YUDISHA, MUHAMMAD HANDITO (2022) KARAKTERISTIK PERILAKU KONSUMEN DALAM PEMBELIAN RAKET BULUTANGKIS (STUDI KASUS PADA KOMUNITAS BULUTANGKIS KBC CIBINONG). S1 thesis, Universitas Mecu Buana Jakarta-Menteng.
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Abstract
Bulutangkis merupakan salah satu olahraga yang paling banyak dimainkan di Indonesia. Menurut hasil survey Nielsen Sports pada bulan September tahun 2020 lalu, Bulutangkis menjadi olahraga yang paling disukai oleh masyarakat Indonesia. Dalam permainan bulutangkis, raket merupakan perlengkapan utama bagi seorang pemain. Masing-masing pemain memiliki karakteristik sendiri dalam memilih raket bulutagkis yang akan mereka gunakan. Tujuan penelitian ini adalah untuk mengetahui bagaimana tahapan-tahapan yang dilalui oleh kosumen dalam menentukan keputusan pembelian raket bulutangkis.. Penelitian ini menggunakan metode penelitian kualititatif dengan teknik wawancara mendalam terhadap beberapa anggota komunitas bulutangkis KBC Cibinong sebagai data primer. Hasil penelitian menunjukkan bahwa konsumen melewati lima tahapan dalam perjalanan mereka untuk mencapai keputusan pembelian raket bulutangkis, yaitu tahap identifikasi masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Kata Kunci : Komunikasi Pemasaran, Perilaku Konsumen, Keputusan Pembelian, Bulutangkis, Raket, KBC Cibinong, Badminton is one of the most played sports in Indonesia. According to the results of a Nielsen Sports survey in September 2020, badminton is the most preferred sport by the people of Indonesia. In the game of badminton, racket is the main equipment for a player. Each player has their own characteristics in choosing the badminton racket they will use. The purpose of this study was to find out how the stages passed by consumers in determining badminton racket purchasing decisions. This study used qualitative research methods with in-depth interviews with several members of the KBC Cibinong badminton community as primary data. The results showed that consumers went through five stages in their journey to reach a badminton racket purchasing decision, namely the stages are identification the problem, seeking information, evaluating the alternatives, purchasing decisions, and post-purchase behavior. Keywords : Marketing Communication, Consumer Behaviour, Purchasing Decision, Badminton, Racket, KBC Cibinong.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44319110084 |
| Uncontrolled Keywords: | Marketing Communication, Consumer Behaviour, Purchasing Decision, Badminton, Racket, KBC Cibinong, Komunikasi Pemasaran, Perilaku Konsumen, Keputusan Pembelian, Bulutangkis, Raket, KBC Cibinong |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 27 Sep 2022 04:09 |
| Last Modified: | 27 Sep 2022 04:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69588 |
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