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[White Paper] Indonesia 2020: The Urban Middle-Class Millennials

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After last year we published a white paper entitled "The Portrait of Urban Moslem: Gairah Religiusitas Masyarakat Kota", Alvara Research Center now published latest white paper, titled "Indonesia 2020: The Urban Middle-Class Millennials".
2020 for Indonesia is very important, because many studies form world economic institutions indicate that in 2020 will be a milestone in the progress of Indonesia. World Economic Forum in 2015 predicted that Indonesia would rank eighth world economy in 2020, and with Internet users reached 140 million, Indonesia will become the largest digital market in Southeast Asia in 2020.
Alvara Research Center believes that there are three entities that determine the face of Indonesia in 2020, namely the urban population, middle-class people, and millennial society. The existence of three entities greatly affect the face of Indonesia in 2020 and implicated in all aspects of life, especially in business and marketing, social and cultural, employment and self-employment, and religious life.

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[White Paper] Indonesia 2020: The Urban Middle-Class Millennials

  1. 1. INDONESIA 2020: The Urban Middle-Class Millennials Hasanuddin Ali Lilik Purwandi Research Team: Harry Nugroho • Anastasia W.Ekoputri • Taufiqul Halim March 2016 alvara ALVARA Beyond Insight alvara alvara alvara alvara alvara
  2. 2. Inspired by the first alphabet of Greek and also one of the sacred symbols in research, ALVARA is always striving to be THE MOST ADVANCE in producing research with MEASURED and TESTED validity. ALVARA also has a meaning of fairy elf, and thus ALVARA will always give INSPIRING INSIGHTS to your company and institution as the guidance in decision making. ALVARA is supported by professional individuals who have MORE THAN 10 YEARS EXPERIENCE in research industry, both SOCIAL, MARKETING, AND MEDIA in various companies and institutions. The ALVARA research approach is based on advanced research methodology andproven statistic method. Research methodology is derived from conventional ones (FGD, IDI, Survey) till the most advanced (Ethnography, Phone and online Survey). Our researchers has many experiences in handling various research in any industries and institutions. PT ALVARA STRATEGI INDONESIA Jl. Tebet Raya No. 27A. Tebet – Jakarta Selatan Phone + 62 21 83786455 www.alvara-strategic.com email: research@alvara-strategic.com About AlvaraResearch Center
  3. 3. Table of Contents INDONESIA 2020: The Urban Middle-Class Millennials............................................................................................................................1 Penduduk Urban..............................................................................................................................................................................................................2 Urban Population............................................................................................................................................................................................................2 Penduduk Kelas Menengah......................................................................................................................................................................................5 Middle-Class Population.............................................................................................................................................................................................5 Penduduk Muda...............................................................................................................................................................................................................9 Youth Population.............................................................................................................................................................................................................9 Wajah Indonesia 2020...............................................................................................................................................................................................12 The Faces of Indonesia 2020.................................................................................................................................................................................12 IMPLIKASI...........................................................................................................................................................................................................................15 IMPLICATIONS.................................................................................................................................................................................................................15 Marketing dan Bisnis..................................................................................................................................................................................................15 Marketing and Business...........................................................................................................................................................................................15 Kehidupan Sosial dan Budaya..............................................................................................................................................................................17 Social Life and Culture...............................................................................................................................................................................................17 Pekerjaan dan Enterpreneurship........................................................................................................................................................................20 Employment and Entrepreneurship.................................................................................................................................................................20 Kehidupan Keagamaan............................................................................................................................................................................................21 Religious Life....................................................................................................................................................................................................................21 Penutup..............................................................................................................................................................................................................................23 Closing................................................................................................................................................................................................................................23 EPILOG.................................................................................................................................................................................................................................24 GEN-Z: Anak Kandung Internet...........................................................................................................................................................................24 GEN-Z: A child of Internet.......................................................................................................................................................................................24 Reference...........................................................................................................................................................................................................................27 Authors...............................................................................................................................................................................................................................28 Alvara Signature Products.......................................................................................................................................................................................29
  4. 4. The Urban Middle-Class Millennials | 1 Memprediksi dan membaca arah Indonesia masa depan sangatlah menarik. Berbagai data dan analisa menunjukkan bahwa momentum Indonesia dalam jangka panjang sangat ditentukan pada kondisi tahun 2020. Bukan saja karena pemilu presiden akan dilakukan tahun 2019, tapi estimasi data yang dilakukan dari berbagai sumber menunjukkan tahun 2020 akan menjadi tonggak berbagai perubahan signifikan yang ada di Indonesia. Secara Ekonomi, IMF memprediksikan Indonesia di tahun 2020 akan menempati peringkat 12 ekonomi di dunia. Standard Chartered Bank juga memprediksi bahwa Indonesia akan menjadi kekuatan baru ekonomi dunia pada tahun 2020, sementara itu Goldman Sachs memprediksi Indonesia akan menjadi kekuatan ekonomi nomor tujuh bersama dengan China, Amerika Serikat, India, Brazil, Meksiko dan Rusia. Indonesia juga akan mencapai pengguna internet 140 juta, Indonesia akan menjadi pasar digital terbesar di Asia Tenggara tahun 2020. Tahun 2015 pengguna internet di Indonesia mencapai 93.4 juta pengguna (47.9 % dari populasi ) yang akan terus bertambah hingga tahun 2019 diprediksi akan mencapai 133.5 juta pengguna dan tahun 2020 mencapai 140 juta pengguna. Ini adalah pertumbuhan yang fantastis. INDONESIA 2020: The Urban Middle-Class Millennials Predicting and reading the purpose of Indonesia’s future is very interesting. Various data and analysis show that the momentum of Indonesia in the long term is determined by the conditions in 2020. It is not only because the presidential election will be conducted in 2019, but also because the data estimation got from various sources indicate that 2020 will be a milestone of significant changes happened in Indonesia. Economically, the World Economic Forum 2015 predicted that Indonesia in 2020 would be in the eighth rank of world economy. Standard Chartered Bank also predicts that Indonesia will become a new force of the world economy in 2020, while Goldman Sachs predicts that Indonesia will be the seventh economic power along with China, US, India, Brazil, Mexico and Russia. Indonesia will reach 140 million internet users; Indonesia will become the largest digital market in Southeast Asia in 2020. In 2015 internet users in Indonesia reached 93.4 million users (47.9% of the population) and will continue to grow until 2019 which is predicted to reach 133.5 million users and in 2020 will reach 140 million users. This is a fantastic growth.
  5. 5. 2 | INDONESIA 2020 Alvara Research Center mencoba memprediksi wajah Indonesia 2020. Wajah Indonesia 2020 setidaknya bisa kita lihat dari berbagai fenomena- fenomena yang bibitnya sudah terjadi saat ini. Paling tidak ada tiga fenomena yang bisa menjelaskan wajah Indonesia di tahun 2020 yaitu pergeseran komposisi Urban Rural, penduduk kelas menengah dan komposisi penduduk muda. Penduduk Urban Bangsa Indonesia sejak dulu dikenal dengan bangsa agraris dengan mayoritas penduduknya tinggal di desa dan penduduk berprofesi dibidang pertanian. Data BPS menunjukkan penduduk Indonesia mulai bergeser dari masyarakat pedesaan (rural) ke masyarakat perkotaan (urban). Menurut Sensus Penduduk (SP) yang dilakukan BPS tahun 2010 menunjukkan komposisi penduduk Indonesia yang tinggal di kota sudah mencapai 49.8 %, dan di prediksi akan makin banyak lagi di tahun-tahun Numberofusersinmillions ©Statista 2016 83,7 93,4 102,8 112,6 123 133,5 2014 2015 2016* 2017* 2018* 2019* 150 125 100 75 50 25 0 Pic 1. Indonesia Internet Users Source: Statita, 2016 Alvara Research Center tries to predict the face of Indonesia in 2020. The face of Indonesia in 2020 at least we can see from the various phenomena which the seed is already happening today. At least there are three phenomena that can explain the face of Indonesia in 2020, namely the displacement Urban-Rural Composition, middle-class population, and the composition of young population. Urban population Indonesia has long been known as agrarian nation with the majority of the population lives in villages and the people work in agriculture. BPS data showed that Indonesian population is shifting from rural population to urban population. According to the Population Census (PC) conducted by BPS in 2010 showed the composition of Indonesian population living in cities has reached 49.8%, and predicted that it will be more and more in the years to come. By 2020 the urban population is projected
  6. 6. The Urban Middle-Class Millennials | 3 mendatang. Ditahun 2020 diproyeksikan jumlah penduduk perkotaan mencapai 56.7 % dan ditahun 2035 akan mencapai 66.6 %. Dibanding dengan negara besar di Kawasan Asis Tenggara seperti Thailand, Malaysia, Vietnam dan Pilipina, komposisi tersebut hanya kalah dari Negara Malaysia dengan komposisi penduduk perkotaan pada tahun 2014 sudah mencapai 74 %. Selain penduduk Propinsi DKI Jakarta yang 100 % merupakan penduduk perkotaan, penduduk Propinsi Jawa Barat juga akan segera menyusul. Berdasarkan Sensus Penduduk (SP) 2010, proporsi penduduk perkotaan di Jawa Barat sudah mencapai 65.7 % jauh lebih tinggi dari Propinsi Jawa Tengah dan Jawa Timur dan bahkan nasional (49.8%). Ditahun 2020 diproyeksikan jumlah tersebut naik menjadi 78.7 % dan ditahun 2035 menjadi 89.3 %. Penduduk pulau Jawa memiliki jumlah persentase penduduk perkotaan paling besar jika dibanding dengan pulau lain. Setidaknya ada 3 sebab mengapa laju pertumbuhan penduduk perkotaan di Indonesia cukup cepat, yaitu pertumbuhan penduduk perkotaan, urbanisasi, dan reklasifikasi desa perdesaan menjadi desa perkotaan. Urbanisasi dan reklasifikasi desa perdesaan menjadi desa perkotaan diduga merupakan penyebab utama tingginya laju penduduk perdesaan menjadi penduduk perkotaan. Banyaknya masyarakat yang mengenyam pendidikan tinggi juga menjadi sebab utama urbanisasi, karena mereka enggan untuk balik ke tempat asal. Keengganan tersebut disebabkan karena minimnya kesempatan kerja ataupun adanya kesempatan kerja namun tidak sesuai dengan harapan dan keahlian yang mereka miliki. Mesin-mesin pertumbuhan ekonomi mulai bergeser ke area rural sehingga mesin ekonomi tersebut segera merubah wajah pedesaan menjadi perkotaan yang lebih modern. to reach 56.7% and in 2035 will reach 66.6%. Compared to major countries in South East Asia such as Thailand, Malaysia, Vietnam and Philippine, the composition is only defeated by Malaysia with the composition of urban population in 2014 had reached 74%. In addition to the population of Jakarta Province which is 100% urban population, the population of West Java Province will also follow at once. Based on the Population Census (PC) in 2010, the proportion of urban population in West Java had reached 65.7%, higher than the Province of Central Java and East Java and even national level (49.8%). By 2020 that number is projected to increase up to 78.7% and 89.3% in 2035. Population of the Java Island have the greatest percentage of urban population compared to the other islands. There are at least three reasons for the rate of urban population growth in Indonesia, namely the urban population growth, the urbanization, and the reclassification of rural villages into urban villages. Urbanization and reclassification of rural villages into urban villages is considered to be the main cause of the high rate of rural population into urban population. The large amount of people who have higher education are also a major cause of urbanization, as they are reluctant to return to their place of origin. The reluctance is due to the lack of job opportunities or even though there are job opportunities but not in line with expectations and the expertise they have. Engines of economic growth began to shift to rural areas so that the economic engine immediately changes the face of rural to more modern urban.
