ANALISIS PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PENGGUNAAN GRAB REWARDS

ALIFAH, ANANDA RIZKI NUR (2019) ANALISIS PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PENGGUNAAN GRAB REWARDS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is about analysis of Grab consumer behavior in decision making with Grab Rewards. Purchasing decisions are actions of consumers to buy or not. The various factors that influence consumers in purchasing a product or service, consumers usually always consider the quality, price and products that are already known by the public. This research aims to analyze the Consumer Behavior in Taking Development Decisions with Grab Rewards by using Philip Kotler's purchase decision theory through five steps : 1. Introduction to Problems, 2. Information Search, 3. Alternative Assessments, 4. Purchasing Decisions, 5. Post-Purchase Behavior. Using descriptive qualitative by conducting structured interviews with informants with the intention of digging deeper into consumer insights about Grab Rewards. Data collection through in-depth interviews. The results of this research is consumers get internal and external encouragement in making purchases, then consumers get and find information about Grab Rewards through applications, recommendations and Instagram. The Grab application encourages the buying process and the aspect that is highly considered in purchasing is the aspect of product usability. After making a purchase, consumers conduct sharing evaluations in both wom and e-wom via Whatsapp messenger and Instagram . Keywords: Analysis, Consumer Behavior, Purchasing Decisions. Keputusan pembelian adalah tindakan dari konsumen untuk mau membeli atau tidak terhadap produk. Dari berbagai faktor yang mempengaruhi konsumen dalam melakukan pembelian suatu produk atau jasa, biasanya konsumen selalu mempertimbangkan kualitas, harga dan produk sudah yang sudah dikenal oleh masyarakat. Penelitian ini bertujuan untuk menganalisis Perilaku Konsumen Dalam Mengambil Keputusan Pembalian Dengan Grab Rewards. Teori yang digunakan dalam penelitian ini adalah teori keputusan pembelian Philip Kotler melalui lima tahapain yaitu 1. Pengenalan Masalah, 2. Pencarian Informasi, 3. Penilaian Alternatif, 4. Keputusan Pembelian, 5. Perilaku Pasca Pembelian. Metode Penelitian yang digunakan adalah kualitatif deskriptif dengan melakukan wawancara terstruktur kepada Informan dengan maksud menggali lebih dalam insight konsumen mengenai Grab Rewards. Pengumpulan data dilakukan melalui wawancara mendalam. Hasil dari penelitian ini, Konsumen mendapatkan dorongan internal maupun eskternal dalam melakukan pembelian, kemudian konsumen mendapat dan mencari informasi mengenai Grab Rewards melalui aplikasi, rekomendasi dan Instagram. Aplikasi Grab mendorong terjadinya proses pembelian dan aspek yang sangat diperhatikan dalam pembelian ialahaspek kegunaan produk Setelah melakukan pembelian konsumen melakukan sharing evaluation secara wom dan e-wom melalui Whatsapp messenger dan Instagram. Kata Kunci: Analisis, Perilaku Konsumen, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 19 205
Call Number: SK/43/19/049
NIM/NIDN Creators: 44315010054
Uncontrolled Keywords: Analisis, Perilaku Konsumen, Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: CALVIN PRASETYO
Date Deposited: 29 Mar 2023 07:26
Last Modified: 29 Mar 2023 07:26
URI: http://repository.mercubuana.ac.id/id/eprint/75672

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