Syahmardi Yacob, Ade Titi Nifita, Ade Perdana Siregar

Understanding Generation Y Purchase Intentions: Mediating Effects of Uniqueness Needs and Experiential Marketing in MSME Snack Consumption

Introduction

Understanding generation y purchase intentions: mediating effects of uniqueness needs and experiential marketing in msme snack consumption. Explore Gen Y's purchase intentions for MSME snacks in Indonesia. Discover how uniqueness needs & experiential marketing mediate consumer status, crucial for MSME marketing strategies.

Abstract

Micro, small, and medium-sized enterprises (MSMEs) play a vital role in Indonesia’s economic resilience, particularly in responding to global health and economic challenges. Among these, the snack food sector in Jambi Province faces increasing pressure to meet the evolving preferences of Generation Y (Gen Y) consumers, who value status, uniqueness, and engaging experiences. This study examines the influence of Gen Y consumer status on purchase intention for MSME snack products, mediated by the need for uniqueness and experiential marketing. Data were collected from 150 MSME owners officially registered with the Jambi BPOM, using stratified random sampling across three regions: Kerinci Regency, Jambi City, and West Tanjung Jabung Regency. The analysis employed SmartPLS 3.0. The findings reveal that Gen Y consumer status significantly influences both the need for uniqueness and experiential marketing. In turn, these mediating variables positively affect purchase intention. Furthermore, the indirect effects of Gen Y status on purchase intention, through both mediators, are stronger than the direct effect. These results underscore the importance for MSMEs to understand and leverage Gen Y consumers’ psychological drivers status orientation, desire for uniqueness, and experience-seeking in designing effective marketing strategies. This study contributes to the consumer behavior literature by highlighting the mediating mechanisms underlying purchase intentions in an emerging market MSME context, and offers practical implications for MSME managers to enhance competitiveness by aligning their offerings with Gen Y’s distinctive preferences.

Review

This study offers a timely and pertinent examination of Generation Y purchase intentions, a critical area given the evolving consumer landscape and the vital role of Micro, Small, and Medium-sized Enterprises (MSMEs) in Indonesia's economy. By focusing on the snack food sector in Jambi Province, the research provides a contextually rich analysis of how Gen Y consumers' inherent value for status, uniqueness, and engaging experiences translates into purchasing behavior. The clear objective to unravel the mediating effects of uniqueness needs and experiential marketing on the relationship between Gen Y consumer status and purchase intention is well-articulated, promising valuable insights into the psychological drivers underlying consumer choices in this dynamic market. Methodologically, the study appears robust. The collection of data from 150 officially registered MSME owners, using a stratified random sampling technique across three distinct regions, suggests a conscientious effort to ensure representativeness and generalizability within the specified context. The application of SmartPLS 3.0 for data analysis is an appropriate choice for investigating complex mediation models, aligning with contemporary research practices in marketing and consumer behavior. The findings are compelling: Gen Y consumer status significantly influences both uniqueness needs and experiential marketing, which subsequently positively impact purchase intention. Notably, the revelation that the indirect effects through these mediators are stronger than the direct effect provides a crucial nuance, emphasizing the profound importance of these mediating mechanisms. The implications derived from this research are substantial, offering both theoretical contributions and practical guidance. Theoretically, the study enriches the consumer behavior literature by elucidating specific mediating mechanisms of purchase intentions within the often-understudied emerging market MSME context. For practitioners, particularly MSME managers in the snack sector, the findings underscore the imperative to move beyond generic marketing and instead leverage Gen Y's psychological drivers—their status orientation, desire for uniqueness, and experience-seeking—to design more effective and competitive marketing strategies. This paper represents a valuable addition to the field, providing actionable insights for businesses striving to connect with a key demographic.

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