Research Article
The analysis of CDMS by Indonesian Millennials
@INPROCEEDINGS{10.4108/eai.26-1-2019.2283202, author={M H Saragih and R Yohanes}, title={The analysis of CDMS by Indonesian Millennials}, proceedings={The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG}, publisher={EAI}, proceedings_a={WOMELA-GG}, year={2019}, month={4}, keywords={consumer decision milleniu youth consumer}, doi={10.4108/eai.26-1-2019.2283202} }- M H Saragih
R Yohanes
Year: 2019
The analysis of CDMS by Indonesian Millennials
WOMELA-GG
EAI
DOI: 10.4108/eai.26-1-2019.2283202
Abstract
A consumer decision making style (CDMS) can be defined as a mental orientation that characterizes a consumer’s approach to making choices. CDMS can be identified by measuring the orientation of youth consumers in general in terms of shopping and buying. There are two factors of CDMS; that is frequency to buy and amount money to buy. This research aims to analyse CDMS among Millenium generation in Indonesia. Consumer Styles Inventory (CSI) that has been widely used to examine consumer behaviour pattern in many countries is used in this research. The result shows that loyal factor fully impacts for CDMS. This study also finds that the fashion, loyal and brand are the factors which influence the consumer millennial to spend their money to buy the apparel