Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest
Generation Z, born between the mid-1990s and early 2010s, is the focus of today's investment market. They grew up in the digital era with advanced technology and extensive internet connectivity. Companies are focusing on digital marketing communication strategies and application-based investmen...
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| Format: | Article |
| Language: | English |
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Bandung: Prodi Manajemen FE Universitas Langlangbuana
2024-12-01
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| Series: | Almana: Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journalfeb.unla.ac.id/index.php/almana/article/view/2642 |
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| _version_ | 1841553391543648256 |
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| author | Lucky Radi Rinandiyana Tine Badriatin Asep Budiman Ali Subrata |
| author_facet | Lucky Radi Rinandiyana Tine Badriatin Asep Budiman Ali Subrata |
| author_sort | Lucky Radi Rinandiyana |
| collection | DOAJ |
| description | Generation Z, born between the mid-1990s and early 2010s, is the focus of today's investment market. They grew up in the digital era with advanced technology and extensive internet connectivity. Companies are focusing on digital marketing communication strategies and application-based investment systems to increase Generation Z's participation in investment. The financial industry in East Priangan has adapted to this strategy, helping companies reach target audiences with relevant and engaging messages, and providing convenience and accessibility for Generation Z who rely on technology. This study aims to determine how digital marketing strategies and app-based investment systems affect Generation Z's interest in investing in East Priangan, as well as how they affect Generation Z's overall interest in investing. The method used in this research is quantitative descriptive based on research results showing that digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing. Thus, the conclusion of this research is digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing. |
| format | Article |
| id | doaj-art-8bc631678e864ed3857c70d3163144d6 |
| institution | Kabale University |
| issn | 2579-4892 2655-8327 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Bandung: Prodi Manajemen FE Universitas Langlangbuana |
| record_format | Article |
| series | Almana: Jurnal Manajemen dan Bisnis |
| spelling | doaj-art-8bc631678e864ed3857c70d3163144d62025-01-09T08:51:07ZengBandung: Prodi Manajemen FE Universitas LanglangbuanaAlmana: Jurnal Manajemen dan Bisnis2579-48922655-83272024-12-018343144110.36555/almana.v8i3.26422642Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment InterestLucky Radi Rinandiyana0Tine Badriatin1Asep Budiman2Ali Subrata3Universitas Siliwangi, IndonesiaUniversitas Siliwangi, IndonesiaUniversitas Siliwangi, IndonesiaUniversitas Siliwangi, IndonesiaGeneration Z, born between the mid-1990s and early 2010s, is the focus of today's investment market. They grew up in the digital era with advanced technology and extensive internet connectivity. Companies are focusing on digital marketing communication strategies and application-based investment systems to increase Generation Z's participation in investment. The financial industry in East Priangan has adapted to this strategy, helping companies reach target audiences with relevant and engaging messages, and providing convenience and accessibility for Generation Z who rely on technology. This study aims to determine how digital marketing strategies and app-based investment systems affect Generation Z's interest in investing in East Priangan, as well as how they affect Generation Z's overall interest in investing. The method used in this research is quantitative descriptive based on research results showing that digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing. Thus, the conclusion of this research is digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing.http://journalfeb.unla.ac.id/index.php/almana/article/view/2642digital strategyinvestment interestinvestment system implementationmarketing communication |
| spellingShingle | Lucky Radi Rinandiyana Tine Badriatin Asep Budiman Ali Subrata Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest Almana: Jurnal Manajemen dan Bisnis digital strategy investment interest investment system implementation marketing communication |
| title | Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest |
| title_full | Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest |
| title_fullStr | Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest |
| title_full_unstemmed | Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest |
| title_short | Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest |
| title_sort | digital marketing strategy and app based investment systems empowering gen z investment interest |
| topic | digital strategy investment interest investment system implementation marketing communication |
| url | http://journalfeb.unla.ac.id/index.php/almana/article/view/2642 |
| work_keys_str_mv | AT luckyradirinandiyana digitalmarketingstrategyandappbasedinvestmentsystemsempoweringgenzinvestmentinterest AT tinebadriatin digitalmarketingstrategyandappbasedinvestmentsystemsempoweringgenzinvestmentinterest AT asepbudiman digitalmarketingstrategyandappbasedinvestmentsystemsempoweringgenzinvestmentinterest AT alisubrata digitalmarketingstrategyandappbasedinvestmentsystemsempoweringgenzinvestmentinterest |