Digital Marketing Strategies for Generation Z: An AIDA-Based Case Study of Chatime Indonesia
DOI:
https://doi.org/10.37826/spektrum.v14i1.1206Kata Kunci:
Digital Marketing Communication, Generation Z, AIDA Model Theory, Content StrategyAbstrak
The advancement of digital technology has significantly transformed the marketing landscape, prompting brands to develop communication strategies that are more interactive, personalized, and aligned with the characteristics of today’s consumers, particularly Generation Z. This study aims to analyze the digital marketing communication strategies employed by Chatime Indonesia in engaging Gen Z using the AIDA model (Attention, Interest, Desire, Action) as a conceptual framework. The research adopts a case study method with a descriptive qualitative approach. Data were collected through literature review and documentation of Chatime’s digital content across Instagram, TikTok, and its mobile application during the period of January to July 2025. The findings reveal that Chatime Indonesia implements an inbound marketing strategy through strong visual content, entertaining and relevant storytelling, and interactive loyalty-based application features. These strategies align with Gen Z’s preference for authentic communication, emotional resonance, and meaningful digital experiences. Each stage of the AIDA model is systematically implemented, beginning with capturing attention through visual content, generating interest via relatable narratives, creating desire through personalization and social value, and encouraging action through rewards and app engagement. The study suggests that digital communication strategies should be further developed by expanding meaningful narratives, strengthening collaborations with digital creators, and regularly evaluating audience engagement patterns.Referensi
Autami, N., Suasana, I. (2015). Pengaruh Retail Mix terhadap Keputusan Pembelian Konsumen pada Gerai Chatime. E-jurnal Manajemen Unud, 4(11), 3882-3908.
Annisa, F. F., Alfansi, L., Wiardi, A. H., Daulay, M. I., & Widianti, A. (2023). The Effect of Customer Experience on Customer Satisfaction and Loyalty of Generation Z at Coffee Shops in Bengkulu City. Frontiers in Business and Economics, 2(3), 154–163.
Chen, Z. & Yuan, M. (2020). Psychology of Word of Mouth Marketing. Current Opinion on Psychology, 31, 7-10.
Dašić, D., Vuči, V., Turčinovic, Z., & Tošić, M. (2023). Digital Marketing – Marketing Opportunities and The Power of Digital Consumers. Ekonomika Poljoprivrede, 70(4), 1187-1199.
Dewalska-Opitek, A. & Witczak, O. (2023). Generation Z as Consumers – Contemporary Relationship Challenges. Zeszyty Naukowe Akademii Sztuki Wojennej, 53-61.
Dwivedi et al. (2021). Setting The Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 1-37.
Fromm, J., & Read, A. (2018). Marketing to Gen Z: The Rules for Reaching This Vast and Very Different – Generation of Influencers. New York: AMACOM.
Gosal, C. (2024). Analisis Dampak Estetika Katalog dan Tampilan Media Sosial terhadap Keputusan Pembelian Generasi Z. VICIDI, 14(2), 181-193.
Haroon, A., S., Hong, A., N., H., Hoo, W., C., Wolor, C., W., Liau, C., H. (2025) The Influence of Electronic Word of Mouth in Social Media on Generation Z Purchase Intention in Malaysia. Journal of Lifestyle and SDG’S Review, 5, 1-39.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. United Kingdom: Pearson Education.
Lopes, A.R., & Casais, B. (2022). Digital Content Marketing: Conceptual Review and Recommendations for Practitioners. Academy of Strategic Management Journal, 21(2), 1-17.
Marusic, M., Dadic, M. & Grgic, H. (2024). Understanding Generation Z As a New Generation of Consumers. Prosiding Seminar Contemporary Issues in Economy and Technology (hal 473-488). University of Split.
Maslahatun, Pricilia, M., Aulia, R., & Ruga, Z. A. L. (2025). Strategi Pemasaran Media Sosial dalam Meningkatkan Keterlibatan dan Loyalitas Generasi Z. Jurnal Ilmiah Ekonomi dan Manajemen, 3(2), 362-371.
Mosa, R. A. (2022). Effect of Inbound Marketing on Online Customer Engagement: An Empirical Study in Retail Stores of Basrah. International Journal of Business Economics and Management, 5(1), 51-66.
Palupi, D. H., Anastasia. (2020, June 17). Chatime, Terapkan Strategi Agresif dan Inovatif. Kumparan.com. Retrieved from https://kumparan.com/swaonline/chatime-terapkan-strategi-agresif-dan inovatif-1td3yPC8xYF/full.
Putra, J. E., Sulistyani, N, W., Ramadhan, F., & Hidayat, H. (2025). Effectiveness of Content Marketing in Attracting Generation Z Consumer Loyalty. Journal of Management Economic and Accounting, 2(2), 45-58.
Prasanna, M., & Priyanka, A. L. (2024). Marketing to Gen Z: Understanding the Preferences and Behaviors of Next Generation. International Journal for Multidisciplinary Research, 6(4), 1-8.
Priansa, D., J. (2017). Komunikasi Pemasaran Terpadu pada Era Media Sosial. Bandung: Pustaka Setia.
Raiqal, M. G., & Mukaram, M. (2025). The Influence of Seasonal Price Discounts on Online Impulsive Buying Decisions on the Steam Gaming Platform (Study on Generation Z in Bandung). Jurnal Ekonomi Manajemen Sistem Informasi, 6(5), 3104-311.
Research, Talker. (2024, Nov 8). Gen Z Consumes More Content Any Other Generation.
Talker Research. Retrieved from https://talkerresearch.com/gen-z-consumes-more-content-than-any-other-generation/.
Safitri, F. N. A. & Sriyanto, A. (2025). The Role of Visual Brand Identity Consistency in Enchaning Brand Recall and Consumer Preference. Jurnal Ar Ro’Is Mandalika, 5(2), 491-501.
Salam, K. N., Singkeruang, A. W. T., Husni, M. F., Baharuddin, & Ar, D. P. (2024). Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships. Golden Ratio of Mapping Idea and Literature Format, 4(1), 53-77.
Sani, S. E. A. (2025). Analysis of Digital Content that Captures Gen Z Interest in Marketing Campaigns. Journal of Public Representative and Society Provision, 5(2), 281-287.
Siswanto & Suyanto. (2019). Metode Penelitian Kombinasi: Kualitatif dan Kuantitatif pada Penelitian Tindakan. Klaten: BOSSSCRIPT.
Slepian, R. C., Vincent, A. C., Patterson, H., & Furman, H. (2024). Social Media, Wearables, Telemedicine and Digital Health — A Gen Y And Z Perspective. Comprehensive Precision Medicine, 1, 524-544.
Sugianto, Danang. (2020, Dec 28). Lebih Parah dari Milenial, Gen Z Generasi
Paling Boros. Detik Finance. Retrieved from https://finance.detik.com/berita-ekonomi-bisnis/d-5312779/lebih-parah-dari-milenial-gen-z-generasi-paling-boros
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Tungka, D., Lionardo, M., M. Thio, S. Iskandar, V. (2020). Pengaruh Social Media Marketing terhadap Minat Beli Chatime Indonesia. Jurnal Hospitality dan Manajemen Jasa, 8(2), 78-87.
Wire, Business. (2024, June 18). NIQ and World Data Lab unveil “Spend Z” Report. Antara News. Retrieved from https://en.antaranews.com/news/316344/niq-and-world-data-lab-unveil-spend-z-report.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Jurnal Spektrum Komunikasi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
