STUDI FENOMENOLOGI EKSPLORASI MODEL PENGAMBILAN KEPUTUSAN KONSUMEN ANAK PADA KONSUMSI JAJANAN SEKOLAH
Children consumers are a potential segment because they have pocket money and do the buying behavior. Consuming snacks at school is typical children behavior in Indonesia. Research on how children make decision of their consumption is very interesting and useful because there has never been a simila...
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| Format: | Article |
| Language: | English |
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Department of Management, Faculty of Economics and Business, Universitas Surabaya
2013-03-01
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| Series: | Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | https://www.journalmabis.org/mabis/article/view/5 |
| Summary: | Children consumers are a potential segment because they have pocket money and do the buying
behavior. Consuming snacks at school is typical children behavior in Indonesia. Research on
how children make decision of their consumption is very interesting and useful because there has
never been a similar study thoroughly examined the specific decision making of children
consumers. This study aims to construct a theory of decision making of buying snacks by
children consumers. The research method used is phenomenology. Phenomenology method is
utilized in order to get meaningful and ‘live’ children’s experiences. Based on the stages of data
collection, analysis and classification of the themes, this result obtained 22 themes related to
children consumer decision making. All of themes are processed into meaning essential and from
this gives propotitions and model of children consumer decision making.The result shows that
children consumer decision making process is determined by these factors: internal children their
self, teacher’s references, parents, conditioning and snack product. The process have three
stages which are driving physical and psychological need factors, process of quick alternative
evaluation of snack products, and unplanned decision.
Konsumen anak adalah segmen yang potensial karena mereka memiliki uang saku dan
melakukan pembelian.Perilaku mengkonsumsi jajanan pada konsumen anak merupakan perilaku
anak yang khas di Indonesia.Penelitian tentang bagaimana anak mengambil keputusan konsumsi
sangat menarik dan berguna untuk diteliti karena belum pernah ada penelitian serupa yang
mengkaji dan menghasilkan model pengambilan keputusan khusus konsumen anak secara
lengkap. Penelitian ini bertujuan untuk membangun suatu teori proses pengambilan keputusan
pembelian makanan jajanan oleh konsumen anak. Metode penelitian yang digunakan adalah
fenomenologi. Metode tersebut dipilih untuk mendapatkan pengalaman anak yang bermakna dan
‘hidup’. Berdasarkan tahapan pengumpulan dan analisis data serta dari hasil penggolongan tema,
diperoleh hasil 22 tema terkait dengan pengambilan keputusan konsumen anak.Semua tema
tersebut diolah melalui proses esensi makna sehingga menghasilkan proposisi dan model
pengambilan keputusan konsumen anak. Hasil analisis menunjukkan bahwa pengambilan
keputusan konsumen anak ditentukan oleh faktor internal anak, referensi guru, orang tua,
pengkondisian dan produk. Proses pengambilan keputusan konsumen anak memiliki tiga tahapan
proses yaitu dorongan kebutuhan fisik dan psikis anak, proses evaluasi pilihan jajanan yang
dilakukan dengan cepat (quick evaluation) dan keputusan pembelian yang tidak terencana
(unplanned decision). |
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| ISSN: | 1412-3789 2477-1783 |