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"Memetakan pasar secara tepat dan mengaplikasikan program pemasaran secara proporsional kepada bagian-bagian pasar yang telah diketahui adalah salah satu alat kesuksesan pada pasar yang kompetitif. Penelitian ini membahas dan membandingkan consumer decision making styles (CDMS) pada konsumen generasi Y terhadap produk pakaian dan gadget. Penelitian ini mensegmentasi konsumen generasi Y terhadap gaya pengambilan keputusan mereka dan menentukan perbedaan diantara beberapa variabel relatif terhadap gaya pengambilan keputusan mereka. Penelitian empiris dilakukan berdasarkan data yang diperoleh dari hasil penelitian terhadap konsumen generasi Y. Data dianalisa menggunakan koefisien Croncbach Alpha, exploratory factor analysis, one way ANOVA dan Independent Sample T test. Dari hasil penelitian dikonfirmasi sembilan model faktor dari decision making styles untuk masing-masing produk pakaian dan gadget diantara konsumen generasi Y. Untuk produk pakaian, penelitian ini menemukan quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Impulsive, Careless consumers, Confused by Overchoice Consumers dan brand loyal consumer sebagai gaya pengambilan keputusan konsumen generasi Y. Di sisi lain, quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Value for money, Confused by Overchoice Consumers dan brand loyal consumer ditemukan sebagai gaya pengambilan keputusan konsumen generasi Y terhadap produk gadget. Perbedaan signifikan pada jenis kelamin, status perkawinan, tingkat pendidikan, pekerjaan dan usia ditemukan untuk beberapa faktor dari gaya pengambilan keputusan konsumen generasi Y. Strategi pemsaran harus disesuaikan untuk karakter-karakter yang spesifik dari konsumen generasi Y.

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Separating markets precisely and applying marketing programs proportional to the known sections is one of the most important success tools in competitive markets. This study compares and contrasts the consumer decision-making styles (CDMS) of Generation Y towards apparel and gadget product. It segments generation Y consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from generation Y consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis, One Way ANOVA and Independent Sample T test.

Research results confirmed nine-factor model of decision-making style for each towards apparel and gadget product among generation Y. In apparel section, this study have found quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Impulsive, Careless consumers, Confused by Overchoice Consumers and brand loyal consumer as decision making styles of Generation Y.

On the other hand, quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Value for money, Confused by Overchoice Consumers and brand loyal consumer were found as decision making styles of generation Y consumer towards gadget product. Significant gender, marital status, education level, occupation and ages differences were found on several factors of consumer-decision making styles only for apparel products.. Marketing strategies should be tailored to the specific characteristics of consumers generation Y."

"ABSTRAKPenelitian ini berusaha untuk memahami secara mendalam bagaimana prosespengambilan keputusan konsumen remaja terhadap produk-produk berteknologitinggi (gadget). Metodologi yang digunakan dalam penelitian ini adalah kualitatifdengan menggunakan pendekatan etnometodologi. Dari hasil penelitian penelitimenemukan realitas bahwa pembentukan perilaku pengambilan keputusankonsumen dalam memilih produk-produk berteknologi tinggi (gadget) diawalioleh adanya suatu kebutuhan yang belum terpenuhi. Kebutuhan yang belumterpenuhi ini dapat menimbulkan ketegangan: keinginan dan pemenuhan.Kebutuhan yang belum terpenuhi ini berasal dari konsep diri dan atau gaya hidupdari remaja yang terbentuk berdasarkan faktor-faktor internal maupun eksternalyang mempengaruhinya. Adapun faktor-faktor internal yang berpengaruh diantaranya adalah motivasi, kepribadian, persepsi, serta pembelajaran. Sedangkanfaktor eksternal yang berpengaruh adalah budaya, keluarga, status sosial,demografi, serta teman sebaya. Kebutuhan ini nantinya oleh remaja akandiupayakan segera mungkin untuk dipenuhi dengan tahapan pencarian informasi,evaluasi alternatif, kepemilihan tempat dan pembelian, serta perilaku pascapembelian.

