Harga, Nilai & Kualitas: Pengambilan Keputusan Membeli Mahasiswa di Jakarta

  • Yasinta Astin Sokang Krida Wacana Christian University
  • Anita Tresia



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.


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How to Cite
SOKANG, Yasinta Astin; TRESIA, Anita. Harga, Nilai & Kualitas: Pengambilan Keputusan Membeli Mahasiswa di Jakarta. Jurnal Ilmu Perilaku, [S.l.], v. 3, n. 1, p. 48-58, aug. 2019. ISSN 2581-0421. Available at: <http://jip.fk.unand.ac.id/index.php/jip/article/view/91>. Date accessed: 23 oct. 2019. doi: https://doi.org/10.25077/jip.3.1.48-58.2019.