| Summary: | The rapid development of digital technology has led us to the 4.0 industrial revolution.
The growth of Y generations (millennial generation) is a witness of life and birth, growth, and the development of technology. This causes changes in consumer behavior, especially in purchasing fashion products which are no longer as basic needs, but it has become an aesthetic value. The Y Generations tend to enjoy the convenience offered by the online media to fulfill their lifestyle. Nowadays, business people or entrepreneurs are currently changing their way of selling and marketing their products from a conventional way to be more modern way in which one of the ways used online media. The formulation of the problem in this study is to know how the consumer behavior of the Y Generations in purchasing fashion products in the era of industrial revolution 4.0. The study is in Denpasar, Bali. Data were analyzed using descriptive qualitative analysis. The results of this study were obtained from respondents (the Y generations consumers, business people and lecturers of marketing management) shows that the development of technology can change the consumer behavior of Y generations: (1) the Y generations will review the products before the purchase; (2) they are more consumptive than the previous generations; (3) environment can influence the consumer behavior of Y generations and the online media give the easiest way that can be enjoyed by Y generations in purchasing fashion products.
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