Middle Class Millennial Experiences in the Digital Market

Abstract

Technological advances have produced creative economies and enabled a more personal experience. Economic growth, demographic bonuses, mobile penetration, and the rising middle class make Indonesia a potential digital market. Now, Indonesia's position has a strong potential for the integer economy. Regrettably, many digital markets generously offer similar products and it's difficult to distinguish between attributes and benefits; consequently, consumers will tend to look for the cheapest. In this situation, the company can no longer expect loyalty based on satisfied customers because of the benefits of the function of the product. Companies must provide memorable experiences. Impressive experience will be a differentiation factor with competitors and another value for the company. Recognizing behaviour of the millennial middle class in the digital marketplace is a must for practitioners and academics interested in the digital market studies.