Articles

Empowering Sustainable Recycling: The Influence of Startups and Awareness Among Generation Z

/in /by

Issues like urbanization, industrialization, and overconsumption have led to sustainability becoming a global priority. According to Schönherr & Pikkemaat (2023), social media, social norms, and the effects of COVID-19 played a role in shaping Generation Z’s environmental attitudes. Their dedication to sustainability manifests itself in low-emission travel, selective mobility, and waste management. Dobrowolski et al. (2022) and Schönherr & Pikkemaat (2023) are of opinion that Generation Z agrees that both consumers and businesses share the responsibility toward achieving sustainability. Nonetheless, applying ecological awareness toward concrete pro-environmental actions is an ongoing challenge for all sectors (Gazzola et al., 2020).

Even with Gen Z being highly environmentally conscious, barriers such as unclear recycling rules, insufficient systems, and complicated solutions prevent their ability to adopt consistent recycling practices.

Leveraging innovation, technology, and the entrepreneurial spirit, startups are tackling the recycling issues faced by Gen Z. With the help of mobile applications, AI, blockchain, and gamification, recycling becomes not only easier but more rewarding. Using incentive-based app recycling and smartphone waste collection systems, companies such as Trashie and RecycleSmart strive to make recycling more rewarding and convenient. Other than technological solutions, companies combine digital awareness campaigns alongside partnerships with government, industry, and educational institutions to make the public conscious of the negative impacts of waste on the ecosystem. This underscores the values of Generation Z regarding the need for honesty and responsibility in public concern over the environment.

This study focuses on the use of digital technologies by entrepreneurs and their deliberate attempts to investigate their role in promoting sustainable recycling among Generation Z. The goal is to find practical ways to increase Gen Z’s adoption of recycling by exploring the cooperation between entrepreneurs, legislators, educators, and the commercial sector. By encouraging the growth of a circular economy and long-term environmental accountability, the study ultimately hopes to support the larger sustainability goal.

The Influence of Financial Literacy and Cashless Payment on Consumptive Behavior of Generation Z in Jakarta

/in /by

The increasing adoption of digital financial services has significantly reshaped consumption patterns, particularly among Generation Z who are native to digital environments. Despite rising national financial literacy levels, the gap between knowledge and actual financial behavior persists. This study examines the effect of financial literacy and cashless payment on the consumptive behavior of Generation Z in the DKI Jakarta region. A quantitative approach was employed with purposive sampling, involving 130 respondents. Data were collected using structured questionnaires and analyzed using multiple linear regression in SPSS. The results reveal that financial literacy has a significant negative effect on consumptive behavior, while cashless payment has a significant positive effect. Moreover, both variables jointly influence consumer behavior significantly. These findings highlight the paradox of financial awareness coexisting with increasing consumption risks due to frictionless payment systems. The study suggests that educational initiatives should not only focus on enhancing financial knowledge but also promote behavioral control when using digital financial tools.

Impact of Online Reviews on Purchasing Decisions: A Cross Generational Study

/in /by

This study delves into the influence of online reviews on the purchasing behavior of Generation X, Millennials, and Generation Z consumers in today’s changing digital marketplace. With the prevalence of online reviews that reshape consumer decision-making processes, this study aims to uncover the nuanced differences in how each generational group interacts with and responds to online reviews. Through a meticulous literature review, the paper examines existing studies, identifying a gap in understanding tailored approaches for distinct age groups. The research methodology involves primary data collection through a survey targeting 60 participants across the three generations. Findings suggest distinctive patterns in online shopping habits, reliance on online reviews, and factors influencing purchasing decisions within each group. Though online reviews prove to be significant factor across all generations, varying degrees of reliance and preferences is observed. Furthermore, advantages and disadvantages of online reviews show their pivotal role in consumer decision-making processes, alongside limitations such as sample size constraints and existing factors. The study concludes by emphasizing the importance for businesses to recognize and cater to the unique preferences of each generation, giving insights to navigate the digital shopper’s dilemma effectively. By understanding and adapting to generational needs and preferences, businesses can harness the power of online reviews which is the ‘New Word of Mouth’ to engage with diverse consumer segments, ensuring success in the ever-evolving digital landscape.

