The Influence of Product Design on Consumer Judgement in Gen-Z and Millennial Generation: Preferences as Moderatio

The objective of this study is to investigate how product design impacts consumer judgment within both the Generation Z and Millennial demographics. Additionally, the research assesses the moderating influence of preferences on the connection between product design and consumer judgment. Furthermore, this study incorporates gender as a control variable. The study's target population comprises individuals from Generation Z and the Millennial generation who possess knowledge about written batik products manufactured by UMKM Batik Banyuripan in Klaten, Central Java. A total of 220 respondents participated in this research, selected through purposive sampling, a technique used to select samples based on specific criteria and considerations. The collected data was processed using SEM-PLS. The research results show that product design has a significant effect on consumer judgment. These results also find that preferences have an insignificant influence in strengthening the influence of product design on consumer judgment. This research also finds that gender does not have a different effect on the influence of product design on consumer judgment.