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Indonesia 2020: The Urban Middle Class Millenials

Authors:
INDONESIA 2020:
e Urban Middle-Class Millennials
Penulis: Hasanuddin Ali • Lilik Purwandi
Tim Riset: Harry Nugroho • Anastasia W. Ekoputri • Tauqul Halim
Februari 2016
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About AlvaraResearch Center
Table of Contents
About AlvaraResearch Center ...................................................................................................................................................................................1
INDONESIA 2020: The Urban Middle-Class Millennials .............................................................................................................................5
Penduduk Urban ...............................................................................................................................................................................................................6
Urban population .............................................................................................................................................................................................................6
Penduduk Kelas Menengah .......................................................................................................................................................................................9
Residents of the Middle Class ...................................................................................................................................................................................9
Penduduk Muda .............................................................................................................................................................................................................13
Young population .........................................................................................................................................................................................................13
Wajah Indonesia 2020 ................................................................................................................................................................................................16
Indonesia Faces 2020 ..................................................................................................................................................................................................16
IMPLIKASI ............................................................................................................................................................................................................................19
IMPLICATIONS ..................................................................................................................................................................................................................19
Marketing dan Bisnis ...................................................................................................................................................................................................19
Marketing and Business ............................................................................................................................................................................................19
Kehidupan Sosial dan Budaya ...............................................................................................................................................................................21
Social Life and Culture ................................................................................................................................................................................................21
Pekerjaan dan Enterpreneurship .........................................................................................................................................................................24
Employment and Entrepreneurship ..................................................................................................................................................................24
Kehidupan Keagamaan .............................................................................................................................................................................................25
Religious life ......................................................................................................................................................................................................................25
Penutup ...............................................................................................................................................................................................................................26
Closing .................................................................................................................................................................................................................................26
EPILOG ..................................................................................................................................................................................................................................28
GEN-Z: Anak Kandung Internet ............................................................................................................................................................................28
GEN-Z: A child of Internet ........................................................................................................................................................................................28
Referensi ..............................................................................................................................................................................................................................31
PROFIL PENULIS .............................................................................................................................................................................................................32
The Urban Middle-Class Millennials | 5
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 signikan yang ada di Indonesia.
Secara Ekonomi, World Economic Forum tahun 2015
memprediksikan Indonesia di tahun 2020 akan
menempati peringkat 8 ekonomi 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:
e Urban Middle-Class Millennials
Predicting and reading the future of Indonesia
is very attractive. Various data and analysis
show that in the long term, the momentum of
Indonesia is determined on the conditions in 2020.
Not just because of the presidential election that
will be conducted in 2019, but the data estimation
from various sources indicate that 2020 will be a
milestone of signicant changes 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) will continue to grow until 2019
which is predicted to reach 133.5 million users and
in 2020 will be reached 140 million users. This is a
fantastic growth.
6 | 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
Number of users in millions
Show further information ©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
Statistics Data Source
Alvara Research Center tries to predict the face of
Indonesia 2020. The face Indonesia in 2020 at least
we can see from the various phenomena that the
seed is already happening today. At least three
phenomena can explain the face of Indonesia in
2020 is shifting Urban-Rural Composition, middle-
class population, and the composition of the
young population.
Urban population
Indonesian nation rst is known as agrarian
nation with the majority of the population lives
in villages and works in agriculture. BPS data
showed Indonesia’s population shifting from
rural communities (rural) to urban areas (urban).
According to the Population Census (SP) by BPS
in 2010 shows the composition of Indonesia’s
population living in cities has reached 49.8%,
and will be more and more in the years to come.
By 2020 the urban population is projected to
The Urban Middle-Class Millennials | 7
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
yaitu pertumbuhan penduduk perkotaan,
urbanisasi, dan reklasikasi desa perdesaan
menjadi desa perkotaan. Urbanisasi dan
reklasikasi 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.
reach 56.7% and the year 2035 will reach 66.6%.
Compared with major countries in South East
Asia such as Thailand, Malaysia, Vietnam and
the Philippines, the composition is only defeat
of Malaysia with the composition of the urban
population in 2014 has reached 74%.
In addition to the population of Jakarta is a 100%
urban population, the population of West Java
Province will follow soon. Based on the Census of
Population (SP) in 2010, the proportion of urban
population in West Java has 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
the year 2035. Residents of the Java Island have the
greatest percentage of urban population compared
to other island.
There are at least three reasons why the rate of
urban population growing in Indonesia, namely
the urban population growth, the urbanization,
and the reclassication of rural village into an
urban village. Urbanization and reclassication of
rural villages into urban villages thought to be the
main cause of the high rate of rural population
who becoming urban residents. Many people who
have higher education are also a major cause of
urbanization, because they are reluctant to return
to the place of origin. The reluctance was due to
the lack of 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 a more modern urban.