  7. 7. 4 | INDONESIA 2020 Pic 2. Percentage of Urban Population (Indonesia, West Java, Central Java and East Java) Source: BPS Perubahan komposisi penduduk desa-kota bukan sekedar perubahan geografis saja, tapi lebih juga merupakan perubahan budaya, nilai-nilai sosial, perilaku, dan pola pikir. Masyarakat kota merupakan masyarakat terbuka dan multikultur. Pada white paper kami sebelumnya yang berjudul“Potret Muslim Kota : Gairah Religiusitas Muslim Urban”, kami telah menyampaikan ada 5 ciri yang membedakan masyarakat pedesaan dan masyarakat perkotaan. 2010 2015 West Java 49,8 53,3 56,7 60,0 63,4 66,6 Central Java East Java Indonesia 2020 2025 2030 2035 65,7 45,7 47,6 72,9 48,4 51,1 78,7 51,3 54,7 83,1 54,3 58,6 86,6 57,5 62,6 89,3 60,8 66,7 RURAL/DESA AGRARIS/ AGRARIAN MAYORITAS PENDIDIKAN AGAMA/ MAJORITY OF RELIGIOUS EDUCATION MONOKULTUR/ MONOCULTURE MASYARAKAT TERTUTUP/ CLOSED SOCIETY INFORMASI TERBATAS/ LIMITED INFORMATION INDUSTRI / INDUSTRY PENDIDIKAN UMUM/ GENERAL EDUCATION MULTIKULTUR/ MULTICULTURE MASYARAKAT TERBUKA/ OPEN SOCIETY INFORMASI TIDAK TERBATAS/ UNLIMITED INFORMATION URBAN/KOTA The changes in the composition of the village- town are not only geographical changes, but also changes in culture, social values, behaviors, and thinking patterns. The urban community is an open and multicultural society. In our previous paper titled“Portrait of the City Moslem: the Religiousity Passion of Urban Moslem”, we had stated there are five features that distinguish rural communities and urban communities.
  8. 8. The Urban Middle-Class Millennials | 5 Konsekuensi dari bergesernya masyarakat pedesaan menjadi masyarakat perkotaan yaitu nilai-nilai tradisional pelan tapi pasti akan semakin terpinggirkan oleh budaya urban. Masyarakat yang dulunya bersifat komunal menjadi masyarakat yang individualis, masyarakat yang dulunya sederhana menjadi masyarakat konsumtif, masyarakat yang dulunya berpola pikir konservatif menjadi masyarakat yang lebih terbuka dan modern. Penduduk Kelas Menengah Fenomena kelas menengah saat ini juga menjadi bahan kajian dari berbagai pihak. Sejak tiga tahun terakhir wacana kelas menengah Indonesia menghiasi berbagai kajian dan tajuk berita. Kelas menengah menjadi salah satu lokomotif penggerak ekonomi di Indonesia, karena kekuatan daya belinya. Menurut Asian Development Bank (ADB) kelas menengah sendiri adalah kelompok penduduk yang memiliki pengeluaran $2 hingga $20 per kapita per hari. Kelas menengah sendiri berdasarkan rentang pengeluaran mereka dibedakan menjadi 3 kategori yaitu lower middleclass (dengan rentang pengeluaran per kapita per hari $2 hingga $4), kemudian middle- midleclass (dengan pengeluaran per kapita per hari $4 hingga $10) dan upper middleclass (dengan pengeluaran perkapita per hari $10 hingga $20). Secara jumlah kelas menengah Indonesia memang fantastis, BCG dalam laporannya menyebutkan tahun 2012 jumlah MAC (Middle-Class and Affluent Consumers) di Indonesia berjumlah 74 juta jiwa, McKinsey yang lebih konservatif menyebutkan kelas menengah Indonesia tahun 2012 sebanyak 45 juta jiwa. Beberapa lembaga domestik bahkan menyebutkan jumlah lebih fantastis, menurut mereka paling tidak 141 juta penduduk Indonesia adalah kelas menengah di tahun 2020. The consequences of the shifting of the rural society to an urban society is that traditional values slowly but surely will be marginalized by urban culture. The society once communal will become individualist society, people who used to be unpretentious become consumerist society, people who used to be conservative-minded become more open and modern society. Middle Class Population The phenomena of the middle class today also become the studies material of various parties. Since the last three years the Indonesian middle class discourse decorates various studies and news headlines. The middle class becomes one of the economic chain drive locomotive in Indonesia, because of the strength of its purchasing power. According to the Asian Development Bank (ADB), the middle class is a group of people who have spending $ 2 to $ 20 per capita per day. The middle class itself based on the range of their expenses can be divided into three categories, namely lower middleclass (with range of expenditure per capita per day $ 2 to $ 4), and middle-midleclass (with expenditure per capita per day $ 4 to $ 10) and upper middleclass (with expenditure per capita per day $ 10 to $ 20). The number of the Indonesian middle class is fantastic, BCG in the report mentioned that in 2012 the number of MAC (Middle-Class and Affluent Consumers) in Indonesia was 74 million people, the more conservative McKinsey stated that Indonesia’s middle class in 2012 was 45 million people. Some domestic institutions even mentioned the more fantastic amount; according to them at least 141 million people in Indonesia are the middle class in 2020.
  9. 9. 6 | INDONESIA 2020 BCG membagi kelas menengah menjadi 4 kategori yaitu middle, upper middle, affluent dan elite. Pergeseran middleclass dari tahun 2012 ke tahun 2020 lebih banyak pada kategori middle dan upper middle yang semula untuk middle berjumlah 41.6 juta menjadi 68.2 juta dan upper middle dari 23.2 juta menjadi 49.3 juta. Jika prediksi tersebut menjadi kenyataan maka jumlah kelas menengah Indonesia di tahun 2020 adalah 52 %. Jika dilihat dari sisi jumlah, berdasarkan estimasi ADB dengan mengacu pada kriteria bahwa kelas menengah adalah mereka yang memiliki pengeluaran per kapita per hari antara $2 hingga $20, maka pada tahun 2020 hingga 2030 populasi kelas menengah Indonesia hanya kalah dari India dan China. Di Asia Tenggara populasi kelas menengah Indonesia adalah yang terbesar sejak tahun 2010, kemudian disusul negara Filipina, Vietnam, Thailand dan Malaysia. Ini adalah prestasi menggembirakan yang akan menjadi tonggak perkembangan dan kemajuan ekonomi Indonesia di masa depan. Indonesian population 2012 (millions) Indonesian population 2020 (millions) Monthly household expenditure (IDR millions) MAC population includes middle, upper-middle, affluent, and elite consumers 74 million MACs in 2012 141 million MACs in 2020 Elite Affluent Upper middle Middle Emerging middle Aspirant Poor 7,5 and more 5,0-less than 7,5 3,0-less than 5,0 2,0-less than 3,0 1,5-less than 2,0 1,0-less than 1,5 less than 1,0 2,5 6,6 23,2 41,6 44,4 65,4 64,5 6,9 16,5 49,3 68,2 50,5 47,9 28,3 Pic 3. MAC (Middle-Class and Affluent Consumers) in Indonesia Source: BCG Analysis BCG divides middle class into four categories, namely middle, upper middle, affluent and elite. The displacement of middle class from 2012 to 2020 happens more on middle and upper middle categories which were originally the middle 41.6 million became 68.2 million and the upper middle from 23.2 million to 49.3 million. If the predictions come true, the number of Indonesian middle class in 2020 will be 52%. If it is seen from the amount perspective, based on the ADB estimation with reference of the criteria that middle class are those who have expenses $2 to $20 as expenditure per capita per day, then in 2020 to 2030 the population of the Indonesian middle class will only be defeated by India and China. In South East Asia, Indonesian middle class population is the biggest since 2010, followed Philippine, Vietnam, Thailand and Malaysia. It is an encouraging achievement that would be milestone of Indonesia’s economic development and progress in the future.
