| Person's decision to purchase an item is influenced by many things, mainly occurring in the surrounding environment. A person's buying behavior is almost unique and different from each other, especially the behavior of the purchases made by young people. Estimated number of young people who will make the growing segment of young people as the most market potential. For this reason that young people who put the segment most preferred manufacturer of casual clothing and make it into the most competitive market segments. To that end, relax in the domestic clothing manufacturers need to know the consumer behavior and purchasing decision-making styles in order to estimate the purchase decision-making style of dress casually by young people. The research data consists of primary data and secondary data. Primary data obtained from questionnaires distributed to 180 respondents to the visitor Store endorsed by sistematic random sampling method. Data is collected and then tested the validity, reliability testing, data analysis and overall means score multiple regression analysis. The results obtained are contained style influence the purchase of recreational and hedonistic consciousness, perfectionism consciousness, confused by overchoice, habitual and brand loyalty, price and value consciousness, and brand and fashion consciousness to endorse casual clothing purchase decisions. |