8 | INDONESIA 2020
Pic 2. Percentage of Population (Indonesia, West Java, Central Java and East Java)
Source: BPS
Perubahan komposisi penduduk desa-kota bukan
sekedar perubahan geogras 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
Jawa Barat
49,8 53,3 56,7 60,0 63,4 66,6
Jawa Tengah Jawa Timur 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 PENDIDIK AN
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
Changes in the composition of the village-town
are not only a geographical change, but also a
change 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 Muslim City: Passion of Urban
Muslim Religiosity”, we have delivered the last ve
distinguishing features of rural communities and
urban communities.
The Urban Middle-Class Millennials | 9
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 Auent
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 shifting in the rural to an
urban society is the traditional values slowly but
surely will be increasingly marginalized by urban
culture. Communal society once will become
individualists, people who used to be simple
become a consumerist society, a society which was
once a conservative-minded people become more
open and modern.
Residents of the Middle Class
The phenomenons of the middle class today
become the studies of the various parties. Since
the last three years the Indonesian middle class
discourse decorates various studies and news
headlines. The middle class became one of the
economic locomotives in Indonesia, because the
strength of its purchasing power. According to the
Asian Development Bank (ADB) 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 a range
of expenditure per capita per day $ 2 to $ 4), and
middle-midleclass (with per capita per day $ 4 to $
10) and upper middleclass (with spending per capita
per day $ 10 to $ 20).
The number of the Indonesian middle class is
fantastic, BCG in the report mentioned the year
2012 the number of MAC (Middle-Class and Auent
Consumers) in Indonesia amounted to 74 million
people, and the more conservative McKinsey said
Indonesia’s middle class by 2012 as many as 45
million people. Some domestic institutions even
mention the more fantastic amount; according to
them at least 141 million people in Indonesia are the
middle class in 2020.
10 | INDONESIA 2020
BCG membagi kelas menengah menjadi 4
kategori yaitu middle, upper middle, auent 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, auent, and elite consumers
74 million MACs in 2012 141 million MACs in 2020
Elite
Auent
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 Auent Consumers) in Indonesia
Source: BCG Analysis
BCG divides middle class into four categories, namely
middle, upper middle, auent and elite. Middleclass
shifting from 2012 to 2020 happens more on middle
and upper middle class who was originally the
middle totaled from 41.6 million to 68.2 million and
the upper middle from 23.2 million to 49.3 million. If
those predictions come true, the number of middle
class Indonesia in 2020 will be 52%.
If terms of the number, based on the ADB estimation
with reference of the criteria, the middle class are
those who have spent $2 to $20 as expenditure
per capita per day, then in 2020 and 2030 the
population of the Indonesian middle class will
be lost in number only from India and China. In
Southeast Asia, Indonesia’s middle class population
is the largest since 2010, followed by the Philippines,
Vietnam, Thailand and Malaysia. It is an encouraging
achievement that would mark Indonesia’s economic
development and progress in the future.
The Urban Middle-Class Millennials | 11
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 signikan
dari tahun 1999 (lihat gambar 5). Dan tentunya
jumlahnya akan bertambah lagi karena terus
bergeserkan 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
Most of Indonesia’s middle class live in urban areas,
it is quite reasonable because the city is a center
of industry and economic movements. ADB (2010)
reported that in 2009 the majority of the Indonesian
middle class live in urban areas and the number
increased signicantly from 1999 (see Pic 5). And
of course, the number will increase further due to
continued movement of Indonesian population
from rural to urban population.
Why middle-class is important? Historically, the
middle class in many countries has always been the
motor changes primarily associated with economic
and social change. They are the growth engine
(engine of growth) because they already have
enough purchasing power so that capable of being
the economic booster of the consumption site; they
also have an upper level of lifestyle among most
12 | 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
Auent (>=$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. The middle class are the people who have
the resources, it can be seen from the ownership of
the goods such as ownership of electronic goods
(smartphone, laptop, tablet, TV, etc.), the ownership
of nancial products (credit cards, savings products
and investment) as well as the number of motor
vehicles and car ownership.
The middle class also has the characteristics of the
educated; they have enough stock of knowledge
so that their articulations of thought are pretty
good. They are critical and with no hesitation
expressing their personal opinion related to social
issues surround them. In the modern world, the
role of the middle class as an economic trigger and
social changes will be more visible along with the
development of internet coverage which is wider
and faster, and the existence of social media that
make the middle class more and more connected.
The Urban Middle-Class Millennials | 13
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 demogras (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
demogras 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-sekarang
Millennials
Gen-Xer Gen-Z
Young population
More than 33% of Indonesia’s population in 2015
was young population aged 15-34 years, even for
urban areas such as Jakarta young population could
reach more than 40%. They will be further known as
the millennial generation.