  10. 10. The Urban Middle-Class Millennials | 7 0 200 2010 2010 - 2020 2020 - 2030 400 600 800 1.000 1.200 0 10 20 30 40 50 60 2010 - 2020 2020 - 2030 >2S standard, population, million >2S standard, % change India China, People’s Republic of Indonesia Pakistan Bangladesh Philipines Viet Nam Thailand Malaysia Nepal Uzbekistan Cambodia Sri Lanka Kazakhstan Lao PDR Azerbaijan Papua New Guinea Tajikistan Georgia Mongolia Armenia Timor Leste Cambodia India Viet Nam Georgia Lao PDR China, People’s Republic of Bangladesh Uzbekistan Indonesia Tajikistan Sri Lanka Pakistan Kazakhstan Timor Leste Mongolia Nepal Philippines Papua New Guinea Azerbaijan Thailand Malaysia Armenia Kelas menengah Indonesia lebih banyak di perkotaan, hal ini cukup wajar karena Kota adalah pusat Industri dan pergerakan ekonomi. ADB (2010) melaporkan bahwa pada tahun 2009 mayoritas kelas menengah Indonesia ada di perkotaan dan jumlahnya bertambah signifikan dari tahun 1999 (lihat gambar 5). Dan tentunya jumlahnya akan bertambah lagi karena terus bergesernya penduduk Indonesia dari penduduk pedesaan ke penduduk perkotaan. Kenapa kelas menengah penting? dalam sejarah diberbagai negara kelas menengah selalu menjadi motor perubahan terutama terkait dengan aspek ekonomi dan perubahan sosial. Mereka merupakan mesin pertumbuhan (engine of growth) karena sudah memiliki daya beli yang cukup sehingga mampu menjadi penggerak ekonomi dari sektor konsumsi, mereka juga memiliki gaya hidup Pic 4. Middle-Class Population in Asia Source: ADB 2010 Indonesian middle class mostly live in urban areas, it is quite reasonable because city is a center of industry and economic movements. ADB (2010) reported that in 2009 the majority of the Indonesian middle class lived in urban areas and the number increased significantly since 1999 (see Pic 5). And surely, the number will increase further due to continued movement of Indonesian population from rural to urban population. Why is middle-class important? Historically, the middle class in many countries have always been the motor changes primarily those associated with economic and social changes. They are the growth engine (engine of growth) because they have already had enough purchasing power so that capable of being the economic chain drive of the consumption site; they also have an upper level of ordinary
  11. 11. 8 | INDONESIA 2020 diatas kebanyakan orang. Kelas menengah adalah masyarakat yang memiliki sumber daya, secara kasat mata hal ini dapat dilihat dari kepemilikan barang-barang yang mereka miliki seperti kepemilikan barang elektronik (smartphone, laptop, tablet, TV, dll), kepemilihakan produk keuangan (kartu kredit, produk tabungan dan investasi) serta jumlah kepemilihan kendaran bermotor dan mobil. Kelas menengah juga memiliki ciri kaum terdidik, mereka memiliki cukup bekal keilmuan sehingga artikulasi pemikiran mereka cukup baik. Mereka kritis dan tidak segan-segan mengutarakan opini pribadi mereka terkait isu-isu sosial disekitar kehidupan mereka. Di dunia modern saat ini peran kelas menengah sebagai trigger perubahan secara ekonomi dan sosial makin terlihat seiring dengan perkembangan coverage internet yang makin luas dan makin cepat, serta adanya sosial media yang membuat kelas menengah makin terkoneksi. Rural 140 120 Rural 2009 100 80 60 40 20 0,1 0,3 0,2 2,0 4,0 18,3 25,5 43,3 89,1 47,1 0 20 40 60 Affluent (>=$20) Upper Middle ($10-$20) Mid-Middle ($4-$10) Lower Middle ($2-$4) Poor (<=$2) Urban Rural 1999 Urban 2009 Urban 1999 Pic 5. Distribution Structure of Indonesian Middle Class 1999-2009 Source: ADB 2010 people lifestyle. The middle class are the people who have the resources, visibly it can be seen from the ownership of the goods such as the ownership of electronic goods (smartphone, laptop, tablet, TV, etc.), the ownership of financial products (credit cards, savings and investment products) as well as the number of motor vehicles and car ownership. The middle class also have the characteristics of the educated people; they have enough stock of knowledge so that their articulations of thought are pretty good. They are critical and withot hesitation expressing their personal opinion related to social issues around their life. In this modern world, the role of the middle class as changes trigger economically and socially will be more visible along with the development of wider and faster internet coverage, as well as the existence of social media that make the middle class are more and more connected.
  12. 12. The Urban Middle-Class Millennials | 9 Penduduk Muda Lebih dari 33% penduduk Indonesia tahun 2015 adalah penduduk muda yang berusia 15 – 34 tahun, bahkan untuk daerah perkotaaan seperti DKI Jakarta penduduk mudanya bisa mencapai lebih dari 40%. Mereka inilah yang kemudian dikenal sebagai generasi millennial. Siapa Generasi Millenial ?. Setelah perang dunia ke 2, kelompok demografis (cohort) dibedakan menjadi 4 generasi yaitu generasi baby boomer, generasi X (Gen-Xer), generasi millennials dan generasi Z. Generasi baby boomer adalah generasi yang lahir setelah perang dunia kedua (saat ini berusia 51 hingga 70 tahun). Disebut generasi baby boomer karena di era tersebut kelahiran bayi sangat tinggi. Generasi X adalah generasi yang lahir pada tahun 1965 hingga 1980 (saat ini berusia 35 hingga 50 tahun). Generasi millennials adalah generasi yang lahir antara tahun 1981-2000, atau yang saat ini berusia 15 tahun hingga 34 tahun. Generasi Millennials (juga dikenal sebagai Generasi Millenial atau Generasi Y) adalah kelompok demografis setelah Generasi X, sedangkan generasi Z merupakan generasi yang lahir setelah tahun 2000 hingga saat ini. Pic 6. Phase of Demographic Groups Source: Cohorts Baby Boomer 1946-1964 1965-1980 1981-2000 2001- Present Millennials Gen-Xer Gen-Z Young population More than 33% of Indonesian population in 2015 was young population aged 15-34 years, even for urban area such as Jakarta the young population could reach more than 40%. They will then be known as the millennial generation. Who is Millennial Generation? After World War II, a demographic group (cohort) is divided into four generations, namely baby boomer generation, X Generation (Gen-Xer), millenials generation and Z generation. The baby boomer generation is the generation who were born after the Second World War (currently aged 51 up to 70 years). It is known as baby boomer generation since the birth of the baby was very high in that era. X Generation is the generation who were born in 1965 to 1980 (currently aged 35 to 50 years). Millenials generation is the generation born between the years 1981- 2000, or they who currently aged 15 years to 34 years. Millennials generation (also known as the Millennial Generation or Y Generation) are the demographic groups after X Generation, while the Z generation are the generation born after the year 2000 to the present.
  13. 13. 10 | INDONESIA 2020 Male Female 75+ 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4 34% Millennials 13% Baby Boomer 20% Gen X Pic 7. Population Pyramid of Indonesia in 2020 Source: Central Bureau of Statistics Di tahun 2020 generasi millennial berada pada rentang usia 20 tahun hingga 40 tahun. Usia tersebut adalah usia produktif yang akan menjadi tulang punggung perekenomian Indonesia. Menurut data Badan Pusat Statistik (BPS), jumlah penduduk Indonesia usia 20 tahun hingga 40 tahun di tahun 2020 diduga berjumlah 83 juta jiwa atau 34 % dari total penduduk Indonesia yang mencapai 271 juta jiwa. Proporsi tersebut lebih besar dari proporsi generasi X yang sebesar 53 juta jiwa (20 %) maupun generasi baby boomer yang hanya tinggal 35 juta jiwa (13 %) saja. Masing-masing generasi memiliki ciri dan karakternya. Baby boomer cenderung memiliki karakter idealis. Mereka cenderung memegang teguh prinsip yang mereka anut, khususnya terkait dengan tradisi yang sudah turun temurun. Selain itu mereka juga memiliki pola pikir konservatif (agak kolot), karena itulah generasi ini cenderung lebih berani mengambil resiko dibanding dengan generasi lain. Millenial generation will be in the age range of 20 to 40 years in 2020. The ages are productive ages that will be the backbone of the Indonesian economy. According to the data of Central Statistics Agency (BPS), Indonesian population aged 20 to 40 years in 2020 allegedly amounted to 83 million people or 34% of the total population of Indonesia that reach 271 million. The proportion is greater than the proportion of X generation which amounted to 53 million people (20%) as well as the baby boomer generation which are only left 35 million people (13%). Each generation has their own characteristics and characters. Baby boomers tend to have idealistic character. They tend to uphold the principles which they profess, particularly with respect to the tradition that has been handed down. In addition they also have conservative mindset (rather strict), that’s why this generation tends to be more willing to take risks than the other generations.
