Marketing Communications Across Generations: Insights from Indonesia's Online Marketplaces

This study examines the dynamics of online consumer behavior in Indonesia's marketplaces, focusing on how hedonic and utilitarian browsing, alongside electronic word-of-mouth (eWOM), influence e-satisfaction and e-loyalty. Using the Technology Acceptance Model (TAM), Expectancy-Disconfirmation Model (EDM), and Social Influence Theory (SIT), it explores generational differences between Millennials, Generation X, and Baby Boomers. Data collected through online surveys reveal that Millennials and Gen X show stronger associations between browsing behaviors and positive outcomes, such as e-satisfaction and e-loyalty, compared to Baby Boomers. The study highlights the importance of tailored marketing communications, with Millennials responding to personalized, engaging content, while Gen X values practicality, and Baby Boomers prioritize trust and customer service. The research provides actionable insights for businesses to optimize strategies based on generational preferences, enhancing brand loyalty and customer satisfaction. Future studies should consider additional factors influencing behavior and evaluate the long-term impact of segment-specific marketing approaches.