Vita Sarasi

Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires measure the importance of the values of each generation, consisting of nine values from the List of Values established by Kahle (1986), namely Sense of belonging, Excitement, Being well respected, Fun and enjoyment, Security, Self-fulfillment, Self-respect, Warm relationships with others, and Sense of accomplishment. This study employed factor analysis to identify sets of values representing their underlying values. This method resulted in three inherent values of Gen X and two of Millenials. Gen X shows the importance of Achievement, Family enjoyment, and Social relationship. Meanwhile, the Millennials are conspicuous by the values of Social recognition and Self-pleasing. Companies that choose Gen X as their target market can use their above-mentioned values to be expressed in their marketing strategies. Meanwhile, those who choose Millennials may use the two inherent values of this generation. This study fills a research gap on the characters of the emerging young generation segments in the country that can be adopted to generate market segment characters in the country.

Acknowledgment
This work was funded by a research grant from the Universitas Padjadjaran, Indonesia.

Electric vehicles (EVs) present a promising pathway to reduce carbon emissions, yet their adoption in developing markets remains constrained by high production costs, infrastructure gaps, and supply chain inefficiencies. This study investigates the Indonesian EV market using a mixed-method approach, combining techno-economic analysis with a system thinking framework. Primary data were collected through interviews and FGDs with eight stakeholders, while secondary data from 2020-2024 supported trend analysis. The study employs a Causal Loop Diagram (CLD) to map systemic interactions among policy, technology, and market forces. The results suggest that a 25% increase in subsidies and a 40% infrastructure expansion could lead to a 60% rise in EV adoption, assuming battery prices remain stable. Policy and marketing strategies, such as targeted incentives and circular economy practices like localized battery recycling, emerge as key leverage points for building a sustainable and resilient EV supply chain. The findings offer actionable insights for developing markets to design integrated policies that align economic incentives with clean mobility goals.