Who is Millennial Generation? After World War 2,
a demographic group (cohort) divided into four
generations, namely the baby boomer generation,
Generation X (Gen-Xer), millenials generation and
generation Z. The baby boomer generation is the
generation who was born after the Second World
War (currently aged 51 up to 70 years). Known as
the baby boomer generation since the birth of
the baby was very high in that era. Generation
X is the generation that was born in 1965 to
1980 (currently aged 35 to 50 years). Millenials
generation is the generation born between the
years 1981-2000, or is currently aged 15 years to
34 years. Millennials generation (also known as
the Millennial Generation or Generation Y) are the
demographic groups after Generation X, while the
Z generation is the generation that was born after
the year 2000 to the present.
14 | INDONESIA 2020
Piramida Penduduk Indonesia 2020
Laki-laki Perempuan
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 in 2020 will be in the age range
of 20 to 40 years. The ages are childbearing age that
will be the backbone of the Indonesian economy.
According to data from the Central Statistics Agency
(BPS), Indonesia’s population aged 20 to 40 years
in 2020 allegedly amounted to 83 million people
or 34% of the total population of Indonesia that
reached 271 million. The proportion is greater than
the proportion of generation X which amounted to
53 million people (20%) as well as the baby boomer
generation who only left 35 million people (13%).
Each generation has their own characteristics and
character. 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 other generations.
The Urban Middle-Class Millennials | 15
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 boomers, so that the values that are taught
by baby boomers bit much still attached to the
Gen-Xer. This generation has started modern and
not as conservative as baby boomers because the
technology has begun to develop. This generation
is the generation of transition due in 1960 and 1980
which is a transition to a more modern technology.
Millennial generation is unique, and dierent from
the other generations. It is heavily inuenced by
the rise of smartphones, the spread of the Internet
and the rise of social networking media (social
media). Those three inuenced mindsets, values and
behaviors that are adopted.
Millennial generation is “technology saavy”.
The research results that were released by the
Pew Research Centersecara simply describe the
uniqueness of the millennial generation than
previous generations. What is striking from this
millennial generation than the previous generation
is about the use of technology and pop culture /
music. The lives of the millennial generation can
not be separated from technology, especially the
Internet, entertainment / amusement has become a
staple for this generation.
The ndings of our research in Alvara Research
Center about survey of Internet usage in Indonesia
in 2015 also support similar things. Pic 8 shows that
the Millennial Generation Internet consumption
is higher than the gen-Xer, especially in younger
millennial generation (15-24 years). 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 shows increasingly the younger the
higher the consumption of internet. This means that
the Internet has become a staple for generations
Millenials for communication and self-actualization.
16 | 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
Auent 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 Faces 2020
Face of Indonesia in 2020 will be determined
above the conuence of three entities 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 refer to them as
The Urban Middle-Class Millennials.
Prediction conducted by CBS show in 2020 the
urban population will reach 56.7% and by 2035 will
reach 66.6%. BCG Prediction mention the number
of MAC (Middle-Class and Auent Consumers) in
2020 will reach 141 million people, while the middle
class McKinsey predicts Indonesia in 2030 reach 130
million people.
Meanwhile, the number of millenial generation of
Indonesia in 2020 will only slightly dier from the
number now, even relatively constant at the gure
of 35%. Millennials in the year 2020 will be the
golden peak of their lives both in terms of personal
and community 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
The Urban Middle-Class Millennials | 17
Populasi masyarakat urban middle-class millennials?,
Secara pasti belum 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
BCG. 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 population of the urban middle-
class Millennials? Certainly, no agency can tell
about the exact number of the urban middle-class
millenials population. On this occasion, Alvara
Research Center tries to predict the number of
urban middle-class millenials population using
secondary data from BPS and BCG. As previously
mentioned, urban population in Indonesia in
2020 based on Predictive BPS is 56.7% or 154
million people, the middle class population is 141
million inhabitants, and a population of 86 million
millenials generation. The theory of comparison
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 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 middleclass urban: rural
middleclass is 70:30 (referring to ADB). Within the
theory of comparison, it can acquire the projections
of urban middle-class millenials population in 2020
amounted to 35 million people or 13% of Indonesia’s
population in 2020 which is projected at 271 million.
Total Millennials: 141 Million
41 14 27
35
64 10
32
Pic 9. Projection of urban middle-class millennials population in Indonesia 2020
18 | 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. G o-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 terkirkan
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 condence, mereka ini orang
yang sangat percaya diri, berani mengemukakan
pendapat dan tidak sungkan-sungkan berdebat
di depan publik. Karakter tersebut terkonrmasi
jika kita melihat generasi millennials tak sungkan-
sungkan berdebat melalui media sosial.
