Preferensi Konsumen Generasi Z terhadap Konsumsi Produk Dalam Negeri

Reny Andriyanty, Dodi Wahab

Abstract


Abstract.  This research analyzed the  influenced factors that affect to the Generation Z preferance for various daily products and services and  used a descriptive method.  The respondents was 328 students.  The samples determined purposively with the criteria they were students, which are category Z generation under 20 years old.  The result showed that consumer preference for food and beverage, clothing and gadgets and higher education choices were the highest percentage of prices, while the largest percentage communication services in brand providers, for transportation products were convenience, and tourism preferences were in the natural beauty. 63.72 percent consumer prefered conventional transaction platforms compared to online transaction platform. Consumers (80.28 percent) preferred to domestic product rather than foreign products.  Logistic regression analysis reveraled that the higher income of respondents will increase 2,843 times the chance of respondents to use domestic products with a natural log value of 1,045. Respondents who chose the conventional market platform, the opportunity to use domestic production will increase 2,781 times compared to the use of foreign products.  While the more the quality of food and beverage products, the opportunities of domestic product consumtion tendency increased by 0,510 times compared to foreign product.

Abstrak. Penelitian ini menganalisis preferensi yang mempengaruhi tingkat kepuasan Generasi Z terhadap berbagai produk/jasa dan penelitian ini menggunakan metode deskriptif.  Penentuan responden ditentukan secara purposive dengan kriteria responden adalah mahasiswa reguler  IBI Kosgoro aktif, kategori generasi Z yang berusia  < 20 tahun yang berjumlah 328 responden.  Hasil penelitian menunjukkan bahwa preferensi konsumen terhadap produk makanan dan minuman, pakaian dan gadget  dan pilihan pendidikan tinggi persentase terbesar pada harga, Sementara jasa komunikasi persentase terbesar pada brand provider, untuk produk transportasi pada kenyamanan, dan preferensi terhadap wisata adalah pada keindahan alam yang ditawarkan wisata tersebut.   Konsumen sebesar 63,72 persen lebih memilih platform transaksi secara konvensional dibandingkan online.  Konsumen 80,28 persen memiliki preferensi untuk membeli produk dalam negeri dibandingkan produk luar negeri.  Analisis regresi logistik menunjukkan bahwa semakin tinggi pendapatan responden maka akan meningkatkan 2,843 kali peluang  responden untuk menggunakan produk dalam negeri dengan nilai log natural 1,045.    Responden yang memilih platform pasar konvensional maka peluang penggunaan produksi dalam negeri akan meningkat 2,781 kali dibandingkan penggunaan produk luar negeri.   Sedangkan semakin berkualitas produk makanan dan minuman, responden akan cenderung mengkonsumsi produk dalam negeri dengan peluang yang akan meningkat sebesar 0,510 kali dibandingkan konsumsi produk makanan dan minuman dari luar negeri.


Keywords


Preferensi konsumen, Generasi Z, Produk dalam negeri.

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DOI: https://doi.org/10.29313/ethos.v7i2.4694

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