INTEGRATION OF INTERGENERATIONAL MARKETING AND GLOBAL BRANDS TO MARKETING PERFORMANCE THROUGH THE BEHAVIOR OF MILLENNIALS AND GENERATION Z

Abstrak

The development of smartwatches has gone through a significant evolution, from a simple device with limited functions to a multifunctional device that is connected to the internet and offers a wide range of advanced features. Initially, smartwatches focused on basic functions such as timers and calculators, then evolved into devices that connected to mobile phones, monitored health, and even integrated with artificial intelligence. Garmin is a global company specializing in navigation and wearable technologies, including smartwatches and GPS devices. They are known for their high-quality and innovative products used in various fields such as aviation, marine, automotive, outdoor activities, and fitness. The study aims to analyze the influence of intergenerational marketing and global brands on marketing performance through the behavior of the Millennial and Z Generations. The researcher used the purposive sampling method. Purposive sampling is a method of sampling from members of the population using certain criteria. The data analysis method used in this study is the Structural Equation Model (SEM) with SmartPLS. The results of the study show that intergenerational marketing and global brands affect marketing performance through the behavior of Garmin watch users in Jember Regency.