Triwijayati, Anna (2012) Pengambilan Keputusan Pembelian Makanan Jajanan oleh Konsumen Anak di Kota Malang. Doctor thesis, Universitas Brawijaya.
Abstract
Konsumen anak adalah segmen yang potensial karena mereka memiliki uang saku dan melakukan pembelian. Perilaku mengkonsumsi jajanan pada konsumen anak merupakan perilaku anak yang khas di Indonesia. Penelitian tentang bagaimana anak mengambil keputusan konsumsi sangat menarik dan berguna untuk diteliti karena belum pernah ada penelitian serupa yang mengkaji dan menghasilkan model pengambilan keputusan khusus konsumen anak secara lengkap. Penelitian ini bertujuan untuk membangun suatu teori proses pengambilan keputusan pembelian makanan jajanan oleh konsumen anak. Metode penelitian yang digunakan adalah fenomenologi. Metode tersebut dipilih untuk mendapatkan pengalaman anak yang bermakna dan ‘hidup`. Berdasarkan tahapan pengumpulan dan analisis data serta dari hasil penggolongan tema, diperoleh hasil 22 tema terkait dengan pengambilan keputusan konsumen anak. Semua tema tersebut diolah melalui proses esensi makna sehingga menghasilkan proposisi dan model pengambilan keputusan konsumen anak. Temuan penting dalam penelitian ini menunjukkan bahwa pengambilan keputusan konsumen anak ditentukan oleh faktor internal anak, referensi guru, orang tua, pengkondisian dan produk. Proses pengambilan keputusan konsumen anak memiliki tiga tahapan yaitu dorongan kebutuhan fisik dan psikis anak, proses evaluasi pilihan jajanan yang dilakukan dengan cepat ( quick evaluation ) dan keputusan pembelian yang tidak terencana ( unplanned decision ).
English Abstract
Children consumers are potential segments because they are possesing pocket money and doing the buying behaviour. Consuming snacks at school is a typical children behaviour in Indonesia. A research on how children make decision on what to consume is very interesting and useful because there has never been such a study thoroughly examining and generating a model of decision making for children consumers previously. This study aims at constructing a theory on decision making process of children consumers in buying snacks. The research method used is phenomenology. That particular method is employed to get meaningful and real experiences. Based on the data collection, analysis and classification of the themes, this study is able to come up with 22 themes in relation to children consumers decision making. All of the themes are then processed through essential meaning method which generates a proposition and model of children consumers decision making. An essential finding of this study shows that children consumers decision making process is determined by the following factors: internal factors within the children themselves, teachers references, parents, conditioning behaviour, and the products. The process of children consumers decision making has three stages: the drive of physical and psychological need, quick evaluation process on choosing the snacks, and unplanned decision in purchasing them.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.834 2TRI/p/061204269 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 30 Jan 2013 12:55 |
| Last Modified: | 30 Jan 2013 12:55 |
| URI: | http://repository.ub.ac.id/id/eprint/161312 |
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