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The Influence of lifestyle towards young generation's decision making in choosing casual dining restaurant in South Jakarta

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In this era globalization the times bring changes in lifestyle, especially in young generation. A variety of ways and activities performed each individual, not only to survive but also to enjoy the fullest life. Lifestyle implies a way of life that individual learned in total or in a part and inherited. This means that lifestyle does not only include actions based on instinct, but also be learned and each individual has a different lifestyle. Lifestyle will give influence consumer preference towards decision making style buying service and product. One of them is a lifestyle in selecting casual dining restaurant. In several years, casual dining restaurant in south jakarta are ubiquitous and growing rapidly. Besides that, from the observation young generation feels so comfortable heading out to restaurants regularly. The main purpose of this research is to analyzed the influence of young generation lifestyle through three variables, which are activities, interest, and opinions towards decision making on Casual Dining Restaurant, includes investigates young generation dining decision making styles. Furthermore, this study was also determine which styles of decision making that most implemented by young generation. Sample of population in this research was derived from young generation age range between 19 ? 30 years old inrnJakarta and Tangerang. Exploratory factor analysis and reliability analysis were performed to validate all variables. Descriptive statistics and quantitative approach were gathered to demonstrate results of this analysis. This research revealed that lifestyle has significance influence towards young decision making style in term of choosing casual dining restaurant, and shows the top three decision making style thatrnmostly implemented by young generation in Tangerang and DKI Jakarta.

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Availability

B01452

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Available

Detail Information

Series Title

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Call Number

1452

Publisher

: Swiss German University., 2013

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Language

English

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Classification

NONE

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Subject(s)

HTM

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