Millennials' Color Preferences and Purchasing Decisions: A Comparative Study Based on Ethnic and Educational Background

Alpi Mawasti

doi:10.59261/bustechno.v7i4.787

Authors

Alpi Mawasti Sekolah Tinggi Ilmu Agama Buddha Smaratungga

DOI:

https://doi.org/10.59261/bustechno.v7i4.787

Keywords:

Color Preference, Purchase Decision, Gender, Ethnicity, Education Level

Abstract

Background: Color preference can be an important factor in product marketing and design because it has the potential to influence consumers' overall perception of a product.

Objective: This research was conducted to determine the effect of gender, ethnicity, and education level roles in moderating the effect of color preference on personal product purchasing decisions among millennials in Indonesia.

Methods: The data collection process involved 420 millennial generation respondents in Indonesia and distributed questionnaires using a 5-point Likert scale to measure 14 indicators. The analysis technique used is the moderating model sub-group analysis using AMOS 26 and SPSS 26.

Results: The results of this study indicate that color preference affects personal product purchase decisions, gender is not shown to moderate the effect of color preference on personal product purchase decisions, ethnicity moderates the effect of color preference on purchasing decisions for personal products, and the level of education moderating the effect of color preferences on purchasing decisions for personal products.

Conclusion: This shows that the demographic variable is able to moderate the effect of color preference on the decision to buy personal products of the millennial generation in Indonesia.

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