TY  - JOUR
T1  - Modernity and Lifestyle: Analysis of Generation Y on Creative Industry Product
AU - , Harti AU - Narimawati, Umi AU - Munandar, Dadang 
JO  - The Social Sciences
VL  - 12
IS  - 1
SP  - 160
EP  - 166
PY  - 2017
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2017.160.166
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2017.160.166
KW  - Modernity
KW  -lifestyle
KW  -purchase intention
KW  -purchase
KW  -decision
AB  - 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.
ER  -