Ethnography Study Pada Customer Values dan Pain Points Generasi Z Terhadap Penggunaan Produk Smartphone Iphone (Case Study: Program Studi Manajemen, Ilmu Komunikasi, dan Ilmu Politik Angkatan 2020 Di Universitas Bakrie)

Azzahra, Rodiah Mutiara (2024) Ethnography Study Pada Customer Values dan Pain Points Generasi Z Terhadap Penggunaan Produk Smartphone Iphone (Case Study: Program Studi Manajemen, Ilmu Komunikasi, dan Ilmu Politik Angkatan 2020 Di Universitas Bakrie). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to identify and group customer values and pain points felt by generation Z or gen Z students in using iPhone smartphones. This study uses an ethnography method approach with a case study on generation Z students from the Management, Communication Science, and Political Science Study Programs, Class of 2020 at Bakrie University. The data in this study were collected by conducting in-depth interviews (In-Depth-Interview) and observations of informants. The results of this study indicate that customer values from the three study programs, namely the Management, Communication Science, and Political Science Study Programs, Class of 2020, are based on quality driven photos and videos and smooth operation of the iOS system from the iPhone smartphone. Meanwhile, the pain points of the three study programs, namely the Management, Communication Science, and Political Science Study Programs, Class of 2020 in using the iPhone smartphone are the low quality and performance of the smartphone battery, the obligation for users to bring a power bank, high costs on iPhone smartphone chargers, and high maintenance of iPhone smartphones on batteries and chargers. The results of these findings are expected to provide improvements and insights for technology companies, especially Apple, in understanding the needs of generation Z, and can develop products that are more durable and make it easier for users to use the product.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Ethnography, Customer Values, Pain Points, Generation Z, Smartphone, iPhone, Apple, Bakrie University.
Subjects:	Customer Behavior Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Rodiah Mutiara Azzzahra
Date Deposited:	10 Sep 2024 09:53
Last Modified:	10 Sep 2024 09:53
URI:	https://repository.bakrie.ac.id/id/eprint/10526

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