  14. 14. The Urban Middle-Class Millennials | 11 Gen-Xer merupakan“generasi antara”sebelum generasi millennials. Gen-Xer merupakan anak-anak dari baby boomer, sehingga nilai-nilai yang diajarkan baby boomer sedikit banyak masih melekat pada Gen-Xer. Generasi ini sudah mulai modern dan tidak sekonservatif baby boomer karena teknologi sudah mulai berkembang. Generasi ini adalah generasi transisi karena pada tahun 1960 hingga 1980 merupakan transisi ke teknologi yang lebih modern. Generasi Millennial merupakan generasi yang unik, dan berbeda dengan dengan generasi lain. Hal ini banyak dipengaruhi oleh munculnya smartphone, meluasnya internet dan munculnya jejaring sosial media (social media). Ketiga hal tersebut banyak mempengaruhi pola pikir, nilai-nilai dan perilaku yang dianut. Generasi Millenial adalah generasi yang“melek teknologi”. Hasil riset yang dirilis oleh Pew Research Center secara gamblang menjelaskan keunikan generasi millennial dibanding generasi-generasi sebelumnya. Yang mencolok dari generasi millennial ini dibanding generasi sebelumnya adalah soal penggunaan teknologi dan budaya pop/musik. Kehidupan generasi millennial tidak bisa dilepaskan dari teknologi terutama internet, entertainment/ hiburan sudah menjadi kebutuhan pokok bagi generasi ini. Temuan riset kami di Alvara Research Center pada survey penggunaan Internet di Indonesia tahun 2015 juga mendukung hal serupa. Gambar 8 menunjukkan bahwa konsumsi internet Generasi Millennial jauh lebih tinggi dibanding dengan gen- Xer, terutama di younger millennial generation (15 – 24 tahun) . Komposisi addicted user pada generasi millennial lebih besar jika dibanding dengan Gen-Xer. Jika kita lihat trend penggunaan internet menurut usia, maka terlihat makin muda usia makin tinggi konsumsi internetnya. Artinya bahwa internet sudah menjadi kebutuhan pokok bagi Generasi Millennials untuk komunikasi dan aktualisasi diri. Gen-Xer is“between the generations”before the generation of millennials. Gen-Xer is the children of the baby boomer, so that the values taught by baby boomer are less or much still attached to the Gen-Xer. This generation have already been modern and not as conservative as baby boomer because the technology has begun to develop. This generation is the generation of transition due 1960 to 1980 is a transition to a more modern technology. Millennial generation is unique generation, and different from the other generations. It is heavily influenced by the rise of smartphones, the spread of the Internet and the rise of social networking media (social media). Those three highly influenced mindsets, values and behaviors adopted. Millennial generation is the generation who is “technology savy”. The research results released by Pew Research Center simply describe the uniqueness of the millennial generation compared to the previous generations. What is striking from this millennial generation than the previous generation is about the use of technology and pop culture / music. The life of the millennial generation can not be separated from technology, especially the Internet, entertainment/ amusement has become primary need for this generation. The findings of our research in Alvara Research Center on the survey of Internet usage in Indonesia in 2015 also support similar things. Picture 8 shows that the Millennial Generation Internet consumption is higher than the gen-Xer, especially in younger millennial generation (15-24 years). The composition of addicted user on the millennial generation is greater than the gen-Xer. If we see the trend of Internet usage by age, it is seen that the younger the user the higher the consumption of internet. This means that Internet has become primary need for Millenials Generation for communication and self-actualization.
  15. 15. 12 | INDONESIA 2020 Wajah Indonesia 2020 Wajah Indonesia tahun 2020 akan sangat ditentukan pertemuan tiga entitas diatas yakni kombinasi antara masyarakat urban, kelas menengah, dan millennial. Merekalah yang akan menjadi pelaku utama sejarah Indonesia di masa mendatang, saya menyebut mereka sebagai The Urban Middle-Class Millennials. Prediksi yang dilakukan BPS menunjukkan di tahun 2020 penduduk kota akan mencapai 56,7% dan tahun 2035 akan mencapai 66,6%. Prediksi BCG menyebutkan jumlah MAC (Middle-Class and Affluent Consumers) tahun 2020 mencapai 141 juta orang, sementara McKinsey memprediksikan kelas menengah Indonesia tahun 2030 mencapai 130 juta orang. Sementara itu jumlah generasi millennial Indonesia tahun 2020 juga rasanya tidak akan berbeda terlalu jauh dari jumlah sekarang, bahkan cenderung konstan diangka 35%. Millennials ditahun 2020 berada pada puncak keemasan kehidupan mereka baik dari sisi kehidupan pribadi maupun kehidupan masyarakatnya. Indonesia Face 2020 Indonesia face in 2020 will be determined by the confluence of three entities above namely the combination of urban society, the middle class, and millennial. They will be the main perpetrators of the history of Indonesia in the future; I call them The Urban Middle-Class Millennials. The prediction conducted by CSA shows that in 2020 the urban population will reach 56.7% and in 2035 will reach 66.6%. BCG prediction stated that the number of MAC (Middle-Class and Affluent Consumers) in 2020 will reach 141 million people, while McKinsey predicts that Indonesian middle class in 2030 reach 130 million people. Meanwhile, the number of Indonesian millenial generation in 2020 will only slightly be different from the current number, even relatively constant at 35%. Millennials in 2020 will be on the golden peak of their life both in terms of personal and society life. Pic 8. Internet Consumption of Millennial Generation and Generation X Source: Alvara Research Center Light User Medium User Heavy User Addicted User MILLENNIALS GENERATION X 15 - 19 Y.O 20 - 24 Y.O 25 - 29 Y.O 30 - 34 Y.O 35 - 39 Y.O 40 - 44 Y.O 45 - 49 Y.O 50 - 54 Y.O 2,5 10,1 14,4 15,3 5,0 17,2 18,4 22,2 2,5 12,8 10,3 15,3 17,5 17,4 18,2 15,8 7,5 16,1 17,6 15,3 30,0 11,8 8,3 7,4 15,0 10,5 10,5 6,4 20,0 4,2 2,4 2,5
  16. 16. The Urban Middle-Class Millennials | 13 Populasi masyarakat urban middle-class millennials?, Secara pasti belum ada lembaga yang menyebutkan berapa sebenarnya populasi urban middle-class millennials. Pada kesempatan ini, Alvara Research Center mencoba untuk memprediksi jumlah populasi urban middle-class millennials dengan menggunakan data-data sekunder dari BPS dan ADB. Seperti yang telah disebutkan sebelumnya populasi urban di Indonesia tahun 2020 berdasarkan perdiksi BPS 56.7 % atau 154 juta jiwa, populasi kelas menengah 141 juta jiwa, dan populasi generasi millennials 86 juta jiwa. Teori perbandingan digunakan untuk memperoleh prediksi jumlah urban middle-class millennials, dengan asumsi perbandingan jumlah urban:rural adalah 56.7:43.3, (mengacu BPS) perbandingan middleclass:non middleclass adalah 52:48 (mengacu BCG) dan perbandingan millennial:non millenialas adalah 35:65 (mengacu BPS) dan perbandingan middleclass urban:middleclass rural adalah 70:30 (mengacu ADB). Dengan teori perbandingan tersebut diperoleh proyeksi populasi urban middle-class millennials pada tahun 2020 sebesar 35 juta jiwa atau 13 % dari jumlah penduduk Indonesia tahun 2020 yang diproyeksikan sebesar 271 juta jiwa. How about the society population of the urban middle-class Millennials? There is no institution which can tell about the exact number of the urban middle-class millenials population for sure. On this occasion, Alvara Research Center tries to predict the number of urban middle-class millenials population using secondary data of BPS and BCG. As previously stated, urban population in Indonesia in 2020 based on BPS Prediction is 56.7% or 154 million people, the middle class population is 141 million people, and population of millenials generation is 86 million people. The theory of comparison is used to obtain the predicted number of urban middle-class millenials, assuming the ratio of the number of urban: rural is 56.7: 43.3, (referring to BPS) comparison of middleclass: non middleclass is 52:48 (referring to BCG) and comparison of the millennial: non millenialas is 35: 65 (referring to BPS) and comparison of middleclass urban: middleclass rural is 70:30 (referring to ADB). Within the theory of comparison, it acquires the population projections of urban middle-class millenials in 2020 is 35 million people or 13% of Indonesian population in 2020 which is projected at 271 million people. Total Urban: 154 Million Total Middle-Class: 86 Million Total Millennials: 141 Million Indonesian Population 2020: 271 Million 41 14 27 35 64 10 32 Pic 9. Projection of Urban Middle-Class Millennials Population in Indonesia 2020 *in million
  17. 17. 14 | INDONESIA 2020 Lalu bagaimana ciri dan karakter masyarakat urban middle-class millennials? Kami menyimpulkan setidaknya ada 3 karakter utama dari masyarakat urban middle-class millennials. Kami menyebutnya dengan 3C. C pertama adalah creative, mereka adalah orang yang biasa berpikir out of the box, kaya akan ide dan gagasan dan mampu mengkomunikasikan ide dan gagasan itu dengan cemerlang. Generasi millennial termasuk generasi kreatif, salah satu bukti yang menunjukkan adalah tumbuhnya industri start up dan industri kreatif lain yang di motori oleh anak muda. Go-Jek adalah salah satu buah kreativitas generasi millennials yang out of the box. Nadiem Makarim sebagai pendiri gojek, adalah generasi millennials yang lahir tahun 1984. Dulu orang tidak terfikirkan untuk memprofesionalkan ojek, tapi oleh Nadiem Makarim ojek professional menjadi bisnis yang booming dan diikuti munculnya ojek-ojek professional yang lain seperti grabbike, blue jek maupun lady jek. C kedua adalah connected, mereka adalah pribadi- pribadi yang pandai bersosialisasi terutama dalam komunitas yang mereka ikuti, mereka juga aktif berselancar di sosial media dan internet. Generasi milenial sangat fasih menggunakan facebook, twitter, path, instagram maupun sosial media yang lain. Sosial media dan internet sudah menjadi kebutuhan. C ketiga adalah confidence, mereka ini orang yang sangat percaya diri, berani mengemukakan pendapat dan tidak sungkan-sungkan berdebat di depan publik. Karakter tersebut terkonfirmasi jika kita melihat generasi millennials tak sungkan- sungkan berdebat melalui media sosial. Then, how about the traits and characteristics of urban middle-class Millennials population? We conclude that there are at least three main characters of the urban middle-class millenials population. We call it 3C. The first C is Creative, they are the people who are used to thinking out of the box, rich in ideas and opinions as well as able to communicate ideas brilliantly. Millennials generation is creative generation; one of the evidence is the growing of start-up industry and other creative industries hatched by youngster. Go-Jek is one of the results of millenials generation creativity that is out of the box. Nadiem Makarim, the founder of go-jek, is the millenials generation born in 1984. It used to be unthinkable to professionalize ojek, but in Nadiem Makarim hands professional ojek turns into a booming business and followed by the existance of other professional ojeks such as grabbike, blue jek and lady jek. The second C is Connected; they are individuals who are good at socializing, especially in the communities that they are joining, they are also actively surfing in social media and the internet. Millennial generation is very fluent in using facebook, twitter, path, instagram or other social media. Social media and the internet have become a need. The third C is Confidence, they are very confident people, brave to express their opinions and they do not hesitate to argue in public. The character is confirmed if we see the millenials generation do not hesitate to argue through social media.
