{"id":17708,"date":"2025-05-09T10:00:17","date_gmt":"2025-05-09T03:00:17","guid":{"rendered":"https:\/\/ideoworks.id\/en\/?p=17708"},"modified":"2025-10-08T13:51:09","modified_gmt":"2025-10-08T06:51:09","slug":"kunci-sukses-di-era-baru-konsumen-apa-yang-harus-diketahui-cmo-tentang-gen-z-indonesia","status":"publish","type":"post","link":"https:\/\/ideoworks.id\/en\/kunci-sukses-di-era-baru-konsumen-apa-yang-harus-diketahui-cmo-tentang-gen-z-indonesia\/","title":{"rendered":"Gen Z Consumer Behavior Indonesia: Tren Belanja dan Preferensi Brand Terbaru"},"content":{"rendered":"

Gen Z menguasai dunia. Menurut Head of Consumer & Retail KPMG Malaysia, Ngu Heng Sing, gen Z berjumlah 25% dari populasi global, dan pada tahun 2030 mereka diestimasikan akan berbelanja dengan total mencapai 12 triliun dollar AS, oleh karena itu bagaimana caranya kita memahami Gen Z Consumer Behavior Indonesia<\/a> untuk saat ini .<\/span><\/p>\n

Hal tersebut juga didukung oleh berbagai penelitian dan laporan yang menyebutkan, bahwa kebiasaan belanja gen Z sangat menarik dan berbeda dari generasi-generasi sebelumnya, begitu pula <\/span>gen Z <\/span>consumer behavior<\/span><\/i><\/a> Indonesia<\/span> saat ini. Seperti apa karakteristik perilaku konsumtif para gen Z?\u00c2\u00a0<\/span><\/p>\n

Karakteristik Gen Z Terkait Kebiasaan Belanja<\/span><\/h2>\n

Menurut hasil penelitian yang diterbitkan di Forbes, jika Boomers dan gen X memilih produk dan layanan yang berkualitas dan memberikan pengalaman terbaik, maka gen Z akan memilih <\/span>brand<\/span><\/i> yang memberikan nilai-nilai sosial yang memang sesuai dengan karakteristik mereka, di mana aspek terpenting bagi gen Z adalah hak asasi manusia, kesehatan mental, <\/span>sustainability<\/span><\/i>, pendidikan dan identitas unik mereka sendiri.<\/span><\/p>\n

Lantas, seperti apa perilaku konsumen gen Z di Indonesia?<\/span><\/p>\n

Kondisi Kehidupan Gen Z di Indonesia<\/span><\/h2>\n

Gen Z di Indonesia ada yang tinggal dengan orang tua dan masih bergantung secara finansial kepada mereka, dan gen Z lainnya telah menikah dan berkeluarga sendiri.<\/span><\/p>\n

Dari fakta tersebut, Snapcart meneliti 2.424 responden dengan rentang usia sebagai berikut:<\/span><\/p>\n

50% gen Z berusia 12-20 tahun<\/span><\/p>\n

50% gen Z berusia 21-27 tahun<\/span><\/p>\n

Hasil studi mengungkap bahwa 13% Gen Z di Indonesia tidak secara langsung berbelanja kebutuhan sehari-hari, karena biasanya kebutuhan tersebut dibelikan oleh anggota keluarga lain. Sementara itu, 69% Gen Z aktif terlibat dalam proses belanja, terutama dalam memilih barang kebutuhan.<\/span><\/p>\n

Lalu, apa ciri barang-barang kebutuhan yang biasanya dibeli oleh gen Z?<\/span><\/p>\n

Ciri Khas <\/span>Brand<\/span><\/i> Kesukaan Gen Z di Indonesia<\/span><\/h2>\n

Gen Z memiliki preferensi tersendiri dalam memilih <\/span>brand <\/span><\/i>yang mereka sukai. Dalam membeli produk kesukaan mereka, gen Z di Indonesia pada umumnya menilai <\/span>brand <\/span><\/i>dari ciri-ciri berikut:<\/span><\/p>\n

