Gen Z Consumer Behavior in Jakarta MRT Stations Retail Shop
Main Article Content
This paper focuses on the shopping behavior of Gen Z consumers while shopping in Jakarta MRT station. MRT has become an alternative solution for transportations in Jakarta to get over traffic jam and tends to have punctual schedule. Each MRT stations have different type of brand and retail stores that varies from food and beverages, convenience store and others. Gen Z often use MRT as their preferred transportations and in this study their response towards MRT stations retail and shopping behavior was analyzed during a short interview with the respondents. Analysis in retail shop and how consumers behave towards shopping including their motivations and preferences. In applying a qualitative approach, the study brings forth the Gen Z passengers' preference for punctual, fast travel, brand loyalty, and quick shopping. The results from the research indicate that Gen Z consumers tend to shop at retail shops near the city transit stations in the morning, providing that they love speed and efficiency. It also shows that brand play key role in the Gen Z consuming behavior and how they have planned ahead before actually shopping. The research also indicates that retail firms need to blend the digital way of doing business and social responsibility in order to reach this popular demographic. The dynamics of Gen Z consumers contribute significantly to the choice of products, place, time, and retail shops. Through a deep understanding of these elements, a business can succeed in the trends of the consumers in the urban transit setting.
Ayuni, Risca Fitri. (2019). The online shopping habits and e-loyalty of Gen Z as natives in the digital era. Journal of Indonesian Economy and Business, 34(2), 168.
De Pelsmacker, Patrick, Van Tilburg, Sophie, & Holthof, Christian. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47–55.
Djafarova, Elmira, & Bowes, Tamar. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
Djafarova, Elmira, & Foots, Sophie. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413–431.
Etim, Glory Sunday, James, Edim Eka, Nnana, Arikpo Nneoyi, & Okeowo, Victor Olusegun. (2021). E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. Journal of Business and Management Studies, 3(2), 162–172.
Jung, Summer Dahyang, Claire, Sahej, & Kim, Sohyeong. (2024). Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan. Young Consumers, 25(3), 400–420.
Kim, Aimee, McInerney, Paul, Smith, Thomas Rüdiger, & Yamakawa, Naomi. (2020). What makes Asia–Pacific’s generation Z different. McKinsey & Company, 1–10.
Kraus, Sascha, Durst, Susanne, Ferreira, João J., Veiga, Pedro, Kailer, Norbert, & Weinmann, Alexandra. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466.
Kusuma, Distiani Fitria. (2021). The influence of Generation Z perception of counterfeit product attribute toward purchase intention. Airlangga Journal of Innovation Management, 2(1), 82–91.
Nuryanti, B. Lena, & Hanifah, Ajeng Putri. (2022). How Entrepreneurial Competencies Can Effect Business Performance. The International Journal of Business Review (The Jobs Review), 5(1), 43–52. https://doi.org/10.17509/tjr.v5i1.48044
Ratnawati, Elfrida. (2021). MRT as an Alternative Transportation Solution which is environmentally friendly and traffic jam free in Jakarta. IOP Conference Series: Earth and Environmental Science, 819(1), 12040. IOP Publishing.
Shin, Hyunju, Eastman, Jacqueline, & Li, Yuan. (2022). Is it love or just like? Generation Z’s brand relationship with luxury. Journal of Product & Brand Management, 31(3), 394–414.
Subawa, N. S., Widhiasthini, N. W., Pika, PATP, Suryawati, PUTU INDAH, & Astawa, I. NENGAH DASI. (2020). Generation Z behavior and low price products in the era of disruption. International Journal of Social Sciences and Management Review, 3(3), 1–12.
Thangavel, Packiaraj, Pathak, Pramod, & Chandra, Bibhas. (2022). Consumer decision-making style of gen Z: A generational cohort analysis. Global Business Review, 23(3), 710–728.
Twenge, Jean M. (2023). Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents—and What They Mean for America’s Future. Simon and Schuster.
Wang, Mei Jung, Opoku, Emmanuel Kwame, & Tham, Aaron. (2024). Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan. Young Consumers, 25(3), 368–382.