  18. 18. The Urban Middle-Class Millennials | 15 IMPLIKASI Lalu apa implikasi dari adanya urban middle-class millennials ?. Sebagai sebuah entitas sosial dengan jumlah yang cukup besar di Indonesia tentunya keberadaannya akan berimplikasi pada banyak hal, Marketing dan Bisnis Urban middle-class millennials adalah masyarakat yang memiliki daya beli. Seperti yang sudah dibilang sebelumnya, generasi milenial adalah generasi yang unik. Adanya segmen pasar tersebut sedikit banyak akan merubah paradigma dan konsep arah marketing. Jika suatu perusahaan ingin merebut pasar urban middle-class millennials tentunya harus memperhatikan karakter dan perilaku dari segmen tersebut. urban middle-class millennials yang berjumlah 35 juta jiwa adalah ceruk pasar patut untuk dimenangkan. IMPLICATIONS So what are the implications of the existence of urban middle-class millennials? As a social entity with a large amount of number in Indonesia, its existence will have implications on many things for sure. Marketing and Business Urban middle-class millennials are people with purchasing power. As already explained previously, the millennial generation is the unique generation. The existence of that market segment more or less will change the paradigm and the concept of marketing purpose. If a company wants to seize the market of urban middle-class millenials, it should certainly pay attention to the character and behavior of the segment. Urban middle-class millenials amount to 35 million people is a niche market which is worth to be won. Pic 10. The Urban Middle-Class Millenials Characteristics [3C] CREATIVE (BRAIN) CONFIDENCE (BELIEF) CONNECTED (BEHAVIOR) The Urban Middle-Class Millennials
  19. 19. 16 | INDONESIA 2020 Generasi millennial adalah generasi yang memiliki engagement (dikutip BCG). Seperti di kutip dari Mashable, Generasi Millennials tidak tertarik degan iklan televisi dan media cetak yang hanya dianggap cocok untuk generasi tua. Kedepan iklan produk melalui content video di internet maupun digital marketing lainya akan menjadi sebuah keniscayaan. Urban middle-class millennials merupakan generasi “kepo”, sebelum memutuskan pembelian suatu produk, mereka terlebih dahulu mencari informasi melalui internet maupun sosial media. Review tentang produk di internet dan sosial media menjadi referral bagi mereka. Istilah word of mouth akan mengalami perubahan menjadi word of internet atau word of social media. Hasil riset Alvara Reseach Center tahun 2015 menemukan bahwa informasi produk yang paling banyak di cari oleh generasi millennials di internet adalah informasi tentang price, feature product, kemudian diikuti oleh promotion program dan customer review. Meledaknya konsumsi gadget dan internet oleh Urban middle-class millennials secara langsung maupun tidak langsung berdampak pada selling channel penjualan. Fenomena menjamurnya toko online seperti lazada.co.id, treveloka.com, zalora.co.id, blibli.com adalah salah satu indikasinya. Selain toko online, forum, media sosial dan messenger grup sekarang juga banyak digunakan sebagai selling channel. Meroketnya jumlah penggunaan internet menjadi 140 juta pengguna di tahun 2020 tentu merupakan indikasi perkembangan online channel yang makin menggembirakan. Urban middle-class millennials adalah masyarakat sosial yang melek dan adaptable pada teknologi. Mereka cenderung suka memanfaatkan teknologi untuk mempermudah segala aktivitas, tak terkecuali aktivitas belanja. Dengan kemajuan teknologi cara pembayaran membuat generasi ini makin cashless (cenderung tak membawa uang tunai). Kemudahan pembayaran belanja melalui debit card, credit card, The millennial generation is the generation with engagement (cited by BCG). As quoted from Mashable, Millennials Generation is not interested in television advertising and printing media that are only considered suitable for the older generation. Further, advertising products through video content on the Internet and other digital marketing will become a possibility. Urban middle-class millennials is a“curious” generation, before deciding to purchase a product firstly they will seek information through the internet and social media. Review about the product on the internet and social media become a referral for them. The term word of mouth will change into word of internet or word of social media. The research results of Alvara Reseach Center in 2015 found that the most wanted product information searched by millenials generation on the internet is the information about price, product features, followed by promotion program and customer review. The explosion of gadgets and internet consumption by urban middle-class millenials directly or indirectly gives impact on the sales selling channel. The phenomenon of the proliferation of online stores such as lazada.co.id, traveloka.com, zalora.co.id, blibli. com is one of the indications. In addition to online shops, forums, social media and messenger group are also widely used as selling channel. Skyrocketing number of internet usage to 140 million users in 2020 is certainly an indication of the more encouraging online channel development. Urban middle-class millennials is social society who is literate and adaptable to technology. They tend to use technology to facilitate all of their activities, not to mention shopping activities. The advances of technology in the method of payment make this generation cashless (tend not to bring money). The ease of shopping payment via debit card, credit card, e-money, internet banking or the others are
  20. 20. The Urban Middle-Class Millennials | 17 e-money, internet banking maupun lainya mudah diadopsi oleh urban middle-class millennials. Sehingga keberadaan urban middle-class millennials tentu akan menjadi trigger bagi perkembangan pembayaran yang bersifat cashless.Kedepan alat pembayaran tradisional akan bergeser ke alat pembayaran yang modern. Kehidupan Sosial dan Budaya Munculnya teknologi (gadget dan internet), perubahan geografis dan perubahan daya beli secara berlahan tapi pasti telah mengubah perilaku dan nilai nilai yang dianut oleh manusia. Urban middle-class millennials adalah masyarakat yang memiliki perilaku dan nilai-nilai yang unik yang disebabkan oleh melekatnya tiga entitas tersebut. Masyarakat urban middle-class millennials merupakan masyarakat muda terbuka (open minded), individualis, dan masyarakat multikultur sehingga memunculkan budaya-budaya baru. Perubahan fenomena sosial generasi masa depan bisa tercermin dari fenomena sosial urban middle- class millennials saat ini. Karakter individualis masyarakat kedepan dapat dilihat dari gambar 11. Meskipun mereka berkumpul gadget masih tidak bisa lepas dari tangan, tenggelam dalam dunia mereka sendiri adalah sebuah keniscayaan masyarakat masa Pic 11. The Social Behavior of Urban Middle-Class Millennials Illustrations easily adopted by urban middle-class millenials. So the existence of urban middle-class millenials will certainly be a trigger for the development of cashless payment. In the future, traditional payment instruments will be replaced by the modern means of payment. Social Life and Culture The rise of technology (gadget and internet), geographical changes and the changes in purchasing power slowly but surely have changed the behavior and values embraced by humans. Urban middle-class millenials society is people who have unique behavior and values due to the attachment of the three entities. The urban middle- class millenials society is the opened young people (open-minded), individualism and multicultural society so that they emerge new cultures. The social phenomena changes of future generations can be reflected from the social phenomena of current urban middle-class millenials. Individualist character of the people in the future can be seen on picture 11. Although they gather, gadgets are still in their hands, immersed in their own world is a possibility of the future society.
