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PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK SEPATU KETS ONITSUKA TIGER PADA PT MITRA ADI PERKASA DI PLAZA SENAYAN

RUSETO, SANDI (2020) PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK SEPATU KETS ONITSUKA TIGER PADA PT MITRA ADI PERKASA DI PLAZA SENAYAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

One of them is the legendary shoe label from Japan, Onitsuka Tiger. Later, search for this brand more and more, so the shoes that are sold online are selling quickly, even becoming a struggle. Because of the many requests, Onitsuka Tiger then opened its first store in Plaza Senayan, Jakarta and its sales had exceeded its initial target. This research is to understand or know the decision making process of consumers in buying Onitsuka shoes. This research methodology uses a post positive qualitative methodology. Data collection uses informants and key informants in interview techniques. The process of purchasing decisions for Onitsuka sneakers begins with the consumer's need for the use of Onitsuka sneakers, which is followed by searching for Onitsuka sneakers either through a website, YouTube or information from closest friends. Then try to compare with other products both the advantages and disadvantages of each product that ultimately consumers decide to buy Onitsuka sneakers, then post-purchase behavior can be known for loyal consumers, trial consumers and consumers of other brand users. In this case, the manufacturer of Onitsuka sneakers must improve brand image, provide convenience in purchasing by opening a branch of Onitsuka sneakers distributor in the international world so that brand awareness can be formed in the minds of consumers, which in the end of Onitsuka products have high competitiveness in the international world. Keywords: Purchasing Decision Process Salah satunya label sepatu legendaris asal Jepang, Onitsuka Tiger. Belakangan, pencari merek ini makin banyak, sehingga sepatu-sepatu yang dijual online pun laku dengan cepat, bahkan jadi rebutan. Karena banyaknya permintaan itu, Onitsuka Tiger kemudian membuka toko pertamanya di Plaza Senayan, Jakarta dan penjualannya sudah melebihi target awalnya. Penelitian ini adalah untuk memahami atau mengetahui proses pengambilan keputusan konsumen dalam membeli produk sepatu Onitsuka. Metodologi penelitian ini mengunakan metodologi kualitatif post positive. Pengumpulan data menggunakan informan dan key informant dalam teknik wawancara. Proses keputusan pembelian sepatu kets Onitsuka berawal dari kebutuhan konsumen akan penggunaan sepatu kets onitsuka, yang diikuti dengan mencari sepatu kets Onitsuka baik dari melalui website, youtube maupun informasi dari teman terdekat. Kemudian berusaha membandingkan dengan produk lainnya baik kekurangan maupun kelebihan dari masing-masing produk yang pada akhirnya konsumen memutuskan untuk membeli produk sepatu kets Onitsuka, selanjutnya perilaku pasca pembelian dapat diketahui adanya konsumen loyal, konsumen coba- coba dan konsumen pengguna merek lain. Dalam hal ini produsen sepatu kets Onitsuka harus meningkatkan citra merek, memberikan kemudahan dalam pembelian dengan membuka cabang distributor sepatu kets Onitsuka di dunia Internasional sehingga brand awareness dapat dibentuk dalam benak konsumen yang pada akhirnya produk Onitsuka memiliki daya saing yang tinggi di dunia Internasional. Kata Kunci : Proses Keputusan Pembelian

Item Type: Thesis (S2)
Call Number CD: CD/552. 20 026
NIM/NIDN Creators: 55217120061
Uncontrolled Keywords: Proses Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 21 Dec 2021 06:50
Last Modified: 05 Apr 2022 01:58
URI: http://repository.mercubuana.ac.id/id/eprint/52656

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