ABSTRACT

The study of millennial consumers has become a trending subject in marketing practice in order to further understand their consumption behavior. It is believed that millennials differ from one generational group to another. This study aims to analyze the behavior of millennials in Indonesia and identify the factors that they are concerned with in buying a car (i.e., Brand T or Brand H). This study refers to their perception toward the roles of the 7Ps marketing mix (i.e., product, price, place, promotion, people, process, and physical evidence), personality, and lifestyle in car buying decisions. For that purpose, qualitative and quantitative research methods were applied with in-depth interviews of eight respondents and surveys of 300 respondents based on snowball sampling via off- and online questionnaires. Brand T millennials see their personality comes first when deciding to buy a car, as they seek a car brand that has a similar personality to them, while Brand H millennials see the basic marketing mix as their first consideration, that is,, covered by product, process, physical evidence, and people.