Generation Z Perception of the Tempo Brand
DOI:
https://doi.org/10.59693/insoma.v2i2.47Keywords:
Perception, Generation Z, BrandAbstract
This study focuses on the perception of Generation Z about the Tempo brand. This study was conducted because of the current phenomenon of several print media switching to digital, and the character of Gen Z also tends to read online. This study uses a qualitative approach, needed in this study to find out about the meaning or interpretation of Gen Z towards the Tempo Brand. This study can be used to find and understand the perceptions that influence the current media industry, especially in understanding that print media is currently a tough competition in the midst of online media. The data collection technique in this study uses in-depth interview techniques (In Depth Interview), and documentation to strengthen information. The Gen Z who are targeted are those who read Tempo.co. The results of this study show that Tempo has been able to compile programs according to the criteria owned by Generation Z.
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