Ekonomikawan : Jurnal Ilmu Ekonomi dan Studi Pembangunan
Vol 21, No 1 (2021)

Perilaku Konsumen Gen Y dan Gen Z Dalam Pengambilan Keputusan Pembelian : Studi Komparatif Japanese Food dan American Food

Eri Yanti Nasution (Universitas Muhammadiyah Sumatera Utara)
Efry Kurnia (Unknown)

Article Info

Publish Date
03 Jul 2021

Abstract

This study aims to examine differences in consumer behavior of generation Y and generation Z in food purchasing decisions of Japanesse food and American food. Sampling using a stratified random sampling method of 100 consumers of Japanesse food and American food in the city of Medan. The data collection method was by distributing online questionnaires to 50 Y generation respondents and 50 generation Z questionnaires. Data analysis methods in this study were T test and factor analysis test. The results of the beza T test explain that there are differences in behavior between generation Y and generation Z in decision making. The factors that influence these differences are personal and social factors that are generated based on the factor analysis test.

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Journal Info
Ekonomikawan : Jurnal Ilmu Ekonomi dan Studi Pembangunan
Website

Abbrev

ekawan

Publisher

Universitas Muhammadiyah Sumatera Utara

Subject

Economics, Econometrics & Finance

Description

Ekonomikawan: Jurnal Ilmu Ekonomi dan Studi Pembangunan is a scientific journal that contains the results of theoretical research and studies on economic and development issues. Managed by Department of Development Economics, Faculty of Economics and Business University of Muhammadiyah Sumatera ...