The Role of Consumer Decision Making Styles on The Purchasing Process in Digital Games

The purpose of this study was to investigate the role of consumer decision making styles on the buying process among digital gaming consumers. Research hypotheses include determining the role of Perfectionist, High-Quality Conscious Consumer-Brand Conscious, `Price Equals Quality' Consumer-Novelty-Fashion Conscious Consumer Recreational-Hedonistic Consumer-Price Conscious `Value for Money' Consumer-Impulsive, Careless Consumer-Confused by Over Choice Consumer-Habitual, Brand-Loyal Consumer, is the eight decision making style of the digital gaming consumer. The research method is descriptive and the type of analysis is correlation. The research sample consists of 136 people. The required data in this research were collected through a questionnaire in the form of 16 questions based on a quantitative (Likert scale) and then the research hypotheses were tested. In this questionnaire, some demographic characteristics of community members including age, gender and educational level, interest in the genre of the game, the type of game for free and free of charge, and the type of platform used were also questioned. The validity of the questionnaire using the coefficient Cranbach's alpha is measured. To analyze the mean, percent, frequency, mean, faces, standard deviation, t-test, one-way ANOVA and regression analysis. The results show that among the eight consumer decision making styles of Perfectionist, High-Quality Conscious Consumer and Novelty-Fashion Conscious Consumer and Price Conscious, “Value for Money” Consumer, the most impact on the purchasing process among digital gaming consumers in the statistical sample had.