PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMILIH PRODUK KARTU SELULER GSM (Studi Pada Siswa SMA Negeri di Kecamatan Klojen Kota Malang)
| Main Author: | HERMAWAN, DIDIK |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2009
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/16130/ |
Daftar Isi:
- Telecommunication development in Indonesia caused various telecommunication industries launched the latest product service by making commercial and make the communication cost lower, whether through printed media or electronic media. It aimed to serve the consumer satisfaction and attract consumer to the product offered for society. In this research, the writer saw the consumptive students behavior in using communication facility in their daily life. The research focused on the decision making process of the students in choosing product GSM cell-card. As the second metropolis city, Malang which was developed in science and technology effected the students behavior in choosing card product. Market segmentation has touched the decision makingin students. Decision making process was come from social interaction role with other people. Thatâ€TMs why the writer interesting to see: (1) Why the consumer chose a GSM cell-card product; (2) How the consumer decision making process in choosing GSM cell-card product; the second: to find out the decision making process in choosing GSM cell-card product. The research was qualitative descriptive, data collection using research subject consisted of 30 subjects from 5 high school in Klojen sub-district Malang city and data collection technique were: Observation, interview, and documentation, by using data analysis stated by Miles and Huberman. They were data collection, data reduction, data service, and conclusion. The research showed various things. They were: consumer decision making process because of individual, consumer decision making as a part of social group, and consumer decision making process because of reference group. In the research, individual as consumer who chose GSM cell-card product were not far from culture, social, and psychology factors: perception, motivation, learning, and faith, also the consumer attitude in decision making process in choosing product. In Coleman rational option theory, small group or commune would influence individual in decision making to choose a product. Product option would be rationalized as the individual needs in communication, whether the product profitable or not. The research concluded that from the three process of consumer decision making in choosing GSM cell-card product, individual still hold on internal factors like perception, motivation, learning, faith, and attitude; and external factors like commercial, close friends, and parents.