Then, how about the traits and characteristics of
urban middle-class Millennials? We conclude that
there are at least three main characters of the urban
middle-class millenials. We call 3C. The rst C is
Creative, they are ordinary people who think out of
the box, rich in ideas and are able to communicate
ideas brilliantly. Millennials is a creative generation;
one of the evidence is the growing of start-up
industry and other creative industries that were
hatched by youngster. Go-Jek is a result of millenials
generation creativity that is out of the box. Nadiem
Makarim, the founder, is the generation of millenials
who was born in 1984. It used to be unthinkable to
professionalize ojek, but in Nadiem Makarim hands
ojek professional turn into a booming business and
followed by the other ojek professionals such as
grabbike, bluejek and ladyjek.
The second C is Connected; they are individuals
who are good at socializing, especially in the
communities that they are joining, also active in
social media and the internet. Millennial generation
is very uent in using facebook, twitter, path,
instagram or other social media. Social media and
the internet have become a necessity.
The third C is Condence, they are very condent,
have bold expression and will not hesitate to argue
in public. The character is conrmed if we look at the
generation of millenials who argue in social media
with no hesitation.
The Urban Middle-Class Millennials | 19
IMPLISI
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 urban middle-
class Millennials? As a social entity with a sizeable
amount of its existence in Indonesia 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 direction. 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
totaling 35 million people is a niche market which is
worth to be won.
Pic 10. Urban middle-class millenials Characteristics [3C]
CREATIVE
(BRAIN)
CONFIDENCE
(BELIEF)
CONNECTED
(BEHAVIOR)
The Urban
Middle-Class
Millennials
20 | 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 print media
that are only considered suitable for the older
generation. Further, products advertising through
video content on the Internet and other digital
marketing will become a necessity.
Urban middle-class Millennials are a generation of
“kepo”, before deciding to purchase a product, rst
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
a word of internet or word of social media. The
research results of Alvara Reseach Center in 2015
found that the most wanted information about the
products that was searched by millenials generation
on the internet is the information about price,
product features, followed by promotion programs
and customer reviews.
The explosion of gadgets and internet
consumption by urban middle-class millenials
directly or indirectly impact on the selling channel
sales. 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, not only online shops, but also forums,
social media and messenger group are also widely
used as a selling channel. Skyrocketing number
of internet usage to 140 million users in 2020 is
certainly an indication of the more encouraging
development of online channel.
Urban middle-class Millennials is a social community
who are literate and adaptable of technology. They
tend to using technology to facilitate all of their
activities, not to mention shopping activities. With
advances in technology make this generation’s
way of payment increasingly cashless (tend not
to bring money). Ease of shopping payment via
debit card, credit card, e-money, internet banking
The Urban Middle-Class Millennials | 21
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 geogras 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
or other easy payments are 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 shifted to
the modern means of payment.
Social Life and Culture
The advent of technology (gadget and internet),
geographical changes and changes in purchasing
power slowly but sure have changed the behavior
and values which is embraced by humans. Urban
middle-class millenials are people who have
behavior and values that are unique due to the
attachment of the three entities. The urban middle-
class millenials is young people who are open
(open-minded), individualism and multicultural
society so that the new cultures rising.
Changes in social phenomena of future generations
can be reected from the social phenomenon of
urban middle-class millenials today. Individualist
character of the community in the future can be
seen from Pic 11. Although they gather, gadgets
are still in their hands, immersed in their own world
is a necessity of the future society. Gadgets are not
22 | INDONESIA 2020
only technology, but also a friend. It seems like a day
without gadgets is impossible.
The results of our observations, when we observe
the behavior of the Millennial Generation who are
hanging out in the café or at the malls, showed
similar results. From our observations although they
gather with their friends and their community, the
gadget can not get out of hand and their sight. They
chat while holding and looking at their gadget.
In urban communities, social status is important.
Visa in his 2012 research showed that the career
achievement symbolized by the decent house
and car and in the future, it will become a symbol
of social status in society. A successful career will
enhance the status in society. This phenomenon can
be observed in the community surround you.
Another emerging culture is a culture of sele and
narcissistic. The development of smartphone camera
technology is one of the emergences which caused
the phenomenon of sele and narcissistic, especially
when it comes up with the feature of a front camera
in smartphone that shows photogenic sele results.
Sele and narcissistic is no longer a phenomenon
but in the future will become a culture. In addition
to the development of smartphone cameras, advent
of social media development is also a trigger.
After doing sele and narcissistic, they will directly
upload to social media. The interesting places turn
into a spot of sele and narcissistic. They are not only
sele in places such as malls, cafes, tourist spots and
even religious place. Sele and narcissistic indirectly
raises another social phenomenon, in other word
the immense number of visitors in tourist places.
For urban communities, vacation has become a
necessity due to the solid work. They require a short
refresh time. Visit tourist attractions not only for the
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. Visa dalam hasil tahun
2012 risetnya 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 sele
dan narsis. Berkembangnya teknologi kamera
smartphone salah satunya mendorong munculnya
fenomena sele dan narsis, apalagi saat ini
mencul smarphone dengan keunggulan kamera
depan sehingga menghasilkan hasil sele yang
fotogenik. Sele dan narsis bukan lagi fenomena
tetapi kedepan akan menjadi suatu budaya. Selain
perkembangan kamera smartphone perkembangan
munculnya sosial media juga menjadi trigger.
