Male Gen Z Shopping Behavior towards Sports Shoe Products in Palembang
DOI:
https://doi.org/10.47747/icbem.v2i2.2617Abstract
Behavior shop consumer Generation Z, in particular man , has experience significant changes , especially with influence technology and social media are very dominant . Research This aiming For explore behavior Gen Z men shopping to product shoe sports in the city of Palembang. Using approach qualitative with method studies case , research This involving 17 participants Gen Z men who have buy or show interest to shoe sports . Data collected through semi- structured interviews , observation , and analysis document For understand factors that influence decision purchases , such as social media influence , preferences design and quality , as well as factor price . Research results show that social media influence and influencer recommendations have significant impact in decision purchase , followed by with consideration price and quality products . Gen Z also tends to choose online shopping because convenience access and discounts offered . Research This give outlook important for marketer in design more marketing strategies relevant and effective For interesting attention Gen Z consumers in the shoe market sport.
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