Gen Z Loyalty: The Role of Brand Communication, SERVQUAL, and Trust in Online Shopping Culture

Arie Indra Gunawan, Tjetjep Djatnika

Abstract

This study aims to measure the loyalty model of Generation Z's online shopping culture using marketplace brand communication. The research was conducted through a quantitative approach. Data were obtained using a questionnaire and processed by SmartPLS. The research found that brand communication activities and marketplace service quality can affect Generation Z’s online shopping culture, which then creates loyalty to a certain marketplace. This tendency is especially shown in the female customer group and income level does not affect the frequency of Generation Z doing online shopping. Creating loyalty is a crucial goal for the sustainability of the marketplace in the industry. Generation Z is one promising market segment. To grab their attention, the media channels must be relevant to those they often use. They must be unique and different from conventional brand communication. This current research took the marketplace as the object, involved respondent age as one of the demographic factors, and observed the online shopping behavior of Generation Z in Indonesia. This selection was because Indonesia has a countless Generation Z age demographics. Besides, this country has various online shopping platforms. Therefore, the results of this study are very relevant to be adopted by other developing countries.

 

Keywords: online shopping, brand communication, service quality, brand trust, brand loyalty.


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