Setelah bersele dan bernarsis ria, mereka langsung
mengunggah ke sosial media. Tempat-tempat
menarik menjadi spot sele dan narsis. Mereka
tidak hanya sele di tempat-tempat seperti mall,
café, tempat wisata bahkan ditempat ibadahpun
mereka bersele ria. Sele 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.
Mereka membutuhkan waktu refres sejenak.
The Urban Middle-Class Millennials | 23
holidays. Take pictures sele and narcissistic in a
tourist spot, especially when they travel aboard is a
pride for them.
Other social implications are the fading of traditional
culture identity. The shifting of rural communities to
urban in the future will bring repercussions on the
values of the local culture. The shifting of rural-urban
society also means shifting of monocultural society
into a multicultural society. Urban middle-class
millenials groups will accelerate this shift process.
Moreover, added the character of those who
openminded, local culture will be quickly eroded by
modern culture.
Kerkunjung ke tempat wisata bukan saja untuk
liburan. Berfoto sele 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 rurak 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. Sele Culture
24 | 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 condent,
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
periode ekonomi, tahapan ekonomi kedepan
Pic 13. Economic Period
Ekonomi
Pertanian
Ekonomi
Industri
Ekonomi
Informasi
Ekonomi
Kreatif
Employment and Entrepreneurship
There is a striking dierence in the paradigm
between Generation X and the Millennial
Generation related to the world of work. Generation
X saw 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 points of success.
Despite the Millennial Generation success in the
world of work is when they can be hired from one
company to another, for them the more workplace
and positions means that they are capable enough
in the company.
A study conducted by UXC Professional Solution,
showed the virtue of Millenneal generation at work
than previous generations is related to the ability
of using technology and their adaptation, but the
Millennial Generation also has drawbacks 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 condent people, according
to Visa (2012), this generation also has the character
of ambisious related to achievements and ideals.
The characters cause repercussions on the world
of work and enterpereneurship. In a period of
economic stages, future economic stage is the
The Urban Middle-Class Millennials | 25
period of the creative economy. So the role of the
urban middle-class millenials can not be ignored.
They will be the trigger for the future of Indonesia’s
creative economy. Knowingly or not, other trends
of millenials generation are the more comfortable
working environment will accommodate freedom of
expression and work.
Religious life
As mentioned earlier in the introduction, one of
the characteristics of urban communities are more
prone to public education, especially middle-class
society. Although now there are many integrated
school, which combines general education and
religion, still, the numbers are quite small, still far
behind the number of public schools. That situation
will certainly have implications for a future of their
religious life and religiosity in Indonesia generally.
Nearly 90% of Indonesia’s population is Moslem, so
the future of diversity in Indonesia is determined
by religious Muslims face. Alvara Research Center
research results on the research of Muslim religious
cities in 2015, found that the majority of the Muslim
community of the city (57.3%) is the cultural Islam
community with moderate thinking, but the
number could be reduced again in the coming
years. The cultural Islam community prefers to
perform religious rituals communally, for example
by tahlil together, commemorating the birthday of
the prophet together, study together, pray and zikr
together, etc.
The urban middle-class Millennials society are a
society who are individualistic and put the wealth
above all else. With a character like that, then it is not
impossible that people would switch from cultural
Islam to the products of Islamic puritan religiosity
tends to carry more individualistic or even become
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
ke produk islam puritan yang lebih mengusung
26 | INDONESIA 2020
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.
Penutup
Wajah Indonesia di tahun 2020 sedikit banyak
ditentukan oleh wajah masyarakat urban middle-
class millennials. Memenagkan 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
secular and indierent to their religious life itself.
As we know more puritanical Islam tend not to do
dhikr together after the prayer, not commemorating
the birthday of the prophet as a heretic, etc., so the
concept ts with their individualistic character.
From Kyai to Internet. Long ago, Kyai is the main
reference in the religious life of Muslims. With the
advent of the internet and social media is not likely
future reference of religious knowledge puts the
Internet as a reference will be used more. With
reference from internet, religious sciences are
becoming more open, of course, the urban middle-
class millenials who have an open and rational
thought would make the Internet as an alternative
source of knowledge. Next, the debate about the
validity of religious thought and religious rituals will
be more dynamic. Will the face of Islam remain calm
or turn into a erce, less inuenced by public debate
politeness, urban middle-class millenials generation
is a literate generatin also the most active on the
internet and social media.
Closing
Face of Indonesia in 2020 more or less will be
determined by the face of the urban middle-class
millenials. Winning Indonesia 2020, must be winning
the urban middle-class millenials, because this
segment will determine the progress of Indonesia
by 2030. By knowing the character of course, will be
easier to win this niche market segment.