Harga, kualitas produk, diskon atau promosi.<\/b><\/h3>\n

Salah satu ciri khas <\/span>brand <\/span><\/i>yang disukai Gen Z di Indonesia adalah kombinasi antara harga yang terjangkau, kualitas produk yang terpercaya, serta penawaran menarik seperti diskon dan promosi. Gen Z dikenal sebagai konsumen yang cerdas dan selektif, mereka tidak hanya mencari produk yang trendi, tetapi juga mempertimbangkan value for money. <\/span>Brand <\/span><\/i>yang mampu menghadirkan produk berkualitas dengan harga kompetitif serta rutin memberikan promo atau potongan harga cenderung lebih mudah menarik perhatian dan loyalitas Gen Z<\/span><\/p>\n

39% gen Z memilih produk bersertifikat halal.<\/b><\/h3>\n

Dikarenakan sebagian besar masyarakat di Indonesia adalah muslim, maka, gen Z pun banyak yang memilih produk yang sudah pasti memiliki sertifikat halal. Dengan begitu, mereka dapat menggunakan produk dengan lebih tenang dan nyaman, tanpa kekhawatiran.<\/span><\/p>\n

Kualitas produk tetap menjadi faktor utama untuk membeli barang.<\/b><\/h3>\n

Pada akhirnya, keputusan gen Z dalam membeli produk atau layanan, paling dipengaruhi oleh kualitas yang ditawarkan. Gen Z mengutamakan produk dan layanan berkualitas baik dan terjamin dari <\/span>brand <\/span><\/i>yang terpercaya, serta memiliki ulasan dan testimoni positif.<\/span><\/p>\n

39% gen Z juga memilih rekomendasi dari teman dan saudara.<\/b><\/h3>\n

Ulasan dan testimoni yang lebih dipercaya gen Z adalah rekomendasi dari teman dan saudara. Gen Z merasa lebih yakin dan lebih hemat waktu, untuk membeli produk atau layanan yang sudah terbukti memberi kepuasan dan kualitas terbaik kepada teman dan saudara.<\/span><\/p>\n

Lalu, bagaimana kesetiaan gen Z Indonesia terhadap <\/span>brand <\/span><\/i>produk yang telah digunakan?<\/span><\/p>\n

Tingkat Loyalitas Gen Z di Indonesia<\/span><\/h2>\n

Loyalitas gen Z Indonesia sama dengan gen Z di negara-negara lainnya. 43% gen Z Indonesia mencoba atau menggunakan produk baru setiap 1-3 bulan. Alasannya: 27% mencari kualitas lebih tinggi, 15% memilih produk yang lebih terjangkau. Hanya 22% yang loyal terhadap <\/span>brand <\/span><\/i>favorit mereka.<\/span><\/p>\n

Namun, apa sebenarnya produk kebutuhan yang paling banyak dibeli oleh para gen Z?<\/span><\/p>\n

Contoh 5 Produk Kebutuhan yang Paling Sering Dibeli Gen Z<\/span><\/h2>\n

Kelima produk kebutuhan sehari-hari ini paling sering dibeli secara acak. Gen Z pun biasa berganti <\/span>brand<\/span><\/i> setiap kali membeli produk ini, yaitu:<\/span><\/p>\n

    \n
  1. Skincare<\/span><\/i> atau kosmetik – 19%<\/span><\/li>\n
  2. Parfum – 11%<\/span><\/li>\n
  3. Camilan – 11%<\/span><\/li>\n
  4. Sabun mandi – 7%<\/span><\/li>\n
  5. Sampo – 6%<\/span><\/li>\n<\/ol>\n

    Lima jenis produk tersebut adalah barang kebutuhan dasar, sehingga pasti dipakai oleh konsumen setiap hari. Di samping harga yang terjangkau, <\/span>brand <\/span><\/i>yang memproduksinya juga sangat beragam, sehingga memberikan pilihan yang tidak ada habisnya kepada konsumen.<\/span><\/p>\n

    Lebih dari itu, iklan juga menjadi strategi <\/span>marketing <\/span><\/i>yang sangat berpengaruh terhadap keputusan gen Z, dalam memilih <\/span>brand <\/span><\/i>produk.<\/span><\/p>\n

