The Social Sciences

Year: 2017
Volume: 12
Issue: 1
Page No. 160 - 166

Modernity and Lifestyle: Analysis of Generation Y on Creative Industry Product

Authors : Harti , Umi Narimawati and Dadang Munandar

Abstract: Along with the development of information technology, creative industries now are growing very rapidly such as crafts, food and fashion industries which have differentiation and are innovative. Generation Y as the generation that is born in the era of communication technology have lifestyles with active use of communication technologies and interact in social media and the internet. Generation Y is also suspected to have a high modernity, considering them being in a modern environment that push the growth off creative industry's product demand. This study tried to investigate the relationship between modernity and lifestyle and its outcome including purchase intention and purchase decision toward creative industry product. The population of this research is the generation Y living in the city with the sample taken using purposive sampling and the analysis technique used is Structural Equation Modeling (SEM). The results showed that the consumer modernity did not significantly influence the purchasing intention and purchasing decision while lifestyle significantly influences purchase intention and purchase decision. The research proves that generation Y’s purchase intention in the creative industry products, significantly influence the purchase decision. This study implies that generation Y in the purchasing decision, heavily influenced by lifestyle and more dominant on the use of communications technology, so further research is recommended in the study of the lifestyle that motivated the use of communications technology.

How to cite this article:

Harti , Umi Narimawati and Dadang Munandar, 2017. Modernity and Lifestyle: Analysis of Generation Y on Creative Industry Product. The Social Sciences, 12: 160-166.

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