The Critical Consideration of Generation Z Acceptance of The Facial Recognition Technology Future Implementation in the Front Office Department of a Family-Owned Car Rental Company in Bali

/in /by

This study explores the acceptance of AI in Facial Recognition Technology among Generation Z in the front office department of a family-owned car rental company in Bali. By employing a mixed-methods approach, the study investigates the potential benefits and challenges of implementing this technology, its impact on customer experience, and its role in optimizing business operations. The study utilizes three frameworks, including the Technology Acceptance Model, Balance Scorecard, Hoshin Planning Kanri, and Business Model Canvas, to provide insights into the current behaviors and attitudes of Generation Z consumers towards facial recognition technology. The findings suggest that while there is a moderate level of interest in the implementation of AI technology, there is also a significant financial investment required for small family-owned businesses. Thus, the study provides recommendations for family-owned car rental businesses to carefully weigh the potential benefits and costs of implementing facial recognition technology while meeting the expectations of their customers.

Generation Z Entrepreneurial Motivation in Adventure Tourism Enterprises in Kintamani Bali

/in /by

Research on Generation Z entrepreneurial motivation in adventure tourism businesses in Batur, Kintamani Bali, aims to describe the forms of entrepreneurial motivation for Generation Z in adventure tourism businesses in Kintamani, Bali. The priority of this research is that it is aimed at entrepreneurs or those who are planning to become entrepreneurs to find typology and motivation in developing a wider adventure tourism business in the Batur Kintamani area. Entrepreneurs must always have high motivation and a more positive self-concept in living their lives, even though the motivation and self-concept of each individual (entrepreneur) has different forms.

Designing Social Media Marketing Strategies Targeting Generation Z for Subsidized Housing in Indonesia (A Case Study of Pt. Graha Putra Asido)

/in /by

PT. Graha Putra Asido, a housing company in Pematangsiantar, focuses on subsidized housing but lacks a targeted marketing strategy, with only 22.22% of their buyers being Generation Z despite this group dominating Indonesia’s subsidized housing program. To avoid market loss and capitalize on Gen Z’s significant social media usage, this research is done, aiming to propose appropriate marketing strategies tailored to Generation Z preferences and behaviors to enhance PT. Graha Putra Asido’s market reach and engagement, using the P.O.S.T method and a touch on P.O.E.M Strategies. Through a mixed-method approach, including a market survey and key informant interviews, the study explores Gen Z’s social media patterns, preferences, and the company’s current marketing strategies. The research concludes with a comprehensive plan, including a Gantt chart, to achieve three main objectives by implementing targeted social media strategies, such as optimized posting schedules, platform-focused content, engaging visuals, influencer partnerships, and interesting campaigns tailored to Generation Z preferences.

The Relationship between Key Factors and Gen Z Employee Retention in Indonesian FMCG Start-Ups

/in /by

This study investigates the factors relationship between turnover intention and employee retention of Generation Z employees in the workplace, using a combination of qualitative and quantitative research methods. Data were collected through interviews and surveys, followed by a comprehensive analysis employing descriptive statistics, and multiple linear regression. The qualitative findings highlight significant financial needs, high expectations of career advancement, and the adverse impact of long working hours on job satisfaction and retention. Quantitative analysis identifies financial opportunities, comprehensive employee benefits, and a sense of being financially rewarded as major factors contributing to economic security and retention. Work-life balance and an open, collaborative company culture, characterized by effective communication and teamwork, also play critical roles in enhancing job satisfaction and loyalty among Gen Z employees. The study reveals that financial factors, work-life balance, and organizational culture significantly impact retention rates. Furthermore, it emphasizes the interconnectedness of these variables, noting how unmet financial needs and unrealistic career expectations can lead to job dissatisfaction and increased turnover. The research concludes with recommendations for longitudinal studies, comparative research, and intersectional studies to further understand the evolving and diverse needs of Gen Z employees. Implementing robust career development programs and addressing financial needs are crucial strategies for start-ups aiming to retain young talent in the long term.

