The Pattern of Online Purchase Behavior by Millennial Family
Fitria Ayuningtyas, Witanti Prihatiningsih

Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jakarta

Abstract

The issue of millennial generation is being widely discussed around the world due to their unique characteristics compared to the previous generations. Characters of this generation of 3C: creative, confident, and connected. Buying a products, especially apparel, not only meets the needs, but it is also the pleasure of the millennial family. The unique characters of the millennial familys behavior that differs from the family in previous generations, make marketers needs to focus on the overall process of purchasing decisions made by the millennial family. The purpose of this qualitative research is to explore the patterns of behavior of the millennial family when Shopping especially apparel products, including the factors that influence their product’s awareness, search the information before buy the products, evaluation of alternatives, purchase behavior, and behavior post-purchase. The method of this research used exploratory approach. Data collection done by depth interviews to five millennial families (the urban middle-class millennial) in Jakarta. The preliminary result of this research indicated that millennial family is more creative and “smarter” than family in previous generation. They seek well information before buying the products.

Keywords: Millennial, Family, Purchase, Behavior, Online

Topic: Netizens, Networking and Shared Responsibilities