[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.;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., 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.]
T-Pdf Basa Nova Agustina Br Marpaung.pdf :: Unduh