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ABSTRACTThis research tries to understand about the decision making process of adolescentconsumer for the Purchasing of Hi-Tech Product (gadget). This research usesqualitative method with etnomethodological approach. Researcher found thereality that the establishment of consumer decision-making behavior in choosinghigh-tech products (gadgets) preceded by the presence of an unmet needed. Anunmet needs can lead to a tension: the desire and fulfillment. The unmet need isderived from the concept of self and or lifestyle of teenagers, formed by internaland external factors that influence it. The internal factors include the influence ofmotivation, personality, perception, and learning. While external factors arecultural, family, social status, demography, and peers. This needs will be pursuedlater by adolescents may be filled with information search phase, evaluation ofalternatives, selection of place and purchase, and post-purchase behavior."

"The main purpose of this study is to explore the relation between decision-making styles which aremeasured by the General decision-making style (GDMS) test and information processing styles whichare often termed cognitive styles and are, in this study, measured by Cognitive Style Inventory. Theauthors directed a survey research on 162 Iranian students. Structural equation modeling techniqueswere used to measure the impact of cognitive styles on decision-making styles. The authors foundthat cognitive styles have a positive impact on decision-making styles. In spite of the abundantresearch on factors that affect decision-making styles, few researches have tested the relationshipbetween cognitive styles and decision-making styles. This study examines the impact of cognitivestyles on decision-making styles in Iran. This study, like most research paper studies, cannot easily begeneralized. Furthermore, the results of this study could be affected by economic conditions."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui hubungan antara keterlibatan karyawan dalam pengambilan keputusan dengan intensi meninggalkan perusahaan (turnover) pada karyawan generasi Y. Sampel penelitian ini adalah generasi Y yang bekerja sebagai karyawan di perusahaan. 153 responden penelitian diminta mengisi instrumen penelitian, yaitu Participation in Decision-Making (Van Veldhoven & Meijman, 1994) dan Intention to Turnover (Adiningtyas, et. al., 2010), melalui Google Spreadsheet atau kuesioner tercetak. Penelitian menemukan adanya korelasi negatif antara variabel keterlibatan karyawan dalam pengambilan keputusan dengan intensi meninggalkan perusahaan (r=-0,299, p<0,01). Analisis tambahan menunjukkan bahwa data kontrol seperti jenis kelamin, jenjang pendidikan, sektor industri, lama bekerja dan media penyebaran tidak berpengaruh terhadap hasil penelitian.

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ABSTRACTThis research aimed to find the correlation between participation in decision-making and intention to turnover among generation Y employees. Samples of this research are generation Y employees who work in a company. 153 respondents were asked to fill out our instruments, Participation in Decision-Making (Van Veldhoven & Meijman, 1994) and Intention to Turnover (Adiningtyas, et. al., 2010) through Google Spreadsheet or printed behavior scale. The finding of this research is that there is a negative correlation between participation in decision- making and intention to turnover (r=-0.299, p<0.01). Additional analyses showed that demographic data such as gender, educational background, industrial sector, years of service and instrument media did not influence the result of the study."

"Penelitian ini bertujuan untuk mengetahui karakteristik konsumen dan presentasi produk secara online pada pembelian impulsif produk pakaian pada generasi Z di Tiktok Shop. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan​​ metode Partial Least Square (PLS) yang diolah menggunakan software SmartPLS 3.0. Penelitian ini menguji 180 data yang diperoleh dari pengguna Tiktok usia 17 hingga 27 tahun yang pernah melakukan pembelian produk pakaian di Tiktok Shop dalam waktu enam bulan terakhir. Pengolahan data penelitian ini menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menunjukan bahwa adanya hubungan positif nilai hedonis dan nilai simbolis yang dirasakan dari pakaian terhadap kecenderungan belanja pakaian impulsif, kecenderungan impulsif memiliki pengaruh positif terhadap pembelian impulsif pakaian online. Namun, presentasi pakaian secara online ditemukan tidak memperkuat hubungan positif (atau tidak memiliki efek moderasi) antara kecenderungan pembelian dan pembelian impulsif secara aktual pada produk pakaian.

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This study aims to determine the effect of consumer characteristics and online product presentation on impulse purchases of apparel products by generation Z at Tiktok Shop. This research is a quantitative study using the Partial Least Square (PLS) method which is analyzed using SmartPLS 3.0 software. This study examined 180 data obtained from Tiktok users aged 17 to 27 who have purchased clothing products at Tiktok Shop within the last six months. The data processing of this research used the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive relationship of perceived hedonic value and symbolic value of apparel on impulsive apparel shopping tendency, impulsive tendency has a positive influence on impulsive purchase of online apparel. However, online apparel presentation was found not to strengthen the positive relationship (or have no moderating effect) between impulsive shopping tendencies and actual impulse purchases of apparel products."

