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"ABSTRAKSaat ini, Generasi Z adalah generasi dengan kepribadian dan karakteristik paling kompleks dan kritis sepanjang masa. Perbedaan karakter dari generasi terdahulunya sangat mempengaruhi perilaku pembelian dari Generasi Z. Di tahun 2020 mendatang, diperkirakan bahwa anggota dari Generasi Z akan menjadi kelompok konsumen terbesar di dunia, melebihi berbagai kelompok generasi sebelumnya. Oleh karena itu, kekuatan dan daya beli dari generasi ini tidak dapat disepelekan. Walau kini anggotanya berusia maksimal 22 tahun, pengaruh mereka di lingkungan sosial dan keluarga terbilang signifikan. Kekuatan dari Generasi Z diperkuat dari mudahnya akses informasi dan fasihnya mereka untuk berkomunikasi di dalam dunia teknologi dan digital. Sebagai generasi pertama yang lahir sebagai digital natives, mereka hidup tidak hanya di dunia nyata melainkan juga di dunia digital. Berdasarkan kebutuhan dan perilaku yang berbeda, brand perlu mempertimbangkan ulang taktik dan strategi pendekatan kepada target baru ini. Tentunya, strategi pemasaran digital adalah pendekatan yang perlu ditekankan. Melihat potensi pembelian yang besar dari generasi ini, brand yang visioner akan mulai membidik Generasi Z sebagai target utama mereka, dengan pendekatan bauran pemasaran yang sesuai dengan karakteristiknya.

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ABSTRACTNowadays, Generation Z is the most complex and critical generation from all times. These character and behavior differences from its preceding generations affected their buying decision process. I tis estimated that by 2020, Generation Zs will come to be the largest group of consumers globally. Judging by the statement given, this younger genereration should not be looked down by brand marketer. With the oldest member barely even 22 years old, their influence both in social and family environment can be considered as significant. Their favorable state of life is also supported by information accessibility and their fluency in the digital technology. They are the first ever digital natives born generation, hence familiar living both in reality and varied social networks. Their specific behavior and characteristics require brands to reconsider their current approach and strategy to engage with this new audience. Digital marketing is a one definite strategy to be focused on while targeting to Generation Z. Seeing the potential of thie generation, a visionary brand will start targeting this generation as their main audience, with a tailored marketing mix approach to meet their expectations."

"The development of sophisticated technology has caused a major change in how to communicate in the digital era. Social media has been widely used as a means of communication. The power of social media provides a new way of inheriting culture. This qualitative descriptive research i5 intended to look at the use of social media that has cultural content and its function in cultural inheritance to Lare Osing (young people of Banyuwangi). The research results show that cultural content-based social media managed by digital natives have successfully attracted the peoples attention, especially the youngsters. This type ofsoeial media has strategic position as the media of inheriting local culture, maintaining cultural identity, strengthening social values and local wisdom, enriching the local peoples outlook on life as well as the giver of the meaning of culture."

"[ABSTRAKStudi ini berangkat dari keadaan dunia yang diwarnai oleh massifnya perkembanganteknologi informasi dan komunikasi. Perkembangan teknologi berimplikasi pada duaperilaku generasi konsumen yaitu generasi Digital Natives (DN) dan DigitalImmigrants (DI), suatu generasi yang sering mengalami kecemasan terhadapteknologi, dikenal sebagai technology anxiety. Studi ini melihat bagaimana duagenerasi konsumen yang berbeda dalam proses memutuskan membeli produkberbasis teknologi tinggi / high technology seperti smartphone, khususnya untukmenggali proses komunikasi serta mengatasi technology anxiety. Berlandaskanparadigma post-positivistik dengan pendekatan kualitatif, studi ini menghasilkantemuan bahwa DI mengatasi kecemasan dan membeli high tech melalui proseskomunikasi dengan kelompok, sedangkan DN tidak memiliki kecemasan sertacenderung melakukan proses komunikasi dengan dunia virtual sebelum membeli.

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ABSTRACT

This research inspired by picture of a world whose full of information technology and

communications. Development of information technology and communications have

impact for the two generations of consumer behavior, namely the generation of

Digital Natives and Digital Immigrants, a generation that experience technology

anxiety. This research?s aim is digging about how two different generations of

consumers in the process of deciding to buy a high tech product, smartphones, in

particular to explore the communication process and how to overcome technology

anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this

research found that the DI overcome anxiety and buy high-tech through the

communication process with the group, while the DN does not have anxiety and tend

to make the process of communication with the virtual world before buying., This research inspired by picture of a world whose full of information technology and

communications. Development of information technology and communications have

impact for the two generations of consumer behavior, namely the generation of

Digital Natives and Digital Immigrants, a generation that experience technology

anxiety. This research’s aim is digging about how two different generations of

consumers in the process of deciding to buy a high tech product, smartphones, in

particular to explore the communication process and how to overcome technology

anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this

research found that the DI overcome anxiety and buy high-tech through the

communication process with the group, while the DN does not have anxiety and tend

to make the process of communication with the virtual world before buying.]"