Semarang, June 24, 2025 – Agribusiness Program, Faculty of Animal & Agricultural Sciences, Universitas Diponegoro held a Visiting Professor Online entitled “Understanding Consumer Behavior in the Digital Age” which was delivered by Fandy Tjiptono, PhD from Wellington School of Business and Government, Victoria University of Wellington (VUW), New Zealand. The event was conducted virtually and attended by students, academics and the general public to explore how online marketing influences consumers’ decision. Furthermore, the program contributed to enhance international collaboration and academic networking between Universitas Diponegoro (UNDIP) and Victoria University of Wellington (VUW).
During the guest lecture, Fandy explained that the importance of studying consumer behavior lies in helping producers realize that what they offer may not necessarily be what consumers need. Moreover, as consumers, it is also valuable to learn how to become smart and wise buyers. Fandy then introduced five digital consumer trends, highlighting how each trend reflects the evolving behavior and expectations of consumers in the digital age.
The session finished with a discussion and a closing remark from Fandy, “Most of the time, people buy things for the meaning behind them, not just for how they work”. Finally, the program aims to give valuable insights into current developments in consumer behavior studies, enhancing academic perspectives, and professional connections.
In conclusion, the Visiting Professor Online offered participants fresh perspectives relevant to both academic research and practical applications. It is hoped that the initiatives will continue to strengthen collaborations between UNDIP and VUW, fostering knowledge exchange and future joint endeavors.
Avivah Rahmaningtyas, S.P., M.Sc.
Lecturer at Agribusiness Program, Faculty of Animal and Agricultural Sciences, Universitas Diponegoro
avivahrahmaningtyas@live.undip.ac.id
+6281325038938
