Proceedings of the 2nd International Conference on Social Science, Humanity and Public Health (ICOSHIP 2021)

Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era

A Meta-Analysis Study

Authors
Jaisy Aghniarahim Putritamara1, *, Anie Eka Kusumastuti2, Asri Nurul Huda3, Poespitasari Hazanah Ndaru4
1Department of Livestock Economics, Faculty of Animal Sciences, Universitas Brawijaya, Indonesia
2Department of Socio-economics, Faculty of Animal Sciences, Universitas Brawijaya, Indonesia
3Department of Ruminant Nutrition, Faculty of Animal Science, Universitas Brawijaya, Indonesia
4Department of Feed and Stuff Nutrition, Faculty of Animal Science, Universitas Brawijaya, Indonesia
*Corresponding author. Email: jaisyap@ub.ac.id
Corresponding Author
Jaisy Aghniarahim Putritamara
Available Online 17 February 2022.
DOI
https://doi.org/10.2991/assehr.k.220207.057How to use a DOI?
Keywords
agro-tourism; brand behavior; dairy; millenial
Abstract

The lazy economy era can support agro-educational tourism for dairy to engage millennial consumers through dairy products. Agro tourism has become an alternative to developing a dairy business. The tourism sector has become a market trend in the leisure economy strategy as a stimulator for economic development in rural areas. Brand has become a major concern for millennial consumers, and it can influence consumer psychology regarding purchasing decisions for agricultural products. It was changed when a pandemic caused a mega shift due to the changing purchasing power of society, especially the assessment of brands. Producers have been unable to rebrand because it has been difficult to understand the characteristics of millennial consumers who are disloyal and the changes in purchasing power during the leisure economics era, so this research aims to synthesize brand equity in the millennial era through meta-analysis with 7 studies published from 2015-2020 (era business-defined IT in 2015). This analysis helped researchers build many kinds of information from several pieces of research that were in line with brand behavior. It would be a contribution for producers to review consumer behavior when facing uncertainty. Based on the synthesis results from 7 studies, it is clear that Indonesian millenial consumers have the same perspective on determining purchasing decisions through brand equity. Producers should adapt to adjusting consumer needs based on social experience as the main element in the mega-shifting phase to obtain market segmentation in accordance with new market trends in order to engage millennial consumers during the sudden shift in economics.Producers should make a brand strategy in this challenging time through empathy, authenticity, and credibility approaches to local products of agrotourism as a developing dairy business.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2nd International Conference on Social Science, Humanity and Public Health (ICOSHIP 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 February 2022
ISBN
978-94-6239-539-8
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220207.057How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Jaisy Aghniarahim Putritamara
AU  - Anie Eka Kusumastuti
AU  - Asri Nurul Huda
AU  - Poespitasari Hazanah Ndaru
PY  - 2022
DA  - 2022/02/17
TI  - Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era
BT  - Proceedings of the 2nd International Conference on Social Science, Humanity and Public Health (ICOSHIP 2021)
PB  - Atlantis Press
SP  - 327
EP  - 334
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220207.057
DO  - https://doi.org/10.2991/assehr.k.220207.057
ID  - Putritamara2022
ER  -