After the millennial generation, not to be forgotten
is also the generation Z (Gen-Z). This generation
is a “child of the internet” which is a determinant
of progress as a relay holder of Indonesia after the
The Urban Middle-Class Millennials | 27
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.
generation of millenials. This generation has its own
character and his world because Gen-Z is a digital
native, unlike the previous generation which is a
digital immigrant.
So now please welcome the presence of the urban
middle-class millenials, and next is the presence of
digital native generation.
28 | 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, klasikasi 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 denisi William J. Schroer diatas
maka GEN-Z saat ini adalah penduduk yang berusia
4 – 21 tahun. Karena terlalu lebar maka saya lebih
suka mempersempit GEN-Z adalah Generasi yang
EPILOG
GEN-Z: A child of Internet
GEN-Z, what are these creatures? Indonesia today
has not nished discussing about the Millennial
Generation, in other parts of the world, there has
started bustling discuss about Gen-Z, a generation
with no ocial name yet. When the GEN-Y formally
agreed about the name of Millennial Generation, the
experts still do not agree about the suitable name
for the GEN-Z.
Nickelodeon in 2013 use the terminology of post-
millennial generation, the others mention them
as Igen, Gen Wii, Net Gen, etc. Turner brodcasting
Media at the site adweek.com mention in January
2016 GENE-Z called as a pluralist Generation.
So who is actually GENE-Z’s? To answer this, we
need to step backward to trace several generations
before the advent of GEN-Z. Citing articles from
William J. Schroer in socialmarketing.com, common
intergenerational classication is based on Cohort,
the period of the birth. Boomers generation is
divided into two namely the generation of Baby
Boomers born 1946-1954, Generation Boomers II
or Generation of Jones who were born from 1955
to 1965. After that, the so-called Generation X were
born in 1966-1976 and then Generation Y or the
Millennial Generation, born in 1977-1994. Later,
the generation who was born in 1995-2012 called
Generation Z or easier abbreviated as GEN-Z.
Using the denitions of the William J. Schroer,
GENE-Z is the population aged 4-21 years. Since it
is too wide then I would rather narrow the GEN-Z
is the generation who was born after 2000. Using
The Urban Middle-Class Millennials | 29
lahir setelah tahun 2000. Dengan menggunakan
denisi 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 lm 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.
this denition, the GEN-Z are those who are still
teenagers, between 12 to 18 years.
In the context of Indonesia based on BPS current data
estimates Indonesia’s 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 the range of 20% of the US population.
Various studies which were conducted in the world
demonstrate the unique characteristics of the
GEN-Z. They arguably are the rst-born generation
who are already familiar with the internet. In
contrast to previous generations called digital
immigrant, GEN-Z is the rst generation that is
legally and convincingly can be referred to a digital
native, a generation that was born and has become
a global citizen.
For example, recently our children, toddlers, watch
no longer cartoon movie on TV or VCD, but already
use gadgets such as a smartphone or tablet. Parents
now have to deal with their whining children who
are still in elementary school, but they can access
the internet or just watch the video on youtube.
GEN-Z internet consumption is higher than in
previous generations. A study which is conducted
by Refuel Agency published in adweek.com in
December 2015 showed GEN-Z prefers websites
and social media that contain entertainment
compared to the Millennial Generation. For example,
the proportion of GEN-Z who access youtube and
instagram is higher than the Millennial Generation,
while the Millennial Generation prefer Facebook.
30 | 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 mengkonrmasi 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 very active on the internet, GEN-Z is
quite protective and introvert in voicing his opinion
in social media. A study whis is done by the Pew
Research Center revealed more than half (57%)
GENE-Z was reluctant to post anything on social
media that are likely going to bother them in the
future. Perhaps, this is because of most GENE-Z is the
resulting product of intermarriage GEN-X which is
the generation of a transition 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 rarely found in social media such as Facebook
and Twitter, although they have an account on
Facebook, but they are just passive. They consider
Facebook and Twitter 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 which are conducted
by Alvara Research Center in 2015 conrmed this.
The use of messenger at the age of 15-18 years is
higher than in other ages.
The happening implication is surely dicult to
recognize and approach the GEN-Z, we could not
use the authoritative ways anymore, we must use
adaptive or even participatory to approach them.
Adaptive means a exible and horizontal approach,
while participation means embrace and provide
space for them to express themselves.
The Urban Middle-Class Millennials | 31
Referensi
Alvara Research Center.(2015). The Potraits of Urban Moslem: Gairah Religiusitas Masyarakat Kota”.
Asian Decelopment Bank.(2010).”Key indicators for Asia and the Pasik-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_auent_consumers/?chapter=3.
http://www.statista.com/topics/2431/internet-usage-in-indonesia.
32 | INDONESIA 2020
PROFIL PENULIS
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 eld of research, graduated from ITS Statistics,
his career began in the eld 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 rm 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.
