Shopping Decision Millennials and Baby Boomers In Indonesia E-Commerce

Abstract

Marketing strategy in E-Commerce companies is very important thing because along with the globalization, marketing also changed the way marketing used to be. E-Commerce can reach their consumers widely, so they need to approach their customer more with their strength and benefit especially in privacy concern (Bruseke, 2016). E-Commerce in Indonesia is growing up so fast because Indonesian people have a tendency to find cheaper prices and ease of shopping. E-Commerce business with a good marketing strategy focused on this demography should result in stable returns over the next few decade. Millennials are more dependent on their gadget. So it’s very easy for millennial to access application to buy something from the internet. It’s also obvious that millennials have a different approach to shopping with the baby boomers. Millennials prefer more affordable price tag and fast shipping. Along with that baby boomers don’t really mind about the price.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

“…Accordingly, the HVM indicates that Millennials' clothing brand legitimacy judgements amid a global crisis are strongly driven by the attributes ‘affordability’ and ‘fit’, to derive ‘value for money’, ‘comfort’, and ‘look and feel good’. The related and dominant underlying values that were satisfied, through the prioritisation of attributes and desired consequences, are: ‘pleasure or hedonism’ which encompasses pleasure derived from a combination of aesthetic satisfaction, reminding of Millennials' fashion consciousness (Dash et al, 2021; Licsandru & Cui, 2019), and their interest in clothing and fashion (Rahman et al, 2021; Sanny & Gerardo, 2018), evident from sales figures for this age cohort (de Kerviler & Rodriguez, 2019), particularly in emerging markets (Horváth & Adıgüzel, 2018). to sense ‘security, or to feel safe and stable’, which implies coherence with society, stability of relationships, and oneself (Schwartz et al, 2012), suggesting that Millennials would prefer brands that they feel comfortable with, that are accepted by their peers, hence avoiding negative publicity surrounding a brand, for whatever reason, to fit in with what is deemed acceptable in society. …”

“…• 'pleasure or hedonism' which encompasses pleasure derived from a combination of aesthetic satisfaction, reminding of Millennials' fashion consciousness (Dash et al, 2021;Licsandru & Cui, 2019), and their interest in clothing and fashion (Rahman et al, 2021;Sanny & Gerardo, 2018), evident from sales figures for this age cohort (de Kerviler & Rodriguez, 2019), particularly in emerging markets (Horváth & Adıgüzel, 2018).…”