  21. 21. 18 | INDONESIA 2020 Gadgets are not only technology, but also have been friends indeed. It seems like a day without gadgets is impossible. The results of our observations indicated that when we observed the behavior of the Millennial Generation who are hanging out in the café or at the malls, it showed similar results. Based on our observations although they gather with their friends and their community, the gadget can not be rid of their hand and sight. They chat while holding and looking at their gadget concurrently. In urban societies, social status is important. Visa in its 2012 research result indicated the career achievement symbolized by the decent house and car in the future will become a symbol of social status in the society. A successful career will enhance the status in the society. These phenomena can be observed in the society around your house. The other emerging cultures are selfie and narcissistic culture. The development of smartphone camera technology is one of the things which caused the emergence of selfie and narcissistic phenomena; moreover currently it comes up smartphone with front camera feature in that shows photogenic selfie results. Selfie and narcissistic are no longer phenomena but in the future they will become culture. In addition to the development of smartphone cameras, the development of social media is also a trigger. After doing selfie and something narcissistic, they will directly upload it to social media. The interesting places become the spot of selfie and narcissistic. They do not only do selfie in places such as malls, cafe, and tourist spots, but also in religious places. Selfie and narcissistic indirectly rises another social phenomenon, that is the immense number of visitors in tourist places. For urban societies, vacation has become a need due to the demanding work. They need some depan. Gadget bukan menjadi lagi sebatas teknologi, tetapi sudah menjadi teman. Sepertinya sehari tanpa gadget adalah suatu kemustahilan. Hasil pengamatan kami, ketika kami mengamati perilaku Generasi Millennial yang lagi nongkrong di café maupun di mall-mall, menunjukkan hasil yang sama. Dari pengamatan kami meskipun mereka berkumpul dengan teman maupun komunitas mereka, gadget tidak bisa lepas dari tangan dan penglihatan mereka. Mereka ngobrol sambil memegang dan melihat gadget. Dalam masyarakat urban, status sosial adalah sesuatu yang penting. Riset Visa tahun 2012 menyatakan pencapaian karir yang disimbolkan oleh rumah dan mobil yang memadahi kedepan akan menjadi simbol status sosial di masyarakat. Karir yang sukses akan meningkatkan status dimata masyarakat. Fenomena ini bisa anda amati dimasyarakat sekitar tempat Anda tinggal. Budaya lain yang muncul adalah budaya selfie dan narsis. Berkembangnya teknologi kamera smartphone salah satunya mendorong munculnya fenomena selfie dan narsis, apalagi saat ini muncul smartphone dengan keunggulan kamera depan sehingga menghasilkan hasil selfie yang fotogenik. Selfie dan narsis bukan lagi fenomena tetapi kedepan akan menjadi suatu budaya. Selain perkembangan kamera smartphone perkembangan munculnya sosial media juga menjadi trigger. Setelah berselfie dan bernarsis ria, mereka langsung mengunggah ke sosial media. Tempat-tempat menarik menjadi spot selfie dan narsis. Mereka tidak hanya selfie di tempat-tempat seperti mall, café, tempat wisata bahkan ditempat ibadahpun mereka berselfie ria. Selfie dan narsis secara tidak langsung memunculkan fenomena sosial lain, yaitu membludaknya pengunjung tempat wisata. Bagi masyarakat urban, berlibur sudah menjadi kebutuhan seiring dengan padatnya pekerjaan.
  22. 22. The Urban Middle-Class Millennials | 19 times to refresh. Visiting tourist objects is not only for spending holidays. Taking selfie photo and narcissistic in a tourist spot, especially when tourist spots abroad is a pride for them. Other social implication is the fading of traditional culture identity. The displacement of rural to urban society will bring repercussions on the values of the local culture in the future. The displacement of rural into urban society also means the displacement of monocultural society into multicultural society. Urban middle-class millenials groups will accelerate this displacement process. Moreover, it is added by their openminded character, local culture will be quickly scraped by modern culture. Mereka membutuhkan waktu refres sejenak. Kerkunjung ke tempat wisata bukan saja untuk liburan. Berfoto selfie dan narsis di tempat wisata khususnya tempat wisata luar negeri menjadi kebanggaan tersendiri bagi mereka. Implikasi sosial lain adalah makin pudarnya identitas budaya tradisional. Bergesernya masyarakat rural ke urban kedepan akan membawa konsekuensi tersendiri bagi nilai-nilai budaya lokal. Bergesernya masyarakat rural ke urban, berarti juga bergesernya masyarakat monokultul menjadi masyarakat multikultur. Kelompok urban middle-class millennials akan mempercepat proses pergeseran ini. Apalagi ditambah karakter mereka yang openminded, dengan cepat budaya lokal akan tergerus oleh budaya modern. Pic 12. Selfie Culture
  23. 23. 20 | INDONESIA 2020 Pekerjaan dan Enterpreneurship Ada yang perbedaan paradigm yang mencolok antara Generasi X dan Generasi Millennial terkait dunia kerja. Generasi X memandang ukuran sukses di dunia kerja adalah ketika mereka sukses meniti karir dari bawah sampai ke puncak posisi di perusahaan yang sama, loyalitas pada perusahaan adalah salah satu ukuran kunci sukses. Sebaliknya bagi Generasi Millennial ukuran sukses di dunia kerja adalah ketika mereka bisa pindah-pindah kerja dari satu perusahaan ke perusahaan lain, bagi mereka semakin sering pindah berarti mereka termasuk orang yang“laku”di perusahaan. Sebuah studi yang dilakukan oleh UXC Professional Solution, menunjukkan kelebihan Generasi Millenneal di tempat kerja dibanding generasi sebelumnya adalah terkait kemampuan menggunakan teknologi dan adaptasinya, namun Generasi Millennial juga memiliki kelemahan terkait kemampuan problem solving dan mereka cenderung boros di tempat kerja. Kelompok urban middle-class millennials seperti yang adalah kelompok dengan creative dan confident, menurut Visa (2012), generasi ini juga memiliki karakter ambius terkait capaian dan cita-cita. Karakter tersebut menimbulkan konsekuensi tersendiri bagi dunia kerja dan enterpereneurship. Dalam tahapan Pic 13. Economic Period Agricultural Economic Industry Economic Information Economic Creative Economic Employment and Entrepreneurship There is striking paradigm difference between X Generation and the Millennial Generation related to the world of work. X Generation see the level of success in the world of work is when they have successful career from the bottom to the top position in the same company; loyalty to the company is one of the key measurement of success. On the other hand, for the Millennial Generation the measurement of success in the world of work is when they can be gone about work from one company to another company, for them the more frequent gone about work means that they are in demand in the company. A study conducted by UXC Professional Solution, showed the excess of Millenneal Generation at work compared to the previous generations is related to the ability of using technology and their adaptation, but the Millennial Generation also has shortage related to the problem solving ability, and they tend to be wasteful in the workplace. The group of urban middle-class millennials is a group of creative and confident people. According to Visa (2012), this generation also has the character of ambitious related to achievements and ideals. The characters cause repercussions on the work place and entrepreneurship. In economic period stages,
  24. 24. The Urban Middle-Class Millennials | 21 the future economic stage is the creative economic period. So the role of the urban middle-class millenials can not be ignored. They will be the trigger for Indonesia’s creative economic in the future. Realized or not, other trends of millenials generation is that they are more comfortable working at the environment which can accommodate the freedom to express and to work. Religious life As mentioned previously in the introduction, one of the characteristics of urban societies is that they prefer public education, especially middle- class society. Although currently there are many integrated schools, which combine general education and religion, still, the numbers are quite small, still far behind the number of public schools. That situation will certainly affects the future of their religious life and religiousity in Indonesia in general. Nearly 90% of Indonesian population is Moslem, so the future of religiousity in Indonesia is determined by the Moslems religiousity. Alvara Research Center research results on the citizens Moslem religiousity research in 2015, found that the majority of the citizens Moslem (57.3%) are the cultural Islamic people with moderate thinking, but the number could be reduced in the years to come. The cultural Islamic people prefer performing religious rituals communally, for example by doing tahlil together, commemorating the birth of the prophet together, lecturing together, praying and zikr together, etc. The urban middle-class millennials societies are the people who are individualistic and put the wealth above anything. With such character, then it is not impossible that people would switch from cultural Islamic products to puritan Islamic products which periode ekonomi, tahapan ekonomi kedepan adalah periode ekonomi kreatif. Sehingga peran kelompok urban middle-class millennials tidak bisa di abaikan. Mereka akan menjadi trigger bagi ekonomi kreatif Indonesia dimasa depan. Disadari atau tidak kecenderungan lain dari generasi millennials ini adalah mereka lebih nyaman jika bekerja pada lingkungan yang mampu mengakomodasi kebebasan berekspresi dan berkarya. Kehidupan Keagamaan Seperti yang telah disampaikan pada pendahuluam sebelumnya, salah satu ciri dari masyarakat urban adalah lebih cenderung pada pendidikan umum, apalagi masyarakat kelas menengah. Meskipun sekarang banyak bermunculan sekolah terpadu, yang memadukan pendidikan umum dan agama, tetap saja jumlahnya masih cukup kecil, masih kalah jauh dengan jumlah sekolah umum. Keadaan tersebut tentu akan berimplikasi bagi masa depan kehidupan keberagamaan mereka dan keberagamaan di Indonesia pada umumnya. Hampir 90 % penduduk Indonesia beragama islam, sehingga masa depan keberagamaan di Indonesia ditentukan oleh wajah keberagamaan umat islam. Hasil riset Alvara Research Center pada riset keberagamaan muslim kota tahun 2015, menemukan bahwa sebagian besar masyarakat muslim kota (57.3%) adalah masyarakat islam kultural dengan pemikiran moderat, namun jumlah tersebut bisa tereduksi lagi ditahun-tahun mendatang. Masyarakat islam kultural lebih suka melakukan ritual keagamaan secara komunal, misalnya dengan tahlil bersama, memperingati maulid nabi bersama, pengajian bersama, zikir bersama setelah sholat berjamaah dll. Masyarakat urban middle-class millennials adalah masyarakat yang cenderung individualis dan menempatkan materi diatas segalanya. Dengan karakter seperti itu, maka bukan tidak mungkin masyarakat akan beralih dari produk islam kultural
  25. 25. 22 | INDONESIA 2020 ke produk islam puritan yang lebih mengusung keberagamaan yang cenderung individualis atau bahkan menjadi sekuler dan cuek dengan kehidupan keagamaanya sendiri. Sebagaimana kita tahu islam puritan lebih cenderung untuk tidak melakukan zikir bersama setelah sholat, tidak memperingati maulid nabi karena dianggap bid’ah dll, sehingga konsep tersebut cocok dengan karakter mereka yang individualis. Dari Kyai ke Internet. Sejak dulu Kyai adalah rujukan utama dalam kehidupan keagamaan umat islam. Dengan munculnya internet dan sosial media bukan tidak mungkin kedepan referensi ilmu keagamaan menempatkan internet sebagai rujukan mulai bertambah porsinya. Dengan internet referensi ilmu keagamaan menjadi lebih terbuka, tentunya masyarakat urban middle-class millennials yang memiliki pemikiran terbuka dan rasional akan menjadikan internet sebagai alternative sumber ilmu. Kedepan perdepatan pemikiran keagamaan dan keabsahan ritual keagamaan akan makin dinamis. Akankah wajah islam akan tetap teduh atau berubah wajah menjadi garang, sedikit banyak dipengaruhi oleh kesantunan perdebatan masyarakat urban middle- class millennials sebagai generasi yang melek internet dan paling aktif di sosial media. tend to carry religiosity that is more individualistic or even become secular and ignoring their own religious life. As we know puritanical Islam tend not to do zikr together after praying, not commemorate the birth of the prophet since it is considered as heresy, etc., so the concept fits to their individualistic character. From Kyai to Internet. Since long time ago, Kyai is the main reference in the religious life of Moslems. The existence of the internet and social media make it possible in the future that reference of religious knowledge puts the Internet as reference will increase. By using the internet, religious science references are becoming more opened, of course, the urban middle-class millenials who have openminded and rational thought would make the Internet as an alternative source of knowledge. In the future, the debate about the validity of religious thought and religious rituals lagality will be more dynamic. Whether the face of Islam will remain calm or turn into fierce, less or more is influenced by debate politeness of the urban middle-class millenials societies as generation who are internet literate and the most active on social media.
