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All Journal Jurnal Ekonomi Wacana, Jurnal Sosial dan Humaniora Jurnal Ilmu Keluarga dan Konsumen International Journal of Community Service Learning Jurnal Perilaku dan Strategi Bisnis MABIS: Manajemen dan Bisnis Proceedings Series on Physical & Formal Sciences Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Indonesian Journal of Business Analytics (IJBA) Asian Journal of Applied Business and Management (AJABM) The Es Economics and Entrepreneurship Jurnal Bisnis dan Manajemen West Science International Journal of Economics, Business and Innovation Research
Anna Triwijayati
Fakultas Ekonomi Dan Bisnis, Universitas Ma Chung
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Social Sciences

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Journal : Jurnal Ilmu Keluarga dan Konsumen

 1 
Gaya Pengambilan Keputusan Pembelian Pakaian Secara Online pada Generasi Z Indonesia Giovani Santoso; Anna Triwijayati
Jurnal Ilmu Keluarga dan Konsumen Vol. 11 No. 3 (2018): JURNAL ILMU KELUARGA DAN KONSUMEN
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (381.4 KB) | DOI: 10.24156/jikk.2018.11.3.231

Abstract

Strategic marketing decisions are based on the way the company understands consumers, including the wayconsumers make purchasing decisions. This study aimed to analyze the generation Z consumer decision-makingstyle in Indonesia in the purchasing of clothing by online shop media. Generation Z is a generation that is differentfrom the previous generation because it has a unique character and has technological literacy. In this reseach thedecision-making style used eight factors from the Consumer Style Inventory (CSI). Samples of research were 200people generation 16-22 years old who have bought clothes in online shop. The sampling technique usedpurposive sampling. Data analysis technique used the Confirmatory Factor Analysis. The results showed thatseven factors that were brand consciousness, perfectionist, high-quality consciousness, recreational, hedonisticconsumer, impulsiveness, confused by over choice, fashion-conscious novelty, and habitual and brand loyalorientation found in Indonesian Z generation in purchasing clothes by online. Another factor was that the pricevalue of consciousness is not confirmed in this study. Understanding consumer decision-making styles canexplain the basic considerations of Z generation as young consumers when choosing products from severalalternative product choices, brand selection, online stores, and purchasing intentions.
Co-Authors Achmad Zahruddin Bintang Pramudya Putra Prasetya Chatarina Aprilia Hellyani Deviga Bayu Pradipta Deviga Bayu Pradipta Dian Wijayanti Erica Adriana Erica Adriana Etsa Astridya Setiyati Felik Sad Windu Wisnu Broto Giovani Santoso Gladys Lugracia Nathania Grace Herliana Hana Rengganawati Hendri Khuan Ivana Angela Ivana Devianti Afrizal Lilis Lestari Wilujeng Melany Melany Melany Melany Nugroho, Didit Prasetyo sintesa, nika Stefanus Yufra M. Taneo Yogi Sugiarto Maulana Yohanes Paulus Luciany Yulia Novita Zainal Arifin