"Berkembangnya pasar kosmetik pria menjadi salah satu kesempatan bagi brand facial wash untuk memperluas jangkauan targetnya Produsen membuat produk facial wash untuk pria sebagai fenomena kebutuhan baru Produsen yang bermain di kategori ini berlomba lomba dan bersaing untuk menjadi pilihan utama konsumen Tulisan ini hanya membahas secara umum untuk mengetahui dampak perilaku konsumen pria terhadap pengambilan keputusan pembelian produk facial wash.

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The development of male cosmetics market to be one opportunity for brand facial wash is to extend their range of the target Manufacturers make facial wash products for men as a phenomenon of the new requirements Manufacturers playing in this category compete to be the first choice of consumers This paper only discusses in general to determine the impact of consumer behavior of men towards the purchase decision making facial wash product."

"Penelitian ini bertujuan untuk menganalisis gaya pengambilan keputusan generasi Y pada karyawan frontliner PT FIF Finance Cibinong. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan data berupa Survey. Sebanyak 32 responden yang merupakan karyawan frontliner FIF Finance Cibinong dipilih sebagai sampel penelitian yang kemudian dianalisis menggunakan statistik deskriptif dan analisis nilai kekuatan gaya pengambilan keputusan dengan scoring decision making style inventory. Hasil penelitian menunjukan bahwa kecenderungan gaya pengambilan keputusan generasi Y karyawan frontliner adalah behavioral.

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The purpose of this study is to analyze generation Y decision making style on frontliner FIF Finance Cibinong. This study is using quantitative approach and a survey as the method of data collection. Thirty two respondents who are FIF Finance Cibinong frontliners were chosen as the research sample then analyzed using descriptive statistics and analysis of intensity level decision making style inventory scoring. The results of the study showed that the trend of generation Y decision-making style frontliner employees are behavioral."

"Penelitian ini menyelidiki perilaku pembelian pakaian bekas generasi Z di Instagram berdasarkan socio-environmental awareness, preconception, frugality, brand awareness, social prestige, need for uniqueness, scarcity, dan perceived competition. Menggunakan metode kuantitatif dengan 312 responden berusia 17-27 tahun, ditemukan bahwa socio-environmental awareness, social prestige, scarcity, dan perceived competition berpengaruh secara positif terhadap second-hand clothing purchase intention, sedangkan brand awareness dan preconception berpengaruh secara negatif. Need for uniqueness dan frugality tidak memiliki pengaruh signifikan. Pada akhirnya, second-hand clothing purchase intention memengaruhi second-hand clothing purchase behavior. Implikasi dari penelitian ini adalah penjual pakaian bekas di Instagram perlu menekankan aspek lingkungan dan kelangkaan untuk menarik konsumen generasi Z.

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This study examines Generation Z's behavior in purchasing second-hand clothing on Instagram, focusing on socio-environmental awareness, preconception, frugality, brand awareness, social prestige, need for uniqueness, scarcity, and perceived competition. Using a quantitative method with 312 respondents aged 17-27, the findings reveal that socio-environmental awareness, social prestige, scarcity, and perceived competition positively influence purchase intention, while brand awareness and preconception have negative effects. Need for uniqueness and frugality are not significant factors. Purchase intention positively affects purchase behavior. The study suggests that sellers should emphasize environmental aspects and scarcity to attract Generation Z consumers."

"Pada saat ini industri halal merupakan salah satu sektor yang paling menjanjikan di seluruh dunia terlebih di negara dengan penduduk muslim terbesar yaitu Indonesia. Salah satu sektor pada industri halal yang paling utama adalah sektor makanan dibanding dengan sektor lainnya seperti keuangan, fesyen, farmasi, media, pariwisata, dan kosmetik. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran produk makanan halal terhadap keputusan pembelian konsumen Gen Y dan Gen Z Indonesia dengan moderasi religiusitas. Pengumpulan data menggunakan survei beberapa platform digital seperti Whatsapp dan Instagram. Metode sampling yang digunakan adalah Non-Probability & Purposive Sampling. Sampling penelitian ini melibatkan 207 responden muslim dari generasi Y dan Z, tinggal di Indonesia selama 1 tahun terakhir, dan pernah mengenyam pendidikan formal di institusi pendidikan Islam. Penelitian ini menggunakan software SPSS dan Smart PLS. Temuan dari penelitian ini adalah konsumen muslim dari Gen Y dan Gen Z di Indonesia memiliki kesadaran tinggi terhadap kriteria produk makanan halal, kesadaran produk makanan halal berpengaruh positif signifikan terhadap keputusan pembelian dan religiusitas memoderasi hubungan antara kesadaran produk makanan halal dengan keputusan pembelian.

