Indonesian Millennial Segmentation to Increase Behavioral Intention to use Language Learning Apps

Abstract

The existence of language learning apps answers the needs and behavior trends of Indonesian millennial. However, the behavioral intention to use language learning apps has not been maximized. The purpose of this study is to explore the factors of Indonesian millennial behavioral intention to use language learning apps, then find out whether those factors influence Indonesian millennial behavioral intention to use language learning apps significantly, and finally identify the Indonesian millennial segmentation in language learning apps industry based on the factors of behavioral intention to use. This research uses both qualitative and quantitative methods. The results of the research show that there are 13 variables that affect Indonesian millennial behavioral intention to use language learning apps; then based on those 13 variables, 3 millennial segments are formed, namely The Thirst Learners Skill segment, The Ease-comfort Seekers segment, and The Worth-it Strivers with different characteristics.