  26. 26. The Urban Middle-Class Millennials | 23 Penutup Wajah Indonesia di tahun 2020 sedikit banyak ditentukan oleh wajah masyarakat urban middle- class millennials. Memenangkan Indonesia 2020 tentukan harus memenangkan urban middle-class millennials, karena segmen inilah yang akan menjadi penentu kemajuan Indonesia hingga tahun 2030. Dengan mengetahui karakternya tentu, akan semakin mudah untuk memenangkan ceruk pasar segmen ini. Setelah generasi milenial, jangan dilupakan juga generasi Z (Gen-Z). Generasi ini adalah“anak kandung internet”yang merupakan pemegang estafet penentu kemajuan Indonesia setelah masa generasi millennials. Generasi ini memiliki karakter dan dunianya sendiri karena Gen-Z adalah digital native, berbeda dengan generasi sebelumnya yang merupakan digital immigrant. Jadi saat ini selamat menyambut kehadiran the urban middle-class millennials, dan selanjutnya adalah kehadiran generasi digital native. Closing The face of Indonesia in 2020 is more or less determined by the face of the urban middle-class millenials. To win Indonesia 2020, surely we must win the urban middle-class millenials, because this segment will determine the progress of Indonesia until 2030. By knowing their character, of course it will be easier to win this niche market segment. After the millennial generation, not to be forgotten is the Z generation (Gen-Z). This generation is “child of the internet”who becomes relay holder of the determinant of Indonesian progress after the millenials generation era. This generation has its own character and world because Gen-Z is digital native, unlike the previous generation who is digital immigrant. So now please welcome the presence of the urban middle-class millenials, and the next is the presence of digital native generation.
  27. 27. 24 | INDONESIA 2020 EPILOG GEN-Z: Anak Kandung Internet GEN-Z, makhluk apa lagi ini? Di Indonesia saat ini belum selesai memperbincangkan soal Generasi Millennial, dibelahan dunia sana sudah mulai ramai membahas soal Gen-Z, sebuah generasi yang belum memiliki nama resmi. Bila GEN-Y secara resmi disepakati bernama Generasi Millennial, para pakar masih belum sepakat perihal penamaan yang pas untuk GEN-Z. Nickelodeon tahun 2013 pernah menggunakan terminologi generasi post-millennial, ada juga yang menyebut mereka sebagai iGen, Gen Wii, Net Gen, dll. Turner Brodcasting Media di situs adweek.com pada bulan Januari 2016 menyebutkan GEN-Z sebagai Pluralist Generation. Lalu siapa sebetulnya GEN-Z ini? Untuk menjawabnya, kita harus melangkah kebelakang untuk merunut beberapa generasi sebelum munculnya GEN-Z. Mengutip artikel dari William J. Schroer di socialmarketing.com, klasifikasi antar generasi biasa dilakukan berdasarkan pada cohort periode tahun kelahiran. Generasi Boomers terbagi 2 yakni Generasi Baby Boomers yang lahir 1946-1954, Generasi Boomers II atau Generasi Jones yang lahir 1955-1965. Setelah itu muncul yang disebut sebagai Generation X yang lahir 1966-1976 dan kemudian Generation Y atau Generasi Millennial yang lahir tahun 1977-1994. Nah setelah itu generasi yang lahir tahun 1995-2012 disebut Generasi Z atau lebih mudah disingkat sebagai GEN-Z. Menggunakan definisi William J. Schroer diatas maka GEN-Z saat ini adalah penduduk yang berusia 4 – 21 tahun. Karena terlalu lebar maka saya lebih EPILOG GEN-Z: A child of Internet GEN-Z, what creatures are these? Indonesia today has not finished discussing about the Millennial Generation, in other parts of the world; they have begun discussing about Gen-Z, a generation with no official name yet. If GEN-Y is formally agreed to be given the name of Millennial Generation, the experts still have not agreed about the appropriate name for GEN-Z. Nickelodeon in 2013 ever used post-millennial generation terminology; the others mention them as iGen, Gen Wii, Net Gen, etc. Turner Brodcasting Media at the adweek.com site in January 2016 called GEN-Z as pluralist Generation. So who is actually GEN-Z? To answer this, we need to step backward to trace several generations before the emergence of GEN-Z. Citing articles from William J. Schroer in socialmarketing.com, the intergenerational classification is commonly done based on Cohort, the period of birth. Boomers generation is divided into two namely the Baby Boomers generation born between 1946 to 1954 and Boomers II Generation or Jones Generation born between 1955 to 1965. After that, emerge what is called X Generation born between 1966 to 1976 then Y Generation or Millennial Generation, born between 1977 to 1994. Later, the generation born between 1995 to 2012 is called Z Generation or abbreviated as GEN-Z. Using William J. Schroer definitions above, GEN-Z recently is the population aged 4-21 years. Since it is too wide then I would rather narrow it, GEN-Z is
  28. 28. The Urban Middle-Class Millennials | 25 suka mempersempit GEN-Z adalah Generasi yang lahir setelah tahun 2000. Dengan menggunakan definisi ini maka GEN-Z adalah mereka-mereka yang sekarang masih remaja berusia belasan tahun, antara 12 sampai dengan 18 tahun. Dalam konteks Indonesia saat ini berdasarkan estimasi data BPS penduduk Indonesia yang berusia 10 – 19 tahun berjumlah 45 juta jiwa atau 19.32% dari seluruh total penduduk Indonesia. Persentase ini hampir sama dengan jumlah GEN-Z di Amerika yang jumlahnya juga dikisaran 20% dari populasi penduduk Amerika Serikat. Berbagai studi yang dilakukan di dunia menunjukkan karakteristik yang unik dari GEN-Z ini. Mereka boleh dibilang adalah generasi pertama yang sejak lahir sudah mengenal internet. Berbeda dengan generasi-generasi sebelumnya yang disebut digital immigrant, GEN-Z adalah generasi pertama yang secara sah dan meyakinkan bisa disebut sebagai digital native, generasi yang sejak lahir sudah menjadi warga dunia. Sebagai contoh, anak-anak kita yang balita pun sekarang nonton film kartunnya tidak lagi melalui TV atau VCD, tapi sudah menggunakan gadget semacam smartphone atau tablet. Orang tua sekarang juga disibukkan oleh rengekan anak- anaknya yang masih SD untuk bisa berinternet atau sekedar nonton video di youtube. Konsumsi internet GEN-Z lebih tinggi dibanding generasi-generasi sebelumnya. Sebuah studi yang dilakukan oleh Refuel Agency yang dimuat adweek. com bulan Desember 2015 menunjukkan GEN-Z lebih menyukai situs-situs dan social media yang berisi hiburan dibanding Generasi Millennial. Sebagai contoh proporsi GEN-Z membuka youtobe dan instagram lebih tinggi dibanding Generasi Millennial, sementara Generasi Millennial lebih menyukai membuka Facebook. the generation born after 2000. Using this definition, GEN-Z are those who are still teenagers, between 12 to 18 years. In the context of recent Indonesia based on BPS data estimation, Indonesian population aged 10-19 years amounted to 45 million people or 19:32% of the total population of Indonesia. This percentage is almost equal to the number of GEN-Z in America whose number is also in the range of 20% of the US population. Various studies conducted in the world demonstrate the unique characteristics of GEN-Z. They arguably are the first generations who are already familiar with the internet since they were born. Contrast to the previous generations called digital immigrant, GEN-Z is the first generation that is legally and convincingly can be called digital native, generation that has become global citizen since they were born. For example, our children, even the toddlers, recently watch cartoon movie no longer on TV or VCD, but they have already used gadgets such as smartphone or tablet. Recent parents have also been made busy by their children whining who are still in elementary school to be able to access the internet or just watching the video on youtube. GEN-Z internet consumption is higher than the previous generations. A study conducted by Refuel Agency published in adweek.com in December 2015 showed GEN-Z prefers websites and social media that contain entertainment compared to Millennial Generation. For example, the proportion of GEN-Z who access youtube and instagram is higher than Millennial Generation, while the Millennial Generation prefers Facebook.