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Currently, the halal industry is one of the most promising sectors in the world, especially in the country with the largest Muslim population, namely Indonesia. One of the most important sectors in the halal industry is the food sector compared to other sectors such as finance, fashion, pharmaceuticals, media, tourism, and cosmetics. This study aims to determine the effect of awareness of halal food products on the purchasing decisions of Indonesian Gen Y and Gen Z consumers with religiosity moderation. This study involved 207 Muslim respondents from generations Y and Z, lived in Indonesia for the last 1 year, and received formal education in Islamic educational institutions. The sampling method used is Non Probability & Purposive Sampling. Data collection uses several digital platforms such as Whatsapp and Instagram. The findings of this study are Muslim consumers from Gen Y and Gen Z in Indonesia have high awareness of the criteria for halal food products, awareness of halal food products has a significant positive effect on purchasing decisions and religiosity moderates the relationship between awareness of halal food. product and purchasing decisions. This research uses SPSS and Smart PLS software."

"ABSTRAKGaya pembuatan keputusan konsumen didefinisikan sebagai suatuorientasi terpola, mental dan kognitif terhadap belanja dan pembelian, yang terusmenerusmendominasi pilihan konsumen. Gaya belanja yang digunakan dalampenelitian ini menyesuaikan Consumer Style Inventory (CSI) yang awalnyadikembangkan oleh Sproles dan Kendall (1986) dengan adaptasi dimensi gayabelanja dalam penelitian Tai (2005) yaitu quality consciousness, brandconsciousness, fashion style entuism, personal style entuism, price & valueconsciousness, environmental & health consciousness, time & convenienceconsciouness, reliance on the mass media, shopping influences, dan brand &store loyalty.Penelitian ini bertujuan untuk mengetahui apakah pengukuran gayapembuatan keputusan dengan sepuluh alat ukur gaya pembuatan keputusankonsumen dapat diterapkan pada konsumen muda suku Jawa dan Tionghoa-Indonesia di Jakarta, dan mengetahui gaya berbelanja konsumen muda suku Jawadan Tionghoa-Indonesia serta perbedaannya yang diukur berdasarkan sepuluh alatukur gaya pembuatan keputusan. Sampel penelitian berjumlah 180 respondenyang terdiri dari konsumen muda suku Jawa dan Tionghoa-Indonesia. Metodepengambilan sampel yang digunakan adalah nonprobability sampling denganteknik judgement / purposive sampling. Instrumen penelitian yang digunakanadalah kuesioner dan dianalisis dengan software LISREL 8.7 untuk mengetahuihubungan masing-masing variabel. Hasil penelitian menunjukkan dari 30hipotesis yang diajukan 25 diantaranya ditolak, diantaranya pada dimensi qualityconsciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, shopping influences, dan brand & store loyalty.Selebihnya, tidak ada perbedaan dimensi gaya belanja lainnya antara konsumensuku Jawa dan Tionghoa-Indonesia.

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ABSTRACTA consumer decision-making style is defined as a patterned, mental,cognitive orientation towards shopping and purchasing, which constantlydominates the consumer’s choices. Shopping styles that used in this researchadopted Consumer Style Inventory (CSI) that initially developed by Sproles andKendall (1986) with adaptation shopping styles in Tai’s research (2005) i.e.quality consciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, reliance on the mass media, shoppinginfluences, dan brand & store loyalty.The objective of this research is to find out whether the measurement ofdecision-making styles with ten decision-making styles measuring instrument canbe implemented to young Javanese and Chinese consumers in Jakarta, and to findout the decision-making styles of young Javanese and Chinese consumers alongwith the differences which measured by ten decision-making styles measuringinstrument. The samples comprise of 180 respondents, consist of young Javaneseand Chinese-Indonesia consumers. The samples collected using nonprobabilitysampling with judgement/ purposive sampling as its technique. This reasearchused questionnaire as reaserch instrument and analize by using LISREL 8.7 todetermine the relationship of each variable. The result of this research showedfrom 30 hypothesis submitted, 25 of them were rejected, including qualityconsciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, shopping influences, dan brand & storeloyalty. While there is no differences in other decision-making styles."