Keywords
Preferences
Marketplace
buying
How to Cite
Abstract
Millennials, as the largest demographic group in the digital era, show unique preferences in marketplace purchasing behavior. This research aims to identify the factors that influence millennial purchasing decisions on the marketplace platform. The research method uses a quantitative approach with a survey involving 300 millennial respondents actively shopping online. The results of the analysis show that the factors of ease of access, competitive pricing, customer reviews, and discount promotions play a major role in influencing their preferences. In addition, aspects of user experience, such as intuitive application interface and transaction security, are also important priorities. Millennials tend to be more loyal to marketplaces that offer loyalty programs, such as cashback or reward points, which add value to their purchases. These findings indicate that marketplaces need to focus on developing innovative features that align with the needs of this generation, as well as improving personalization-based marketing strategies to strengthen customer engagement. This research provides insights for e-commerce businesses in designing effective marketing strategies that are oriented towards the needs of the millennial generation, which is the backbone of digital economic growth in Indonesia. Furthermore, this study recommends an in-depth exploration of consumer preferences.
References
Anasrulloh, M., & Hastuti, M. A. S. W. (2023). KEWIRAUSAHAAN (M. D. Rahmayantis & C. I. R. Putra (eds.); 1st ed.). Penerbit Universitas Nusantara PGRI Kediri.
Andani, M., Istiasih, H., & Damayanti, S. (2024). PREFERENSI KONSUMEN MUDA PADA MARKETPLACE SHOPEE. Simposium Manajemen Dan Bisnis III, 3, 370–379.
Anugraheni, D. T., & Kusdiartini, V. (2018). Pereferensi Konsumen terhadap Media Sosial dalam Mencari dan Membeli Produk secara Online. Jurnal Ekonomi Dan Bisnis, 21(02), 8–17.
Barkah, & Febriasari, P. (2022). Millennials’ Intention To Buy Fashion Products At Shopee During the Pandemic of Covid-19. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(3), 311–324. https://doi.org/10.26418/jebik.v11i3.51142
Dang, H. L., BAO, N. Van, & Cho, Y. (2023). Consumer Behavior towards E-Commerce in the Post-COVID-19 Pandemic: Implications for Relationship Marketing and Environment. Asian Journal of Business Environment, 13(1), 9–19. https://doi.org/10.13106/ajbe.2023.vol13.no1.9
Ikhsanu, A. P. K., Manafe, L. A., & Masyhuri, M. A. (2023). Preferensi Konsumen dalam Membeli Produk Frozen Food. Jurnal Akuntansi Bisnis Dan Ekonomi, 9(1), 3435–3444. https://doi.org/10.33197/jabe.vol9.iss2.2023.1122
Kotler, Philip & Keller, L. K. (2016). Manajemen Pemasaran (15th ed.). Pearson Education, Inc.
Manafe, L. A., & Anigomang, F. R. (2021). Preferensi Konsumen dalam Membeli Produk Kerupuk pada Cv. Panda Unyil Kerupuk Sidoarjo. Jurnal Sinar Manajemen, 8(2), 81–89. https://doi.org/10.56338/jsm.v8i2.1642
Marselina, S., Sulistiono, & Saragi, C. P. (2022). Pengaruh Persepsi Dan Preferensi Konsumen Terhadap Keputusan Pembelian Pada Rancamaya Golf And Country Club. Jurnal Ilmiah Pariwisata Kesatuan, 3(2), 77–86. https://doi.org/10.37641/jipkes.v3i2.1370
Musa, A., Erida, & Nifita, A. T. (2019). Preferensi konsumen dalam berbelanja pada online shop. Jurnal Dinamika Manajemen, 7(1), 153–162. https://online-journal.unja.ac.id/jmbp/article/view/16943
Pahlevi, M. S. R., Herlina, L., & Nurlina, L. (2024). Analisis Preferensi dan Sikap Konsumen dalam Membeli Daging Ayam Lokal di Pasar Tradisional Kota Bandung. 10, 2560–2571.
Putri, N. E., & Iskandar, D. (2014). ANALISIS PREFERENSI KONSUMEN DALAM PENGGUNAAN SOCIAL MESSENGER DI KOTA BANDUNG TAHUN 2014 (Studi Kasus : LINE, KAKAOTALK, WECHAT, WHATSAPP). Jurnal Manajemen Indonesia, 14(2), 110. https://doi.org/10.25124/jmi.v14i2.356
Ronauli, L. N., & Indriani, F. (2020). Analisis Faktor-Faktor yang Mempengaruhi Preferensi Konsumen Terhadap Keputusan Pembelian Obat Generik (Studi Pada Konsumen di Apotek Kimia Farma Pandanaran Kota Semarang). Jurnal Sains Pemasaran Indonesia, 19(3), 159–174. https://doi.org/10.14710/jspi.v19i3.172-187
Syam, S. A., Haeruddin, M. I. W., Ruma, Z., Musa, M. I., & Hasbiah, S. (2022). Pengaruh Preferensi Konsumen terhadap Keputusan Pembelian Produk pada Marketplace. Value Added: Majalah Ekonomi Dan Bisnis, 18(2), 73–79.
Toruan, J. winando L., Noer, Z., & Ilvira, R. F. (2023). Preferensi Konsumen Dalam Keputusan Pembelian Produk Olahan Buah di Food Delivery E-Commerce Kota Medan. Prosiding Seminar Nasional Pembangunan Dan Pendidikan Vokasi Pertanian, 42–51. https://doi.org/10.47687/snppvp.v4i1.629
Wahyudi, N. A. (2019). Analisis Faktor Faktor Preferensi Konsumen Dalam Keputusan Pembelian Booth Boca. Performa, 4(5), 746–755. https://doi.org/10.37715/jp.v4i5.1694
Widyastuti, H., & Prastitya, T. A. (2020). Preferensi Konsumen Pengguna E-Commerce yang Memengaruhi Kesadaran akan Perlindungan Konsumen pada Generasi X. Jurnal Sistem Informasi Bisnis, 10(1), 10–19. https://doi.org/10.21456/vol10iss1pp10-19
Wijayanti, N., Salma, N. A., Malinda, F., Siregar, J. A., & Abdullah, M. (2024). Analisis Preferensi Mengenai Minat Beli Pelanggan E-Commerce. KREATIF, 12(1), 29–42. https://doi.org/10.32493/jk.v12i1.y2024.p29-42
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2024 Asosiasi Pengelola Publikasi Ilmiah Perguruan Tinggi PGRI