APPLICATION OF PSYCHOLOGICAL MARKETING IN DIGITAL-BASED BUSINESSES TO IMPROVE MILLENIALS AND GEN-Z SHOPPING DRIVE IN INDONESIA

Abstract

Millennials and Gen-Z are the most digitally literate generations, so this is a highlight for online businesses to compete to observe their shopping behaviour and formulate appropriate promotional strategies. Marketing psychology is one of the weapons for online business people in targeting Millennial and Gen-Z consumers. Marketing psychology is divided into five types: (1) priming, (2) reciprocity, (3) social proof, (4) decoy effect, and (5) the principle of scarcity. The implementation of marketing psychology is very interesting to examine regarding the phenomenon of digital shopping which has become a trend since the pandemic. So this study aims to analyse how to implement marketing psychology in online business to increase the shopping desire of Millennials and Gen-Z as a generation that surfs a lot in cyberspace, and what are the challenges. This study uses a qualitative approach by collecting data using interviews with Millennial and Gen-Z marketers and consumers. The results of this study state that digital marketers utilize five types of marketing psychology and the most effective of them is the decoy effect where businesses play prices by bundling, time-limited discounts, and special discounts to influence the psychology of millennial consumers who tend to always not want to miss rare opportunities related to price, and gen-Z who always choose to consider buying a product effectively, and giving a discount is considered effective by gen-Z so that they get good stuff at a price below the normal price. Two different thoughts by these two generations, but have the same behaviours that is buying.

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