JEB17 : Jurnal Ekonomi dan Bisnis

https://jurnal.untag-sby.ac.id/index.php/JEB17/issue/feed JEB17 : Jurnal Ekonomi dan Bisnis 2025-04-04T14:38:06+00:00 I Made Suparta jeb17@untag-sby.ac.id Open Journal Systems JEB17 -Journal of Economics and Business is biannual peer-reviewed, open-access journal published by the Faculty of Economics and Bussines, at the Universitas 17 Agustus 1945 Surabaya. It publishes high quality research papers in all fields of  Economics and in closely related fields of finance, online and offline bussines, accounting, management, and politics in economy, trading and enterpreneurship. The Journal is interested in both theoretical and applied research with an emphasis on topics in corporate finance, financial markets and institutions, and investments. Research in real estate industry, insurance industry, monetary theory and policy, and industrial organization is also welcomed. The journal is also encourages articles dealing with the relation between the financial structure of firms and the industrial structure of the product market. https://jurnal.untag-sby.ac.id/index.php/JEB17/article/view/13086 DOMINASI PRODUK NASIONAL DI SEGMEN PASAR REMAJA SURABAYA: STUDI KASUS MENGENAI PREFERENSI PERILAKU KONSUMEN 2025-04-04T14:38:05+00:00 RIKA LIFTIANA rika.stiepemuda@gmail.com Endang Siswati rika.stiepemuda@gmail.com

Abstract The purpose of this study is to analyze the dominance of national products in the Surabaya youth market segment and the factors that influence consumer preferences and behavior in choosing national products over imported products. Using a case study approach with a qualitative descriptive method. Data were collected through participatory observation, in-depth interviews, and documentation, with 18 students of Bhayangkara University Surabaya as research subjects who were selected using purposive sampling techniques based on diverse social and economic backgrounds. The results of the study show that the majority of teenagers prefer national products due to several main factors, namely more affordable prices, adequate quality, and wider product availability in various distribution channels, both physical stores and e-commerce platforms. In addition, nationalism is also a driving factor, where some teenagers feel proud to use domestic products and want to support the local economy. Social media plays an important role in shaping this preference, especially through digital marketing campaigns and local influencer endorsements. Teenagers' consumption patterns for national products are dominated by brand loyalty, recommendations to friends, and positive reviews in online purchases. These findings provide insight for local producers to continue to improve marketing strategies, product innovation, and strengthen brand engagement in order to maintain the dominance of national products in the youth segment. Keywords: National products; Surabaya youth segment; case study; consumer behavioral preferences