바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

How Digital Technology Driven Millennial Consumer Behaviour in Indonesia

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2019, v.17 no.8, pp.25-34
https://doi.org/https://doi.org/10.15722/jds.17.8.201908.25
INDAHINGWATI, Asmara
LAUNTU, Ansir
TAMSAH, Hasmin
FIRMAN, Ahmad
PUTRA, Aditya Halim Perdana Kusuma
ASWARI, Aan

Abstract

Purpose - Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology - This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results - All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions - Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future.

keywords
Purchase Decision, Consumer Behaviour, E-commerce

Reference

1.

Applebaum, W. (1951). Studying customer behaviour in retail stores. Journal of Marketing, 16(2), 172-179. https://doi.org/10.2307/1247625

2.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Melbourne, Australia: Pearson Australia.

3.

Chi, T. (2018). Understanding Chinese consumer adoption of apparel mobile commerce : An extended TAM approach.Journal of Retailing and Consumer Services, 44(7), 274-284.

4.

Chin, W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336. https://doi.org/10.1016/j.aap.2008.12.010

5.

Coulson, N. S. (2005). Receiving social support online:an analysis of a computer-mediated support group for individuals living with irritable bowel syndrome. CyberPsychology & Behavior, 8(6), 580-584.

6.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008

7.

Dittmar, H., & Drury, J. (2000). Self-image – is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers. Journal of Economic Psychology, 21(2), 109-142. https://doi.org/10.1016/S0167-4870(99)00039-2

8.

Dwivedi, Y. K., Rana, N. P., Chen, H., & Williams, M. D. (2011). A Meta-analysis of the Unified Theory of Acceptance and Use of Technology (UTAUT). In IFIP international working conference on governance and sustainability in information systems-managing the transfer and diffusion of it (pp.155-170). Berlin, Germany: Springer.

9.

Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r)evolution of wine marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550-1555. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.10.015

10.

Folarin, T. O. (2017). Influence of Customers’ Perceived Risk on Online Shopping Intention in Malaysia’S Apparel Industry. International Journal of Information Systems and Engineering, 4(2), 69-81. https://doi.org/10.24924/ijise/2016.11/v4.iss2/69.81

11.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(1), 382-388.

12.

Foroudi, P. (2019). International Journal of Hospitality Management Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(3), 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016

13.

Foroudi, P., Melewar, T. C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67(11), 2269-2281.

14.

Friedrich, T., Schlauderer, S., & Overhage, S. (2019). The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study. Electronic Commerce Research and Applications, 36(5), 100861. https://doi.org/https://doi.org/10.1016/j.elerap.2019.100861

15.

Ghazal, M., Akmal, M., Iyanna, S., & Ghoudi, K. (2016). Smart plugs : Perceived usefulness and satisfaction :Evidence from United Arab Emirates. Renewable and Sustainable Energy Reviews, 55(3), 1248-1259.

16.

Hair, J. F., Henseler, J., Dijkstra, T. K., & Sarstedt, M. (2014). Common beliefs and reality about partial least squares: comments on Rönkkö and Evermann. Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928.

17.

Hamid, A. A., Razak, F. Z. A., Bakar, A. A., & Abdullah, W. S. W. (2016). The Effects of Perceived Usefulness and Perceived Ease of Use on Continuance Intention to Use E-Government. Procedia Economics and Finance, 35(October 2015), 644-649. https://doi.org/10.1016/S2212-5671(16)00079-4

18.

Haming, M., Murdifin, I., Syaiful, A. Z., & Putra, A. H. P. K. (2019). The Application of SERVQUAL Distribution In Measuring Customer Satisfaction of Retails Company. Journal of Distribution Science, 17, 25-34.

19.

Han, J. H., & Kim, H. (2019). The role of information technology use for increasing consumer informedness in cross-border electronic commerce : An empirical study. Electronic Commerce Research and Applications, 34(2) https://doi.org/10.1016/j.elerap.2019.100826.

20.

Hinrichs, A., Pillichshammer, F., & Tezuka, S. (2018). Tractability properties of the weighted star discrepancy of the Halton sequence. Journal of Computational and Applied Mathematics, 350(4), 46-54. https://doi.org/https://doi.org/10.1016/j.cam.2018.09.042

21.

Höflinger, P. J., Nagel, C., & Sandner, P. (2018). Reputation for technological innovation: Does it actually cohere with innovative activity? Journal of Innovation &Knowledge, 3(1), 26-39. https://doi.org/https://doi.org/10.1016/j.jik.2017.08.002

22.

Hsu, C.-L., & Lin, J. C.-C. (2015). What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46-57. https://doi.org/https://doi.org/10.1016/j.elerap.2014.11.003

23.

Huang, J., Boh, W. F., & Goh, K. H. (2011). From A Social Influence Perspective: The Impact Of Social Media On Movie Sales. In PACIS (p. 79).

24.

Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25(5), 40–58. https://doi.org/https://doi.org/10.1016/j.elerap.2017.08.003

25.

Hung, Y.-H., Huang, T.-L., Hsieh, J.-C., Tsuei, H.-J., Cheng, C.-C., & Tzeng, G.-H. (2012). Online reputation management for improving marketing by using a hybrid MCDM model. Knowledge-Based Systems, 35(5), 87-93. https://doi.org/https://doi.org/10.1016/j.knosys.2012.03.004

26.

Indahingwati, A. (2017). Answering The Customer Satisfaction "Kongkow" Café Place In Surabaya. Jurnal Ekonomika’45, 4(2).

27.

Jamal, S. A., Aminudin, N., & Kausar, D. R. (2019). Family adventure tourism motives and decision-making:A case of whitewater rafting. Journal of Outdoor Recreation and Tourism, 25(2), 10-15. https://doi.org/https://doi.org/10.1016/j.jort.2018.11.005

28.

