MARKETING COMMUNICATION PLANNING FOR GENERATION Z CASE STUDY OF PT MAHADANA ASTA FUTURES

Abstract

Advances in science and technology positively impact business and social interaction. Utilizing scientific and technological advances to promote the progress of a place is one of the marketing communication strategies. Marketing communication plays a significant role in implementing the corporate image of a particular brand. In addition, marketing communications can increase consumer awareness of the products/services produced by the company, one of which aims to create public awareness and change previously negative attention into positive awareness to grow the economy somewhere. Generation Z is expected to be able to recover the country's economy in the future because the decisions taken by Generation Z to shape the future's economy can have an impact on the country's economic recovery in the future. Investment is one of the efforts for national economic growth. From the increasing number of capital market investors dominated by millennials and Generation Z, it can be seen that Generation Z has become increasingly interested in investing in recent years. Mahadana Asta Berjangka, a company engaged in the field of investment service providers, can help create awareness of Gen Z and increase the possibility of Gen Z entering the world of investment.