... Dalam penelitian ini, subyek yang merupakan pekerja milenial dikenal sebagai generasi "kutu lompat" di tempat kerja. Hal ini dikarenakan mereka memiliki standar tertentu atas pekerjaan sehingga cenderung tidak bertahan lama di sebuah perusahaan [24]. [26] juga mengemukakan hasil bahwa worklife balance secara sebagian berpengaruh signifikan terhadap kepuasan kerja karyawan di kota Malang, Indonesia. ...
... ia digital sebagai media untuk mendapatkan informasi, hiburan, edukasi, dan sebagainya. Sejalan dengan itu, generasi milenial oleh sebagian besar masyarakat memang dikenal sebagai generasi digital. Menurut Deal dkk. (2010), generasi milenial memang lebih unggul dalam pemanfaatan teknologi media digital bila dibandingkan dengan generasi sebelumnya. Purwandi dkk. (2016) juga menyatakan hal yang sama bahwa salah satu ciri dari generasi milenial adalah "connected" yang dapat diartikan bahwa generasi milenial merupakan generasi yang aktif menggunakan media digital dan media sosial. Pernyataan tersebut memperkuat bahwa generasi milenial akan lebih memilih dan menyukai berbagai pemanfaatan teknologi digital ...
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This article discusses marketing strategies related to the services of prospective millennial students through creative digital brochures based on local wisdom for Universitas Terbuka, Indonesia. The content in the existing printed brochure does not match the characteristics of millennial students and does not yet display the locality. As a solution, digital brochures can be a new medium for presenting products offered by universities as a cutting-edge innovation. Therefore, this research was conducted to design a creative digital brochure that contains local wisdom. In-depth interviews with prospective millennial students and the marketing team were conducted to obtain appropriate design input. Comprehensive results were obtained through this research which included components, the procedure, and design of creative digital brochures that are more attractive, and persuasive, and have the potential to increase the interest of the millennial generation in choosing Universitas Terbuka. The presence of this creative digital brochure can be an alternative branding tool to persuade the wider community, especially the millennial generation who are one of the main target markets.
... Kedua, kaum milenial memiliki tingkat kepercayaan diri yang tinggi sehingga selalu terbuka kepada siapa pun dan kapan pun untuk berdialog dalam membahas persoalan, sekalipun itu di ruang publik. Ketiga, kaum milenial merupakan kelompok yang suka membangun jaringan dan kerjasama dengan berbagai komunitas dan memiliki kemampuan tinggi untuk memanfaatkan ruang-ruang sosial/media sosial (Ali & Purwandi, 2016). ...
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The United Development Party (PPP) is one of the contestants in the general election since the new order era until the current Reformation era. In the course of politics in Indonesia, PPP as a party with Islamic nuances has never been the main winner in every election, even though the majority of Muslims in this country. This reaserch aims to reveal about the implementation of the 2019 general election and to elaborate on several events related to the United Development Party (PPP), so that it has an impact on the position of its vote acquisition in the 2019 general election. This study uses a historical qualitative research method. The data was obtained through a study of literature sharing in the form of books and journals. The results showed that PPP set a target to win 8% of the vote at the national level. To achieve this target, PPP has taken several strategies, including: visiting Islamic boarding schools, approaching the millennial generation, introducing new brands, and supporting the Joko Widodo and Ma'ruf Amin couple. However, PPP's hopes of gaining victory could not be realized because it faced several obstacles, namely: PPP's internal divisions, cracking at the ballot box, lack of public figures, and corruption cases. Some of these factors made PPP the party that took the last position in the vote that was declared to have passed as part of the members of the House of Representatives of the Republic of Indonesia.
... According to Howe and Strauss (2007), generation Y or millennials is a generation born from 1982 to 2004. Generation Y is known as a generation that has characteristics such as being close with technology, creative, innovative, actively explores new things, easily bored, apathetic, individualistic, egocentric, and difficult to be loyal and committed to their work (Ali & Purwandi, 2016;and Oktariani et al., 2017). ...
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This study aims to: 1) To find out the description of job satisfaction, work-life balance, and turnover intention of generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta, 2) To find out the effect of job satisfaction on turnover intention of generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta, 3) To find out the effect of work-life balance on turnover intention of generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta, 4) To find out how much the contribution of job satisfaction and work-life balance to turnover intention of generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta. This research was conducted on 104 generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta. Data collection technique using survey methods by distributing questionnaire which then processed with SPSS software version 25. This research used descriptive and explanatory analysis. The result of this study shows that the level of job satisfaction and work-life balance of generation Y employee in the real estate industry in Kebon Sirih, Central Jakarta are low, the level of turnover intention of generation Y employees in the real estate industry in Kebon Sirih, Central Jakarta is high, job satisfaction has a negative and significant effect on turnover intention, work-life balance has a negative and significant effect on turnover intention, and the model of job satisfaction and work-life balance can predict turnover intention of generation Y employee in the real estate industry in Kebon Sirih, Central Jakarta.
