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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."

"Dengan meningkatnya jumlah pembeli online dan penetrasi industri di saluran online, ada kebutuhan bagi perusahaan untuk memahami bagaimana pengambilan keputusan konsumen di saluran ini untuk dapat mempertahankan konsumen. Konsumen membuat keputusan berdasarkan gaya pengambilan keputusan tertentu. Studi ini mengkaji bagaimana gaya pengambilan keputusan konsumen/consumer decision-making styles (CDMS) mempengaruhi esatisfaction, repurchase intention, dan word-of-mouth intention di saluran online. Data dikumpulkan dari 283 pelanggan dari sepuluh coffee shop online lokal dan asing di Indonesia. Data dianalisis dengan structural equation modeling (SEM). Hasilnya mendukung bahwa consumer decision- making styles (CDMS) secara langsung mempengaruhi satisfaction. Di antara karakteristik consumer decisionmaking styles, recreational dan habitual merupakan anteseden terpenting dari esatisfaction konsumen online coffee shop. Hasil analisis juga menunjukkan bahwa consumer decision-making styles memiliki pengaruh tidak langsung terhadap repurchase intention, dimediasi oleh e-satisfaction. Selain itu, hasil tersebut juga mendukung bahwa e-satisfaction secara langsung mempengaruhi repurchase intention dan word-of-mouth intention. Word-of-mouth intention juga memainkan peran mediasi dalam hubungan antara e-satisfaction dan repurchase intention. Studi ini memberikan bukti empiris kepada pelaku usaha online coffee shop untuk menekankan strategi pemasaran mereka yang lebih sesuai dengan orientasi belanja target pelanggan mereka.

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With an increasing number of online shoppers and industries penetration in online channel, there is a need for all companies to understand consumer-decision making to retain customers in this channel. This article assesses how consumer decision-making styles affect customer satisfaction, repurchase intention, and word-of-mouth intention in online channel. The data was collected from the 283 customers of ten local and foreign online coffee shops in Indonesia. The data was analyzed with structural equation modeling (SEM). The result supports that consumer decision-making styles directly affect customer e-satisfaction. Among the characteristics, recreational and habitual was the most important antecedent of online coffee shop customers' satisfaction. The analytical results also indicated that consumer decision-making styles had indirect effect on repurchase intention, mediated by customer e-satisfaction. It also indicated that e-satisfaction also directly affect repurchase intention and word-of-mouth intention. Word-of-mouth intention also plays as a mediating role in the relationship between the esatisfaction and repurchase intention. This study provides an empirical evidence to the online coffee shops to emphasize their marketing strategy that is more appropriate to the shopping orientation of their target customers."