing, Metaverse, consumer preferences, technology, immersive
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menelusuri preferensi pemasaran Generasi Alpha di era Metaverse. Generasi Alpha, yang lahir di dunia digital, memiliki karakteristik unik yang memengaruhi perilaku konsumsi dan preferensi terhadap pemasaran. Dengan menggunakan metode kualitatif deskriptif, penelitian ini mengeksplorasi bagaimana strategi pemasaran digital, interaksi sosial virtual, serta inovasi teknologi berdampak pada keputusan pembelian Generasi Alpha. Hasil penelitian menunjukkan bahwa personalisasi konten dan pengalaman imersif dalam Metaverse memainkan peran penting dalam membentuk preferensi pemasaran generasi ini. Selain itu, keterlibatan dengan merek di ruang virtual memberikan pengaruh signifikan terhadap loyalitas pelanggan di kalangan Generasi Alpha. Kata kunci: Generasi Alpha, pemasaran digital, Metaverse, preferensi konsumen, teknologi, imersif |
| Uncontrolled Keywords: | Generation Alpha;digital marketing;Metaverse;consumer preferences;technology;immersive |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > L Education (General) T Technology > T Technology (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 10 Sep 2024 02:31 |
| Last Modified: | 10 Sep 2024 02:31 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2246 |
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