Yogi Suherman

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.

This study aims to characterize the online shopping style of the young consumer in Indonesia. The study’s primary data were gathered through a survey of 410 Generation Z and Millennial respondents conducted in Bandung, Indonesia in 2024. The data were subjected to factor analysis. According to the survey, both generations prefer to shop online for food, clothing, technology, and personal care products This study discovered three unique online shopping styles for the young generation: fashionable and smart, premium product orientation, and impulsive. The first style represents the young consumer, who enjoys shopping online while seeking contemporary products that save money. Meanwhile, premium product consumers seek high-quality or branded products online, this young consumer buys online seeking exclusivity. The third type is the youthful consumers who commonly purchase online spontaneously without careful review and planning, and regard internet shopping as entertaining. The finding fills the gap in understanding customer behavior, particularly the online shopping style of young consumers.

Acknowledgment
Work by the authors was funded by a research grant from the Universitas Padjadjaran [University of Padjadjaran], Indonesia.