Postmodern Mindset and Behavior of Indonesia Consumer: Local Brand Preference, Early Adopter, Consumer Credit, and Online Buying based on Social Class

Anna Triwijayati, Melany, Dian Wijayanti

2019

Abstract

Indonesian consumers’ mindset is formed by the development of marketing based on information and communication technology. This article aimed at analyzing the differences in postmodern the mindset of Indonesia Consumer about Local Brand Preference, Early Adopter, Open-mindedness to credit facilities, and Online Buying based on social classes. This research is a descriptive study by 1000 samples of Indonesian consumers from three social classes, which are upper, middle, and lower social classes. Kruskal Wallis, Anova Test, and Discriminant were used for data analysis, and the results showed that there were differences in local brand preferences in the social class of Indonesian consumers, where the lower social class had higher preferences for the local brand. As for in other results, there is no difference between social classes based on Early Adopter characteristics, although the data description showed that the upper class tends to be an early adopter segment. Related to Open-mindedness for credit facilities, the results of the study showed that there is no difference in the social class of Indonesian consumers. The test results on the Online buying and Thinking mindset variables indicate that there are differences in preferences in the Online buying and Thinking mindset of consumption in the social class of Indonesian consumers with groups that showed the highest average differences are the middle class and lower class. The discriminant equation in all three social classes shows that the Thinking mindset variable has the biggest influence on the three social classes. When it was seen the tendency in the three social classes, the variable Open-mindedness to credit facilities is stronger in the lower social class; Online Buying is stronger in the upper and middle classes, and conservative thinking mindset is stronger in the lower classes.

Paper Citation

in Harvard Style

Triwijayati A., Melany. and Wijayanti D. (2019). Postmodern Mindset and Behavior of Indonesia Consumer: Local Brand Preference, Early Adopter, Consumer Credit, and Online Buying based on Social Class.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 127-142. DOI: 10.5220/0009959001270142

in Bibtex Style

@conference{icbeem19,
author={Anna Triwijayati and Melany and Dian Wijayanti},
title={Postmodern Mindset and Behavior of Indonesia Consumer: Local Brand Preference, Early Adopter, Consumer Credit, and Online Buying based on Social Class},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2019},
pages={127-142},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009959001270142},
isbn={978-989-758-471-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - Postmodern Mindset and Behavior of Indonesia Consumer: Local Brand Preference, Early Adopter, Consumer Credit, and Online Buying based on Social Class
SN - 978-989-758-471-8
AU - Triwijayati A.
AU - Melany.
AU - Wijayanti D.
PY - 2019
SP - 127
EP - 142
DO - 10.5220/0009959001270142