Kim, H., & Song, J. (2010). The quality of word‐of‐mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390. https://doi.org/10.1108/17505931011092844

29.

Kim, S. H., &Seock, Y.-K. (2019). The roles of values and social norm on personal norms and pro-environmentally friendly apparel product purchasing behavior: The mediating role of personal norms. Journal of Retailing and Consumer Services, 51(4), 83-90. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.023

30.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ:John Wiley & Sons.

31.

Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior, 54(1), 257–270. https://doi.org/10.1016/j.chb.2015.08.003

32.

Kumar, A., Lee, H.-J., & Kim, Y.-K. (2009). Indian consumers’ purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521-527. https://doi.org/https://doi.org/10.1016/j.jbusres.2008.06.018

33.

Laczniak, G. R., & Murphy, P. E. (2018). The role of normative marketing ethics. Journal of Business Research, 95(2), 401-407. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.036

34.

Lee, W.-I., Cheng, S.-Y., & Shih, Y.-T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229. https://doi.org/10.1016/j.apmrv.2017.07.007

35.

Liu, P., Xu, Z., & Zhao, X. (2019). Road tests of self-driving vehicles: Affective and cognitive pathways in acceptance formation. Transportation Research Part A:Policy and Practice, 124(6), 354-369. https://doi.org/https://doi.org/10.1016/j.tra.2019.04.004

36.

Londhe, B. R. R. (2014). Marketing Mix for Next Generation Marketing. Procedia Economics and Finance, 11(1964), 335-340. https://doi.org/10.1016/S2212-5671(14)00201-9

37.

Lu, C.-C., Wu, I.-L., & Hsiao, W.-H. (2019). Developing customer product loyalty through mobile advertising:Affective and cognitive perspectives. International Journal of Information Management, 47(8), 101-111. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2018.12.020

38.

Luo, M. M., & Chea, S. (2018). Cognitive appraisal of incident handling, affects, and post-adoption behaviors:A test of affective events theory. International Journal of Information Management, 40(8), 120-131. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2018.01.014

39.

Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão, REGE, 31(4). https://doi.org/10.1108/REGE-03-2018-031

40.

Malik Bader Alazzam, A., Samad Hasan Basari, A. S. S., Ibrahim, Y. M., Ramli, M. R., & Naim, M. H. (2016). Trust in stored data in EHRs acceptance of medical staff: using UTAUT2. International Journal of Applied Engineering Research, 11(4), 2737-2748.

41.

Meiyani, E., & Putra, A. H. P. K. (2019). The Relationship Between Islamic Leadership on Employee Engagement Distribution in FMCG Industry:Anthropology Business Review. Journal of distribution science, 17, 19-28.

42.

Mohd Suki, N., Ramayah, T., Mohd Suki, N., Mohd Suki, N., Mohd Suki, N., Mohd Suki, N., & Mohd Suki, N. (2008). Internet shopping acceptance: Examining the influence of intrinsic versus extrinsic motivations. Direct Marketing: An International Journal, 2(2), 97-110. https://doi.org/10.1108/17505930810881752

43.

Mu, E., & Pereyra-Rojas, M. (2017). Practical Decision Making. SpringerBriefs in Operations Research, 10(5), 48-60. https://doi.org/10.1007/978-3-319-33861-3

44.

Ozkisi, H., & Topaloglu, M. (2016). ScienceDirect Identifying College Students’ Feelings and Thoughts about Online Shopping. Procedia Economics and Finance, 39, 17-23. https://doi.org/10.1016/S2212-5671(16)30235-0

45.

Purwanto, P., Sutanto, E. M., & Indahingwati, A. (2018). Marketing On Politics And Public Leadership. Jurnal Manajemen Dan Kewirausahaan, 20(1), 53-62.

46.

Putri, S. D., & Fithrah, D. S. (2017). The effect of Online Marketing Campaign Samyang Challenge on Behavior Digital Native User Youtube Consumer in Indonesia. PRofesi Humas, 1(2), 132-141.

47.

Rauschnabel, P. A., & Herzfeldt, E. (2019). What motivates users to hashtag on social media ? Psychology &Marketing, 36(5), 473-488. https://doi.org/10.1002/mar.21191

48.

Rezaei, S., Amin, M., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU)and trust. Nankai Business Review International, 5(3), 258–274. https://doi.org/10.1108/NBRI-01-2014-0005

49.

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189-199. https://doi.org/10.1086/209105

50.

Shang, Q., Pei, G., & Jin, J. (2017). My friends have a word for it: Event-related potentials evidence of how social risk inhibits purchase intention. Neuroscience Letters, 643(3), 70–75. https://doi.org/https://doi.org/10.1016/j.neulet.2017.02.023

51.

Tokay, M., & Argan, M. (2013). The effect of mobile service quality dimensions on customer satisfaction. Procedia - Social and Behavioral Sciences, 99(4), 428–438. https://doi.org/10.1016/j.sbspro.2013.10.511

52.

Verplanken, B., & Sato, A. (2011). The Psychology of Impulse Buying: An Integrative Self-Regulation Approach. Journal of Consumer Policy, 34(2), 197-210. https://doi.org/10.1007/s10603-011-9158-5

53.

Weijters, B., Cabooter, E., & Schillewaert, N. (2010). Intern. J. of Research in Marketing The effect of rating scale format on response styles: The number of response categories and response category labels. International Journal of Research in Marketing, 27(3), 236–247. https://doi.org/10.1016/j.ijresmar.2010.02.004

54.

Yoon C. Cho, E. S. (2015). Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment. International Journal of Management & Information Systems, 19(1), 21-56.

The Journal of Distribution Science