ABSTRACT
This study contains an analysis of the digital promotion strategy of the Ayam Geprek Bebas in Bandung, which was observed in 2020–2021. It responds to the next wave of consumers, a new generation called Generation Z with different behavior from the Millennials. A new approach is needed to understand how to effectively gain attention and increase the product sales in the market toward Generation Z. The methods used in this qualitative descriptive research are literature study and participant observation. Meanwhile, the digital marketing theory is used to analyze the promotion strategy applied by the brand Ayam Geprek Bebas and the view of characteristics from each generation to understand how the object's behavior understudy is. The results of this study show that the application of digital promotion and marketing strategies by the Ayam Geprek Bebas can persuade Generation Z with an increase in awareness, which impacts increasing online and dine-in ordering transactions.
