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Middle Class Millennial Experiences in the Digital Market

Middle Class Millennial Experiences in the Digital Market

Syafrizal Helmi Situmorang
Copyright: © 2021 |Pages: 26
ISBN13: 9781799849841|ISBN10: 1799849848|ISBN13 Softcover: 9781799854500|EISBN13: 9781799849858
DOI: 10.4018/978-1-7998-4984-1.ch008
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MLA

Situmorang, Syafrizal Helmi. "Middle Class Millennial Experiences in the Digital Market." Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, edited by Mohammad Nabil Almunawar, et al., IGI Global, 2021, pp. 133-158. https://doi.org/10.4018/978-1-7998-4984-1.ch008

APA

Situmorang, S. H. (2021). Middle Class Millennial Experiences in the Digital Market. In M. Almunawar, M. Anshari, & S. Ariff Lim (Eds.), Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN (pp. 133-158). IGI Global. https://doi.org/10.4018/978-1-7998-4984-1.ch008

Chicago

Situmorang, Syafrizal Helmi. "Middle Class Millennial Experiences in the Digital Market." In Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, edited by Mohammad Nabil Almunawar, Muhammad Anshari, and Syamimi Ariff Lim, 133-158. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4984-1.ch008

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Abstract

Technological advances have produced creative economies and enabled a more personal experience. Economic growth, demographic bonuses, mobile penetration, and the rising middle class make Indonesia a potential digital market. Now, Indonesia's position has a strong potential for the integer economy. Regrettably, many digital markets generously offer similar products and it's difficult to distinguish between attributes and benefits; consequently, consumers will tend to look for the cheapest. In this situation, the company can no longer expect loyalty based on satisfied customers because of the benefits of the function of the product. Companies must provide memorable experiences. Impressive experience will be a differentiation factor with competitors and another value for the company. Recognizing behaviour of the millennial middle class in the digital marketplace is a must for practitioners and academics interested in the digital market studies.

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