The Effect of Fear of Missing Out on Buying and Post-Purchasing Behaviour toward Indonesia’s Generation Z Online Shoppers (Case study: E-Commerce Indonesia)

/in /by

Some things related to a person’s behaviour and preferences will be linked to his behaviour as a consumer. Technological improvements in this era, such as the internet and social media spread, have become an addiction and formed an understanding that social life is needed. However, unfortunately, what is produced on social media does not all have good results. One of them is the phenomenon of FoMO or Fear of Missing Out. This study aims to get a picture of Consumer Buying and Post-Purchase Behaviour, which in this case is Generation Z shoppers on E-Commerce, as the impact of the FoMO phenomenon. This study uses 14 variables in it, namely social self-efficacy, consumer susceptibility to interpersonal influence, social media addiction, social media self-control failure, novelty seeking, self-esteem, FoMO, the theory of planned behaviour, purchase intention, buying behaviour, and post-purchasing behaviour.  The methodology is quantitative research, with the analysis method used being PLS-SEM with SmartPLS 4.0. Data analysis shows that all indicators and variables are valid and reliable. The prediction accuracy of the existing models is also good. Based on the survey data, most respondents feel that FoMO has affected their lives, with a score of 5-6 on a Likert scale of 6, indicating a high effect. Also, based on the analyzed data from questionnaire responses, four paths have the most substantial influence, buying behaviour towards post-purchasing behaviour, fear of missing out on subjective norms, purchase intention on buying behavior, and consumer susceptibility to interpersonal influence on FoMO.

Analysis on the Impact of Company Employer Branding with the Desire of Generation Z in Choosing Their Workplace: A Case Study of PT BRI

/in /by

Generation Z’s entry into the workforce has shifted perspectives on work. They have clear job expectations and are more demanding, seeking fulfillment, purpose, and a better quality of life. Employers who prioritize these needs will attract and retain Generation Z, shaping the future of work. They are technologically adept, socially aware, and engaged in global issues. Despite uncertain times due to the pandemic, rapid technological growth, and potential economic recessions, Gen Z enters the workforce with clear job expectations. The primary research objective is to develop employer branding strategies that align with the values and expectations of Gen Z. The methodology used in this research is Interactive Model Analysis to know what the important factor for Gen Z is according to Employer Attractiveness Scale (EmpAt). Primary data are acquired by doing an in-depth interview with several employee of PT BRI and also from external that is Gen Z who are currently working in a startup. This research revealed that from 5 dimensions of EmpAt, the most important one to explore is Safety Values because it is one of the benefits of working in BUMN company.

The Effect of Work Stress and Work Values on Turnover Intention of Generation Z Employees in Call Center Company (Case Study of PT ABC in Java, Indonesia)

/in /by

A various of previous research have found that different generation has a positive and negative traits. Generation Z is a generation that born between 1995 and 2012. Generation Z have distinct qualities including the need for convenience, are watchful and worried about their emotional, physical, and financial safety, and also have a realistic view of the importance of their profession. There has been found a high turnover rate of the Generation Z. Employees in a call center interact with customers over the phone or through other technological devices. Because of the constant interaction with angry customers seeking information, support, and help, working at a call center can be difficult. This exposes the customer service representative to a range of stressful circumstances and negative feelings. The employees experience work related stress and are emotionally exhausted, and tend to express themselves by increasing their intention to leave the company. The main issues in many call centers include a high employee turnover rate, which is believed to be as high as 40% annually also it is believed that many contact centers face is a high employee turnover rate that is higher than any other industries.

PT ABC is a focused company specializes in outsourcing business process management with a call center business which is part of BPO or Business Process Outsourcing. The business emphasis is one of the PT ABC has held for a very long time. Based on the interview with HR Support of the PT ABC in Bandung, the TAM division is the division that consider with the most and the highest employee turnover rate compared to other divisions and the majority are the young employees, every month turnover is found in the division, one of the reason stated by the HR Officer is that the factor of the turnover probably due to the workload. This research was made using a quantitative method and random sampling that have been conducted in April 2023 in PT ABC in Java, Indonesia. Based on the previous research this research assumes that work stress and work values affecting turnover intention of the Generation Z, this research conducted to prove that the assumption above is right. Data collected in this research was using interview and the measurement scales used are work stress and turnover intention scale adapted by Agustina (2022) and work values scale by Sulistiobudi & Hutabarat (2022), which have been tested using validity and reliability. This research is analyzed using multiple linear regression using SPSS 25 to determine the effect of the variables. Based on the results of the data processing, there is social dimension of work value, leadership attitude and organizational structure of work stress dimensions that impacted to Generation Z employees in PT ABC. This research contributes to understand the Generation Z characteristic in the work environment. It also contributes and helps how company handle the employees especially the Generation Z. Author recommends that next researcher that using other variables in the company to broaden and deepen the researchs of Generation z in the call center.