Nostalgic Marketing: A Study on Baby Boomers Generation

Abstract

Nostalgic marketing is a stimulus for customers to travel back in the past so that they enjoy nostalgia. Customers as individuals involved in marketing activities have experience. It is interesting to find behaviour of the baby boomers as the first generation. Data obtained through interviews with 30 respondents baby boomers generation in Garut Districts. The results of the factor analysis show that the nostalgic marketing dimensions found in the baby boomer's generation are reminds me of the past, make me feel nostalgic and evokes fond memories at 95% confidence level. Even though there has been research on nostalgic marketing in Indonesia, but there has been no research that examines nostalgic marketing in the baby boomer's generation in Garut Districts.

Pengaruh Brand Familiarity Dan Perceived Nostalgia Terhadap Post-Purchase Intention Jajan Tradisional Srabi Notosuman Pada Generasi Millennial Dan Gen Z

“…Respon emosional inilah yang diharapkan mampu mendorong minat konsumen pada produk yang ditawarkan. Tingkat respon emosional kerinduan konsumen atas pengalaman masa lalu atau perceived nostalgia dapat diamati melalui dimensi tertentu, yaitu social, sensory input, dan event (Hamdani et al, 2020).…”