Generational Differences in Perceived Promotion Mix Effectiveness on Shopee: Evidence From Generation X, Y, and Z Consumers in Indonesia

Abstract

Background: The increasing competition in e-commerce requires platforms to implement adaptive promotion strategies across consumer segments. However, differences in generational perceptions toward promotion mix strategies remain underexplored, particularly in the context of Shopee users in Indonesia.
Purpose: This study aims to analyze cross-generational perceptions toward Shopee’s promotion mix and identify differences among Generation X, Generation Y, and Generation Z consumers.
Design/methodology/approach: A quantitative approach was employed using survey data from 165 Shopee users in Jabodetabek. Data were analyzed using the Kruskal–Wallis test to examine perceptual differences and Biplot analysis to visualize perceptual proximity toward promotion mix dimensions.
Findings/Results: The results indicate significant generational differences in personal selling and public relations, while advertising, sales promotion, and direct marketing show relatively similar perceptions. Generation Z emerged as the most responsive cohort toward interactive and socially driven promotion strategies, particularly live streaming, influencer marketing, customer reviews, and social media communication. Generation X preferred personalized and informative direct marketing, while Generation Y demonstrated relatively neutral promotional preferences.
Conclusion: Promotion effectiveness in e-commerce is influenced by generational characteristics, particularly regarding interactivity and social engagement. Therefore, Shopee should implement differentiated promotion strategies to enhance consumer engagement across generations.
Originality/value (state of the art): This study extends promotion mix literature by integrating generational cohort analysis and Biplot visualization in the e-commerce context.

Keywords: promotion mix, e-commerce, generational cohort, digital marketing, shopee, consumer perception