    Pengaruh Iklan Terhadap Kebiasaan Belanja Gen Z Indonesia<\/span><\/h2>\n

    Kebiasaan belanja Gen Z tidak terlepas dari iklan yang mereka lihat di berbagai <\/span>platform<\/span><\/i>. Untuk mencari dan menentukan pilihan produk atau layanan yang ingin dibeli, Gen Z Indonesia cenderung melihat iklan dari <\/span>brand <\/span><\/i>favorit mereka. Media yang digunakan pun sangat dipengaruhi oleh <\/span>regional culture and marketing <\/span><\/i>Indonesia<\/span>, yang membentuk preferensi serta cara Gen Z merespons promosi <\/span>brand <\/span><\/i>di setiap daerah. Gen Z Indonesia paling sering melihat iklan <\/span>brand<\/span><\/i> yang disuka pada media berikut:<\/span><\/p>\n

      \n
    1. Media sosial – 69%<\/span><\/li>\n
    2. Televisi – 11%<\/span><\/li>\n
    3. Toko – 7%<\/span><\/li>\n
    4. Website online<\/span><\/i> – 7%<\/span><\/li>\n
    5. Papan iklan – 2%<\/span><\/li>\n
    6. Media cetak – 2%<\/span><\/li>\n
    7. Pajangan – 2%<\/span><\/li>\n
    8. Panel display – 1%<\/span><\/li>\n<\/ol>\n

      Media Sosial Tempat Iklan Paling Menarik Bagi Gen Z<\/span><\/h2>\n

      Media sosial tetap menjadi platform terfavorit bagi gen Z untuk mencari produk yang akan dibeli. Berikut media sosial yang memiliki <\/span>engagement <\/span><\/i>iklan paling tinggi dengan gen Z:<\/span><\/p>\n

      Gen Z berusia 12-20 tahun:<\/span><\/p>\n

        \n
      1. Tiktok 83%<\/span><\/li>\n
      2. Instagram 17%<\/span><\/li>\n
      3. Youtube 0%<\/span><\/li>\n
      4. Facebook 0%<\/span><\/li>\n
      5. X (Twitter) 0%<\/span><\/li>\n<\/ol>\n

        Gen Z berusia 21-27 tahun:<\/span><\/p>\n

          \n
        1. Tiktok 69%<\/span><\/li>\n
        2. Instagram 22%<\/span><\/li>\n
        3. Youtube 6%<\/span><\/li>\n
        4. Facebook 1%<\/span><\/li>\n
        5. X (Twitter) 1%<\/span><\/li>\n<\/ol>\n

          Kesimpulan<\/span><\/h2>\n

          Memahami pola pikir gen Z dapat membantu <\/span>brand<\/span><\/i> global mengetahui, apa saja tren belanja terbaru, kebiasaan gen Z saat berbelanja, hingga istilah yang biasa digunakan gen Z dalam transaksi jual-beli. Dengan begitu, tim <\/span>Chief Marketing Officer <\/span><\/i>(CMO) dapat mengintegrasikan rencana strategi yang tepat untuk <\/span>launching brand<\/span><\/i> sekaligus produk dan layanannya.<\/span><\/p>\n

          Bersama IDEOWORKS, <\/span>brand<\/span><\/i> Anda akan dapat memahami pola perilaku konsumen gen Z di Indonesia secara menyeluruh, sehingga memudahkan perancangan strategi <\/span>marketing<\/span><\/i> yang tepat sasaran. Untuk mendapatkan informasi selengkapnya, hubungi IDEOWORKS melalui kontak yang tersedia.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          Gen Z menguasai dunia. Menurut Head of Consumer & Retail KPMG Malaysia, Ngu Heng Sing, gen Z berjumlah 25% dari populasi global, dan pada tahun 2030 mereka diestimasikan akan berbelanja dengan total mencapai 12 triliun dollar AS, oleh karena itu bagaimana caranya kita memahami Gen Z Consumer Behavior Indonesia untuk saat ini . Hal tersebut […]<\/p>\n","protected":false},"author":123471,"featured_media":17673,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[828],"tags":[],"class_list":["post-17708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting"],"acf":[],"yoast_head":"\nGen Z Consumer Behavior Indonesia dan Kebiasaanya<\/title>\n<meta name=\"description\" content=\"Pelajari Gen Z consumer behavior Indonesia: karakteristik belanja, produk favorit, dan strategi brand yang efektif untuk target generasi muda.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ideoworks.id\/en\/kunci-sukses-di-era-baru-konsumen-apa-yang-harus-diketahui-cmo-tentang-gen-z-indonesia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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