Global Trend Phenomenon of Luxurious Brand Craving for Millennial Generation
Pramis Benetiara Wibawa1, Sioban Alderson2, Basuki Wibawa3
1Pramis Benetiara Wibawa, Department of Management Science, Brawijaya University, Malang, Inodonesia.
2Sioban Alderson, Cranfield School of Management and University of Leeds, Great Britain.
3Basuki Wibawa, Department of Educational Technology, Universitas Negeri Jakarta, Jakarta, Indonesia.
Manuscript received on 28 March 2019 | Revised Manuscript received on 07 April 2019 | Manuscript Published on 11 April 2019 | PP: 169-173 | Volume-8 Issue-4C, April 2019 | Retrieval Number: D24390484C19/19©BEIESP
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Abstract: The objective of this research is to formulate of a generalized description of millennial generation of understanding of luxury brands. At first, different viewpoints between ‘aspirational’ luxury and high luxury will be determined followed by the generation’s perception, purchasing urge along with their aspired elements of luxury brands in the digital era. By determining the relevance between millennial generation and use of luxury brands along with this generation’s opinion, primary data is collect from the questionnaire uploaded onto a surveying website, Google Form and on Facebook and Instagram. The author also distributes the questionnaire to colleagues and friends through an instant messaging service (WhatsApp). The main questions are: use of social media by the respondents, presentation of promotional media in social media, purchase of luxury goods and perception of luxury brand. At the last stage, every questionnaire collected is analyzed based on age, perception of the product and analysis of the respondent’s need. The contribution to the topic field lies in discovering, and describing the modern trends in lifestyle and afterward consumption behaviour patterns of millennials.
Keywords: Luxury Brands, Millennial, Consumption Behaviour.
Scope of the Article: Next Generation Internet & Web Architectures