HANFI, FAUZIYAH (2020) PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MELALUI KOMUNITAS ONLINE FEMALE DAILY NETWORK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of consumer behavior is dynamic, meaning that it is always changing. Changes in consumer behavior indicate that consumers are more reactive, interactive, in seeking information. The emergence of the internet has led to changes in consumer behavior in making purchasing decisions, including in this segment of the cosmetics industry. Cosmetic product users trust more what information is contained in a community such as an online community. Online communities can be formed on various platforms such as websites, Instagram, Twitter, Facebook, blogs, and others. Various content from the platform can simplify the process of delivering and distributing information in the purchasing decision making stage. An online community that provides special information for women, especially cosmetic products, is the Female Daily Network. The Female Daily Network presents content that women are looking for, such as fashion and beauty. The theory used is Hermawan Kartajaya's Customer Path 4.0, namely Customer Path 5A. This study aims to describe the decision-making process for purchasing cosmetic products through the online community of the Female Daily Network from the stages of awareness, appeal, ask, act, and advocate. The approach used is qualitative with descriptive study methods. The research subjects were active members of the online community Female Daily. In this study, differences were found with Hermawan Kertajaya's theory. Where are the stages of the purchasing decision making process, namely Appeal → Aware → Ask → Act → Advocate. This happens because of the connectivity that affects informants in deciding to buy cosmetic products based on other people's opinions or reviews. So that the purchase decision is also the result of purchasing decisions with other people who recommend these cosmetic products. Keywords: Consumer Behavior, Cosmetic Products, Stage 5A, Online Community Fenomena perilaku konsumen bersifat dinamis artinya selalu mengalami perubahan. Perubahan perilaku konsumen tersebut menunjukkan bahwa konsumen lebih bersifat reaktif, interaktif, dalam mencari informasi. Kemunculan internet menyebabkan perubahan perilaku konsumen dalam pengambilan keputusan pembelian, tak terkecuali di segmen industry kosmetik ini. Pengguna produk kosmetik lebih mempercayai informasi apa yang tercantum di dalam suatu komunitas seperti komunitas online. Komunitas online dapat terbentuk di berbagai platform seperti website, instagram, twitter, facebook, blog, dan lain-lain. Berbagai konten dari platform tersebut dapat mempermudah proses penyampaian dan distribusi informasi dalam tahap pengambilan keputusan pembelian. Komunitas online yang menyajikan informasi khusus bagi kaum wanita khususnya produk kosmetik adalah Female Daily Network. Female Daily Network menghadirkan konten yang dicari wanita seperti fashion dan beauty. Teori yang digunakan adalah Customer Path 4.0 Hermawan Kartajaya yaitu Customer Path 5A. Penelitian ini bertujuan untuk mendeskripsikan proses pengambilan keputusan pembelian produk kosmetik melalui komunitas online Female Daily Network dari tahap aware, appeal, ask, act,dan advocate. Pendekatan yang digunakan adalah kualitatif dengan metode studi deskriptif. Subjek penelitian adalah member aktif komunitas online Female Daily. Pada penelitian ini, ditemukan perbedaan dengan teori Hermawan Kertajaya. Dimana tahapan proses pengambilan keputusan pembeliannya yaitu Appeal → Aware → Ask → Act → Advocate. Hal tersebut terjadi, karena adanya konektivitas yang mempengaruhi informan dalam memutuskan pembelian produk kosmetik berdasarkan pendapat atau ulasan orang lain. Sehingga keputusan pembeliannya pun merupakan hasil keputusan pembelian bersama orang lain yang merekomendasikan produk kosmetik tersebut. Kata Kunci: Perilaku Konsumen, Produk Kosmetik, Tahap 5A, Komunitas Online.
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