Indonesian Consumer Complaint Behavior Based on Ethnic Groups and Generations

Keywords: Complaint behavior, ethnicities, generations

Abstract

Complaint behavior is a response to consumer dissatisfaction after using goods or services. This study aimed to examine the effect of ethnicity and people’s generations on consumer complaint behavior in Indonesia. The variables used were complaint behavior, ethnicity, and generations. The study collected and analyzed 2,100 items of data using descriptive analysis, one-way ANOVA, and multiple linear regression. The findings showed that consumers in Indonesia rarely complain when disappointed with sellers. Generation Y and the Buginese complained more often than other consumer groups. Furthermore, the results showed significant differences in complaint behavior, based on ethnicity and generation. This study also revealed that complaint behavior was significantly influenced by ethnicity and the baby boomer generation.

Author Biographies

Megawati Simanjuntak, Bogor Agricultural University

Simanjuntak, Megawati, holds the position of Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University. She earned her doctoral in 2017 in development extension from IPB University. Her research interests include consumer behavior, consumer empowerment, consumer protection, consumer education, family resource management, marketing, man- agement, and business. She has publications in Cogent Business & Management, Global Business & Finance Review (GBFR), International Journal of Business and Society, Sustainability, Business: Theory and Practice, Independent Journal of Management & Production, Indonesian Journal of Business and Entrepreneurship (IJBE), International Journal of Economics & Management, Journal of Consumer Sciences, Jurnal Ilmu Keluarga & Konsumen, Jurnal Keuangan dan Perbankan, J. Mgt. Mkt. Review, Jurnal Manajemen & Agribisnis, Asean Marketing Journal, BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi, Economic Journal of Emerging Markets, Jurnal Aplikasi Manajemen dan Bisnis, Jurnal Keuangan dan Perbankan, International Research Journal of Business Studies, MIX: Jurnal Ilmiah Manajemen, Jurnal Aplikasi Bisnis dan Manajemen (JABM), Jurnal Manajemen Indonesia, Jurnal Cakrawala Pendidikan, Binus Business Review, as well as Journal of Application Business & Management.

Author’s contact detail: Address: Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, Bogor 16680, Indonesia; phone number: +6281310870695; Email: mega_juntak@apps.ipb.ac.id

 

Scopus  : https://www.scopus.com/authid/detail.uri?authorId=57190307811&eid=2-s2.0-84978973654

Google Scholar : https://scholar.google.co.id/citations?user=XnwOmYcAAAAJ&hl=id

CV 

Ilfia Shahirah, Bogor Agricultural University

Shahirah, Ilfia, earned her undergraduate degree at IPB University, Faculty of Human Ecology, Department of Family and Consumer Sciences, in 2020.

Author’s contact detail:       Address: Bogor 16680, Indonesia; phone number: +6282218560336; Email: ilfia_shahirah@apps.ipb.ac.id

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Published
2024-05-02
How to Cite
Simanjuntak, M., & Shahirah, I. (2024). Indonesian Consumer Complaint Behavior Based on Ethnic Groups and Generations. Gadjah Mada International Journal of Business, 26(2), 209-231. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/14791
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Articles