Bahasa Indonesia

Abstract

Abstrak. Gaya pengambilan keputusan konsumen memengaruhi pengambilan keputusan mereka. Dengan populasi yang didominasi oleh remaja, informasi tentang gaya pengambilan keputusan pelanggan berusia muda di Jakarta akan sangat membantu produsen dan distributor untuk merencanakan penjualan. Tujuan penelitian ini adalah mendeskripsikan gaya pengambilan keputusan mahasiswa di Jakarta. Kami berhipotesis bahwa gaya pengambilan keputusan membeli mahasiswa di Jakarta didominasi oleh (karakter) hedonis. Data dikumpulkan dengan Consumer Style Inventory (CSI) untuk menentukan gaya pengambilan keputusan partisipan. 284 mahasiswa dari usia 18 hingga 24 tahun berpartisipasi dalam penelitian ini. Hasil penelitian menunjukkan bahwa hipotesis kami ditolak. Gaya pengambilan keputusan mahasiswa Jakarta menggambarkan karakteristik kesadaran merek (85%) dan perfeksionis (84%). Rincian lebih lanjut dibahas dalam diskusi. Kata Kunci: Gaya pengambilan keputusan konsumen; Consumer Style Inventory (CSI); Mahasiswa Jakarta.Abstract. Consumer decision-making styles affect the customers’ decision making. With population that predominantly by teenagers, information on the decision-making style of young customers in Jakarta will greatly help producers and distributors to plan the sales. The purpose of this study was describing the decision-making styles of college students in Jakarta. We hypothesized that Jakarta’s college students’ decision-making styles dominated by hedonist. Data were collected by Consumer Style Inventory (CSI) to determine the decision-making styles of the participants. 284 students from age 18 to 24 years-old were participated in this study. The result showed that our hypothesis was rejected. The decision-making styles of Jakarta’s college students were strongly characterized by brand awareness (85%) and perfectionist (84%). Further details are discussed. Keywords: Consumer decision-making styles; Consumer Style Inventory (CSI); College students; Jakarta.