  29. 29. 26 | INDONESIA 2020 Meski sangat aktif di internet, GEN-Z ternyata cukup protektif dan tertutup dalam menyuarakan opini nya di social media. Sebuah studi yang dlakukan Pew Research Center mengungkapkan lebih dari setengah (57%) GEN-Z lebih menghindar tidak memposting sesuatu di social media yang sekiranya akan mengganggu mereka di masa depan. Mungkin ini dikarenakan sebagian besar GEN-Z adalah produk yang dihasilkan dari perkawinan antar GEN-X yang merupakan generasi transisi antara era konvensional dan internet, GEN-X merupakan generasi yang memiliki kekawatiran tinggi terhadap dampak negatif internet bagi anak-anak mereka. GEN-Z jarang ditemui di social media seperti Facebook dan Twitter, mereka bukannya tidak punya akun di Facebook, mereka punya namun mereka hanya pasif. Mereka menganggap Facebook dan Twitter lebih banyak diisi oleh generasi-generasi sebelumnya, GEN-X dan Millennial. Lalu kemana mereka bersosial media? Ternyata mereka lebih memilih social media yang sifatnya lebih tertutup, snapchat misalnya, atau mereka lebih aktif berkomunikasi di messenger seperti Whatsapp, Line, dll. Survei yang dilakukan Alvara Research Center tahun 2015 mengkonfirmasi hal ini. Penggunaan messenger diusia 15-18 tahun lebih tinggi dibanding di usia-usia lainnya. Implikasi yang terjadi tentu saja tidak mudah untuk mengenal dan mendekati GEN-Z, sudah tidak bisa kita menggunakan cara-cara otoritatif, harus menggunakan cara yang bersifat adaptif atau bahkan partisipatif untuk mendekati mereka. Adaptif berarti pendekatan yang luwes dan horizontal, sementara partisipatif berarti merangkul dan memberikan ruang bagi mereka untuk berekspresi. Although they are very active on the internet, GEN-Z is quite protective and introvert in stating their opinion on social media. A study conducted by Pew Research Center revealed more than half (57%) of GENE-Z were reluctant to post anything on social media that are likely going to bother them in the future. Perhaps, this is because most of GEN-Z are the product resulting from intermarriage of GEN-X who are the transition generation between conventional and internet era, GEN-X is the generation that has a high concern on the negative impact of the internet for their children. GEN-Z are rarely found in social media such as Facebook and Twitter, they have an account on Facebook actually, but they are passive. They consider Facebook and Twitter are only for the previous generations, GEN-X and Millennial. Then, what social media do they prefer? It turned out that they prefer the more private one, Snapchat for example, or they are more actively communicate in messengers like WhatsApp, Line, etc. Surveys conducted by Alvara Research Center in 2015 confirmed this. The use of messenger at the age of 15-18 years is higher than in other ages. The implication occured is surely difficult to recognize and to approach GEN-Z, we could not use the authoritative ways anymore, we must use adaptive or even participative to approach them. Adaptive means flexible and horizontal approach, while participative means embracing and providing space for them to express themselves.
  30. 30. The Urban Middle-Class Millennials | 27 Reference Alvara Research Center.(2015).“The Potraits of Urban Moslem: Gairah Religiusitas Masyarakat Kota”. Asian Decelopment Bank.(2010).”Key indicators for Asia and the Pasifik-The Rise of Asia’s Middle Class”. Badan Pusat Statistik.(2013).“Proyeksi Penduduk Indonesia 2010-2035”. Jakarta. Pew Reseach Center.(2010).“Millennials a Potrait of the Generation Next”. Visa.(2012).“Connecting with the Millennials-A Visa Study”. Singapore. https://www.bcgperspectives.com/content/articles/center_consumer_customer_insight_consumer_products_ indonesias_rising_middle_class_affluent_consumers/?chapter=3. http://www.statista.com/topics/2431/internet-usage-in-indonesia.
  31. 31. 28 | INDONESIA 2020 Authors Hasanuddin Ali mendedikasikan 15 tahun karirnya di bidang riset, lulusan Statistika ITS ini sejak awal memulai karirnya di bidang riset bergabung dengan konsultan riset pemasaran terkemuka, MarkPlus Insight. Setelah mencapai posisi puncak sebagai Chief Executive di perusahaan tersebut, tahun 2012 mengundurkan diri dan mendirikan perusahan riset Alvara Research Center yang bergerak di riset pemasaran, sosial, dan politik. Disela kesibukannya Hasanuddin Ali juga menyempatkan menjadi kolumnis di beberapa media cetak dan online, tulisan-tulisannya juga bisa di akses di hasanuddinali.com Lilik Purwandi Lahir di Rembang Jawa Tengah, setelah menamatkan SMA melanjutkan studi di Jurusan Statistika ITS. Tahun 2011 diterima menjadi mahasiswa Pascasarjana IPB pada prodi Statistika. Minat pada dunia tulis menulis dan dunia riset sudah sejak menjadi mahasiswa S1 dengan menjadi pengurus UKM Penalaran dan menjadi ketua organisasi kemahasiswaan. Awal karirnya dimulai menjadi tim peneliti pada sebuah lembaga Konsultan Marketing dan Sosial Politik di Surabaya, serta sempat pula mengajar di Universitas Sunan Giri sebelum memutuskan bergabung menjadi bagian Alvara Research Center. Hasanuddin Ali. dedicating 15 years of his career in the field of research, graduated from ITS Statistics, his career began in the field of research and joined the leading marketing research consultant, Mark Plus Insight. After reaching the top position as Chief Executive of the company, in 2012 resigned and founded the Alvara Research Center, a firm engaged in marketing, social, and political research. In his spare time, Hasanuddin Ali also a columnist in several paper and online media, his writings can also be accessed in hasanuddinali.com Lilik Purwandi. Born in Rembang, Central Java, after graduated from high school then he continued his studies in the Department of Statistics, ITS. 2011, he was accepted in Magister Degree IPB majoring in Statistics. His interest in writing and research started when he was a college student of bachelor degree (S1) also in charge of UKM Penalaran and became the chairman of the student organization. Beginning his career as a member of researchers at an institute of Social and Political Marketing Consultants in Surabaya, and also taught at the University of Sunan Giri before deciding to be part of Alvara Research Center.
  32. 32. The Urban Middle-Class Millennials | 29 Alvara Signature Products Our Research product should help companies to understand its customers and market, and also to evaluate their brand and service. ALVARA SIGNATURE PRODUCT AND SERVICES ON MARKETING RESEARCH [IB]³ MEASUREMENT [IB]³ Measurement is the most advanced and holistic approach to measure brand and product performance in consumers’point of views. BRAND EQUITY MODEL Brand Equity Model is measure brand equity based on three indicators: brand knowledge, brand image, and brand engagement. Interest IntegerityImage BRAIN » Awareness » Image BEHAVIOR » Usage » Purchase Intention BELIEF » Satisfaction » Referral Brand Knowledge Brand Share Brand Loyalty [BEng] Brand Engagement Index » Recommendation level » Trusted level [BI] Brand Image Index » Perceive product and service quality » Perceive brand strength [BEI] Brand Equity Index [BK] Brand Knowledge Index » Brand Awareness » Ads Awareness ß12 ß1 ß2 ß23 ß13 ß3
  33. 33. 30 | INDONESIA 2020 Others products UAI Research, Segmentation Research, Potential Market Estimation, Consumer Habit and Behavior Research, Pre and Post Ads Evaluation, Product and Concept Test, Product Acceptance Research, Product Portfolio Research. SERVICE QUALITY MONITORING Service Quality Monitoring is measured and monitor service quality delivered to customer for service improvement Measuring Customer Need and Expectation Servi ce Stan dard Dev elopment Services Research Cycle Service Standard Implementation QualityServiceMeasuri ng Improvement Standard Service Implement ation Standard New Serv ice Satisfaction Customer MeasuringSer vice Quality Ev aluation and Im provement » Focus Group Discussion » Ethnography Research » Customer Survey » Mystery Shopping » Customer Survey » Customer Survey » CATI
  34. 34. The Urban Middle-Class Millennials | 31 Today in every political contest in Indonesia has used the concept of political marketing as a method to win and reach voters ALVARA SIGNATURE PRODUCT AND SERVICES ON POLITICAL MARKETING RESEARCH Source: Alvara Research Center, 2015 SEGMENTATION STRATEGY SCORECARD 1 2 5 3 4 IDEOLOGI Dimension of segmentation: - Demographic (age, social economy class) - Geographic - Phsycographic and behavior - Lifestyle Tua Konservatif Moderat Sekuler Dewasa Muda USIA POSITIONING - POINT OF PARITY - POINT OF DIFFERENTIATION - INTENDED IMAGE BRAND - IDENTITY - CHARACTER - TAGLINE CAMPAIGN - BROADCAST - PERSONAL - OFFLINE-ONLINE ß1 ß2 ß3 ß4 ß5 ß6 [CA] Candidate Awareness [CI] Candidate Image [CEng] Candidate Enggagement [CEl] Candidate Electability
  35. 35. PT ALVARA STRATEGI INDONESIA Jl. Tebet Raya No. 27A. Tebet – Jakarta Selatan Phone + 62 21 83786455 www.alvara-strategic.com email: research@alvara-strategic.com

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