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One of the educational environments that play a major role in children's education from an early age is the family environment. Nowadays, the rapid development of technology makes many values ??and norms change, both positive and negative. These changes indirectly require parents to be able to adjust parenting patterns according to the demands of the times. 21st century thinking skills in this case become one of the skills that must be introduced to students from an early age. Responding to the increasingly complex challenges of authoritarian, permissive, and democratic parenting that may have been effective at that time, may no longer be relevant to use in the digital era as it is today. Referring to these conditions, this study aimed to analyze the role of millennial parenting on students' critical thinking skills. This study uses a library research method through qualitative research by reviewing the literature relevant to this topic. The results of the study show that the role of millennial parents' parenting has an impact on shaping 21st century thinking skills.
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The objective of the present study is to find the effects of Area of Residence, family structure on Adolescents' perceived parenting styles. A demographical study in Andhra Pradesh. Background: The rural population is more homogenous in social, racial, and psychological traits that negatively correlate with heterogeneity. (Most are agriculturists are directly connected with agriculture). More heterogeneous than rural. Urbanity and heterogeneity are positively co-related (Different population types are seen in cities, different places, religions, caste, class race, community, economic and cultural differences, occupations, and behavioural patterns are also different). Family structure is in the form of two types. Nuclear and joint families differ in the support that each inherently offers, affecting adolescents' behaviour. Method: present study sampled 1208 male and female high school seniors from three schools in Andhra Pradesh and Area of residence, family structure relationship to parenting styles. Seniors completed a demographic survey that gathered family structure information and the number of disciplinary incidents, and they also completed a parenting style survey that measured parents parenting modes. R.L.Bharadwaj seven parenting styles tool administered to respondents in order to find the middle adolescents perceived parenting styles. Conclusion: the study found that adolescents from urban and rural, semi-urban showed a significant difference in lenient standards and moralism practices. Analysis revealed that adolescents living with joint and nuclear families using a neglecting parenting style were less likely to receive disciplinary incidents compared to adolescents living with joint family structure. Previous research suggested that an authoritative parenting style tends to benefit adolescents regardless of the family structure. Implications Present study results summarize that area of residence (Rural, Urban, and Semi-urban) showed significant differences in Andhra Pradesh middle adolescents' perceived parenting styles. The study implies that nuclear family middle adolescents perceiving parenting style significantly differed on neglecting to a parent than joint family respondents perceiving parenting style.
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Hijrah process in Indonesia has evolved along with social media development, especially Instagram and YouTube that targetting certain generation groups. Islamic information on social media is also widely accessed by the public, especially millennial Muslims. Islamic information access is part of the look for the millennial Muslims identity in Medan, North Sumatra. This study analyzed aspects about using Islamic content, especially focusing on the Expectancy Value Model by Palmgreen about motive and media consumption satisfaction by the public. Using a phenomenological approach, the main finding of this study is that social media users access Islamic information actively based on the need for convenience in learning religion. The social media choice to access is dominated by Instagram and YouTube because they are more popular for millennial people. The look for millennial Muslim identities forms a relatively instant religious style because they position themselves more as consumers. Meanwhile, based on the value model expectation, two important things were found. First, the driving force of religious information consumption on the basis of an algorithm in which users are presented not only on the basis of searching for needs but also taken for granted that social media displays what is their consumers taste. Second, user satisfaction arises because the content that is accessed in terms of appearance, topics to diction is indeed targeting millennial Muslims who tend to be practical and ready to serve.
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Extreme sports are sports that have challenges that must be faced with a high level of difficulty with a greater risk of accidents than sports in general. Skateboard is one of the extreme sports groups that are currently developing among teenagers. Skateboarding actually has the risk of fatal injuries to the limbs for skaters. They must give up their bodies which often fall during each exercise. Departing from this phenomenon, this study is interested in designing the design of user safety when skateboarding by combining apparel products with existing protectors to overcome minor injuries due to collisions while skateboarding to make it more practical and easier to use. This research conducted a case study method and analyzed by Divergent (analyzed Divergent) and Convergent Thinking Concepts, thus the design is delivered using the SCAMPER design method. The product designed (design) contains a safety function in the knees that assists the skateboarding activity and is applicable to the trends of the skater lifestyle.
Key indicators for Asia and the Pasifik-The Rise of Asia' s Middle Class
Asian Decelopment Bank.(2010). "Key indicators for Asia and the Pasifik-The Rise of Asia' s Middle Class".
Proyeksi Penduduk Indonesia
  • Statistik Badan Pusat
Badan Pusat Statistik.(2013). "Proyeksi Penduduk Indonesia 2010-2035". Jakarta.
Millennials a Potrait of the Generation Next
Pew Reseach Center.(2010). "Millennials a Potrait of the Generation Next".