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All Journal Eduvest - Journal of Universal Studies Enrichment: Journal of Multidisciplinary Research and Development
Dellyana , Dina
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Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Neuroscience Social Sciences

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Consumer Decision-Making Style of Gen Z and Millennials in Choosing Activewear (Study Case: Eiger Act) Widian, Rifky; Dellyana , Dina
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 4 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i4.463

Abstract

This study explores the decision-making styles and visual preferences of Generation Z and Millennials in purchasing activewear, focusing on Eiger Act, a sub-brand of Eiger Tropical Adventure targeting the Indonesian market. Employing a quantitative descriptive-comparative approach, the research analyzes consumer behavior through the Consumer Style Inventory (CSI) framework and visual preference tests. Findings indicate that both generations share strong orientations toward quality, price/value consciousness, and convenience, with minimal differences in decision-making styles. Gen Z shows greater loyalty to global brands like Nike and Adidas, while Millennials are more flexible and open to local brands. Both groups consistently prefer minimalist and functional designs, favoring simple T-shirts with small logos over complex patterns. These results suggest that Eiger Act should adopt a dual marketing strategy building a strong, trustworthy brand image to appeal to Gen Z and leveraging unique storytelling and product differentiation to attract Millennials. Digital marketing and e-commerce platforms such as Tokopedia and Shopee should be prioritized, alongside the development of minimalist product lines and the use of 3D design technology to accelerate prototyping. This study contributes to consumer behavior literature by providing empirical insights into generational convergence in activewear preferences within emerging markets.
Understanding Coffee Shop Consumer Preferences in Bandung: a Conjoint Analysis Approach for Nama Coffee’s Expansion Putri, Denissa Aulia; Dellyana , Dina
Eduvest - Journal of Universal Studies Vol. 5 No. 8 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i8.50830

Abstract

Nama Coffee’s expansion to Bandung requires understanding local customer preferences to ensure successful market entry and brand preference cultivation. This involves identifying key attributes influencing customer choices in Bandung’s competitive coffee shop market. This research aims to (1) identify Bandung consumer preferences for Nama Coffee’s design and concept, (2) determine the importance of coffee shop attributes in shaping these preferences, and (3) develop strategies for Nama Coffee in Bandung. This research employs a quantitative survey design, targeting Bandung coffee shop consumers. Data collection involves online and in-person questionnaires, focusing on design, facilities, menu, service, price, and promotions. Conjoint analysis will identify key preference factors and their relative importance. A TOWS matrix analyzes Nama Coffee’s internal and external environment to inform strategic recommendations. Conjoint analysis revealed "Design" as the most influential factor for Bandung coffee shop selection, followed by "Promotion" and "Price." Respondents favored minimalist designs, B1G1 promotions, and competitive pricing. Correlation analysis confirmed the model’s accuracy in predicting preferences. Bandung coffee shop preferences prioritize minimalist design, B1G1 promotions, and competitive pricing. Nama Coffee should leverage these insights in their Bandung expansion, by implement minimalist design, optimize B1G1 promotions, adopt competitive pricing, enhance service quality, maintain coffee quality, utilize social media, and develop strategic partnerships. The BMC should focus on aligning with Bandung preferences, enhancing operational efficiency, and reinforcing marketing strategies.
Co-Authors Putri, Denissa Aulia Widian, Rifky