Pramis Benetiara Wibawa, Sioban Alderson, Basuki Wibawa
The objective of this research is to formulate of a generalized description of millennial generation of understanding of luxury brands. At first, different viewpoints between ‘aspirational’ luxury and high luxury will be determined followed by the generation’s perception, purchasing urge along with their aspired elements of luxury brands in the digital era. By determining the relevance between millennial generation and use of luxury brands along with this generation’s opinion, primary data is collect from the questionnaire uploaded onto a surveying website, Google Form and on Facebook and Instagram. The author also distributes the questionnaire to colleagues and friends through an instant messaging service (WhatsApp). The main questions are: use of social media by the respondents, presentation of promotional media in social media, purchase of luxury goods and perception of luxury brand. At the last stage, every questionnaire collected is analyzed based on age, perception of the product and analysis of the respondent’s need. The contribution to the topic field lies in discovering, and describing the modern trends in lifestyle and afterward consumption behaviour patterns of millennials. © 2019, Blue Eyes Intelligence Engineering and Sciences Publication. All rights reserved.
Brawijaya University, Malang, Indonesia; Cranfield School of Management, University of Leeds, United Kingdom; Universitas Negeri Jakarta, Jakarta, Indonesia
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