The Analysis of Yogyakarta Generation Y Female Consumer Decision-Making Styles

Abstract

Noor Izzatil Hasanah (2007) “THE ANALYSIS OF YOGYAKARTA GENERATION Y FEMALE CONSUMER DECISION-MAKING STYLES.” Yogyakarta: Faculty of Economics, Department of Management, International Program, Universitas Islam Indonesia. Generation Y are the children of generation X or people born between years 1979 and 1995. They have been acculturated into more materialistic and consumer culture than previous generations as s a result from proliferation of communication technologies, mass media, international travel, and multinational marketing campaigns. Our country, Indonesia known as the third most populated country in the world for person aged 15-19 years old (with their spending per week are around nine dollars), totaling about 22, 3 million youth. On the other words they are generation Y. In Indonesia, market segment which consists of teenager and young adult consumers is considered as the biggest and potential target market to be served by retailers. An understanding of Indonesian generation Y consumer behaviour, especially their decision-making styles are very important. Because, the generation Y consumers’ market is the future market of today’s product. Hopefully, by understanding their consumer decision-making styles would give benefit to corporations and retailers targeting Indonesian market. This study tries to analyze the decision-making styles of generation Y female consumers in Yogyakarta using forty-items of Consumer Styles Inventory (CSI) developed by Sproles and Kendall’s (1986). Several previous studies have investigated the applicable of CSI to determine consumer decision-making styles around different countries (such as New Zealand, South Korea, Greece, India, China, and German). As several studies on similar topic have been conducted in other countries, this research is expected to provide a replicate study on the analysis of generation Y female consumer decision-making styles toward woman apparel products on Matahari department store in Yogyakarta, representing Indonesia. The primary data in this study is collected from a survey of 100 respondents in Sleman, Yogyakarta, Indonesia. The respondents evaluate the forty-items of Consumer Styles Inventory (CSI). In further, all data are evaluated for their validity and reliability by using both factor analysis with varimax rotation and cronbach’s alpha reliability in order to determine the Yogyakarta generation Y female consumer decision-making styles. Based on the research finding and the analysis, it is found the Six-styles of Yogyakarta generation Y female consumer decision-making styles are novelty/fashion consciousness consumer, confused by overchoice consumer, perfectionist consumer, habitual/brand-loyal consumer, price/value for money consciousness consumer, and impulsive consumer.