PERSEPSI GENERASI Z TERHADAP EFEKTIFITAS NATIVE ADVERTISING DALAM MEMPROMOSIKAN MAKANAN ORGANIK YANG PEDULI LINGKUNGAN
Keywords:
Generasi Z, Native Advertising, Makanan Organik, Keberlanjutan, Pemasaran.Abstract
Tujuan penelitian ini adalah untuk mengetahui bagaimana Gen Z melihat iklan asli dalam mempromosikan makanan organik yang ramah lingkungan. Generasi Z cenderung membeli barang-barang yang menunjukkan komitmen terhadap keberlanjutan karena meningkatnya kesadaran akan masalah sosial dan lingkungan. Penelitian ini dilakukan menggunakan metode campuran, yang melibatkan pendekatan kualitatif dan kuantitatif. Hasil penelitian menunjukkan bahwa 78% responden lebih tertarik dengan iklan asli, 65% lebih percaya pada keberlanjutan produk yang diinformasikan, dan 84% lebih suka iklan informasional. Hasilnya menunjukkan bahwa iklan asli dapat menjadi alat pemasaran yang efektif untuk menjangkau Generasi Z.
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