Analysis Factors that Influence the Increasing of Generation Z's Interest in Using Social Media as the Implementation of Online to Offline and Offline to Online Business Model in Pandemic Era at Indonesia

ABSTRACT

The situation we are facing right now because of the COVID-19 virus is rapidly changing and gives a noticeable impact. Everything has become an online-based activity, which leads to the increasing number of internet and social media users. On the other hand, business owners need to find new ways to survive in the new normal situation. With that in mind, business owners can take advantage of the internet and social media as a marketplace. Social media is a perfect fit for an O2O (Online-to-Offline or Offline-to-Online) implementation. O2O method strategy is designed to educate more than half of online customers of the product's information. The purpose of this study is to analyze the O2O channel via social media as a marketing place. This research uses the quantitative method and snowball sampling method. The result of this study shows that 98.7% of Generation Z have already shopped online before and are using social media to seek information about product's information. The result of this study can be used to help the business owners to determine the right strategy for their business, either implementing Online-to-Offline or Offline-to-Online business model in this pandemic situation. © 2022 ACM.