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Analisis Proses Pengambilan Keputusan Konsumen Pada Perilaku Pembelian Produk Yamaha Mio Di Kota Ambon
Analisis Proses Pengambilan Keputusan Konsumen Pada Perilaku Pembelian Produk Yamaha Mio Di Kota Ambon
Erlinda Tehuayo
Abstract
Marketing is one of the main activities carried out by entrepreneurs in
their efforts to maintain their survival, to develop and to get profits as expected
so that the company's business runs smoothly and get a positive character from
consumers, then marketing activities must be able to fulfill the desires from
consumers, then marketing activities must be able to fulfill the desires of
consumers. Thus the task of a marketer is to examine the needs of consumers
who are always changing and affect the company to adjust the combination of
production in the form of goods and services to the needs needed.
The consumer behavior model can be seen from the decision making
process, where in the process of decision making this is influenced by external
factors and internal factors in the process input stage. Through this research, it is
expected that it can provide a clear picture of the process of product purchasing
decisions through the needs recognition stage, information retrieval, evaluation
of alternatives, purchasing decisions and post-purchase behavior towards
Yamaha Mio products, especially in Ambon City. This can also be used as
material for consideration to determine the next marketing strategy for the
company concerned.
The process of making consumer purchasing decisions on Yamaha
Mio products through five stages, namely: introduction of needs, information
retrieval, evaluation of alternatives, purchases and post-purchase behavior. The
majority of respondents bought Yamaha Mio products because of work
requirements. The majority of information sources in purchasing Yamaha Mio
products are TV advertisements. In the alternative evaluation phase the main
criteria for purchasing Yamaha Mio products are brands. The majority of
respondents admitted being satisfied using Yamaha Mio products
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Kotler(2009) proseskeputusan
terdapatlima
pembelian yang dilalui oleh setiap individu dalam melakukan pembelian, yaitu :
Pengenalan kebutuhan Tahap awal keputusan membeli, konsumen mengenali adanya masalah k
Pencarian informasi Tahap keputusan pembelian yang dapat meransang konsumen untuk menca
Evaluasi alternatif Proses yang dilakukan konsumen untuk menggunakan informasi yang didapa
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V. Kesimpulan
Proses pengambilan
keputusan pembelian konsumen pada
produk Yamaha Mio melalui lima
tahap yaitu: pengenalan kebutuhan,
pencarian informasi, evaluasi
alternatif, pembelian serta perilaku
pasca pembelian. Mayoritas
responden membeli produk Yamaha
Mio karena kebutuhan kerja. Sumber
informasi mayoritas dalam pembelian
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Saran
Berdasarkan kesimpulan,
maka dapat dikemukakan beberapa
saran penelitian sebagai berikut:
1. Perusahan harus
mempertahankan pelanggan
dengan memberikan kualitas
produk yang baik untuk
konsumen Yamaha Mio
2. Perusahaan harus melakukan
pengenalan produk / promosi
dengan cara yang kreatif
dengan bekerja sama
terhadap konsumen Yamaha
Mio
3. Perusahaan harus menjalin
hubungan kepercayaan yang
baik dengan konsumen
Yamaha Mio
Daftar Pustaka
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