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

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 behaviour. It would be a contribution for producers to review consumer behaviour 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 o n 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 ma ke a brand strategy in this challenging time through empathy, authenticity, and credibility approaches to local products of agrotourism as a developing dairy business..

The power of e-recruitment and employer branding on Indonesian millennials’ intention to apply for a job

“…Employer branding contains a variety of personalized information and can build job seekers' trust so that a relationship is created that can encourage their intention to apply. Personalized promotion is reflected when the company tries to adapt these three things to millennials' personality, lifestyle, and social values (Putritamara et al, 2022). This form of personalization can build subjective perceptions of millennials and determine whether they are suited to the organization.…”

“…The more suitable the characteristics of the company are to themselves, the higher the intention to apply to that company, especially when companies are more inclined to an emotional approach. When companies use the emotional approach to promote their brands, millennials tend to empathize and try to adapt to the characteristics and values required by the company (Putritamara et al, 2022).…”

“…Employer branding builds trust for millennial job seekers who do not yet have a clear picture of the e-grocery company they are applying for. Like a customer in the labor market, these millennial job seekers will be more interested in companies that can provide a complete picture so that they can adjust what the company needs with their values, experience, and characteristics (Putritamara et al, 2022). According to the Theory of Planned Behavior (Ajzen, 1985), when the evaluation and attitude toward a company are positive and in accordance with the conditions of the job seeker, their intention to apply will be even greater.…”

Strengthening students’ ability to create content in tourism brand communication

“…In case of Indonesia, building e-commerce business that can compete and survive and be profitable can be done using social media marketing to strengthening of the brand image (Rimadias, et al, 2021). The strategy to start building a digital business and the right, accurate and efficient marketing process significantly help make branding destination and another tourism product and producers should make a brand strategy in this challenging time through empathy, authenticity, and credibility approaches to local products (Putritamara, et al, 2022).…”