Muhammad Zaky Yamin, - (0031) ANALISIS PERILAKU KONSUMEN BARBERBOS DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Persaingan dalam barberbshop di Kota Bandung semakin ketat dilihat dari jumlah barbershop yang semakin bertambah dari tahun ke tahun. Pada penelitian ini peneliti ingin mengetahui, mendeskripsikan serta menganalisis perilaku konsumen Barberbos dalam pengambilan keputusan pembelian. Alasan dilaksankan penelitian ini adalah untuk lebih memahami konsumen dilihat dari keputusan pembeliannya, ini dilakukan untuk Barberbos agar tetap eksis ditengah ketatnya persaingan barbershop di Kota Bandung. Untuk menjawab pertanyaan diatas peneliti menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data pada penelitian kali ini menggunakan wawancara, studi dokumentasi, studi literatur dan metode penulusuran online. Data dianalisis dengan analisis tematik. Hasil penelitian menunjukan dalam tahapan pengenalan masalah keinginan untuk mencukur rambut itu dipicu secara internal dari narasumber sendiri, untuk tahapan pencarian informasi bisa dikelompokan menjadi tiga yaitu: (1) lokasi, (2) word of mouth, dan (3) media sosial. Sebagian kecil yang melewati tahapan evaluasi alternatif, Bahan pertimbangan mayoritas narasumber adalah dari hasil cukuran, tempat, teman, nama Barberbos dan tidak ada alasan tertentu. Alasan narasumber memutuskan untuk membeli layanan Barberbos adalah karena Barberbos sudah terkenal, selain itu karena karena hasil cukuran yang bagus sesuai dengan yang diinginkan, disesuaikan dengan bentuk wajah, experience saat mencukur juga berkesan, kemudian alasan lain karena pelayanan yang bagus. Alasan terakhir adalah tempatnya yang enak, bersih dan nyaman. Untuk tahapan pasca-pembelian narasumber ada yang merasa sangat puas, puas, dan lumayan puas dengan hasil cukuran yang didapat. Alasan narasumber puas dengan hasil cukurannya adalah karena hasil cukurannya pertama bagus, rapih dan sesuai harapan mereka. : Competition in barbershops in the city of Bandung is getting tighter as seen from the number of barbershops which is increasing from year to year. In this study, researchers want to know, describe and analyze Barberbos consumer behaviour on purchase decision. The reason for carrying out this research is to examine consumer purchasing decisions. This was done for Barberbos to continue to exist amidst the intense competition for barbershops in the city of Bandung. To answer the questions above, the researcher used a qualitative approach with a case study method. Data collection techniques in this research used interviews, documentation studies, literature studies, and online search methods. Data were analyzed using thematic analysis content. The research results show that in the problem recognition stage, the desire to shave their hair was triggered internally from themselves, the information search stage can be grouped into three, namely: (1) location, (2) word of mouth, and (3) social media. A small number passed the alternative evaluation stage. The considerations for the majority of interviewees were the results of the shave, place, friends, barberbos big name and there was no particular reason. The reason the interviewee decided to buy Barberbos services was that Barberbos was well known, apart from that the shaving results were good according to what they wanted adjusted to the shape of the face, and the experience when shaving was also impressive, then another reason was that the service was good. The final reason is that the place is nice, clean and comfortable. For the post-purchase stage, the interviewees felt very satisfied, satisfied, and quite satisfied with the shaving results they obtained. The reason the interviewees were satisfied with the results of their shaving was that the results of the first shave were good, neat, and according to their expectations.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&view_op=list_works&authuser=2&gmla=AC6lMd-shYqBGvJxj6UhMmVsyZjR7Ur7_jBJ4qv41XvyZ3q1HTIUcBlwsNdKaMvDJ9n6spI1e0mJgQtYstxiTtBEsRgH0w0Gecd0&user=B1mzEsoAAAAJ&gmla=AC6lMd-javX6LCVHxnu9d86jF574uizXTSGBQgDN8m1-6wu4PPyfGZvJCej4CiNJuQTsEc0GM60ejrJnM602JYpiH17gsstVbxz9nLM7cJoawFWra792NG9JCg&sciund=10688008998232527875 ID SINTA Dosen Pembimbing: Vanessa Gaffar : 5993246 Denny Andriana : 5996554 |
| Uncontrolled Keywords: | Barbershop, Barberbos, keputusan pembelian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | muhammad zaky yamin |
| Date Deposited: | 08 Sep 2024 03:20 |
| Last Modified: | 08 Sep 2024 03:20 |
| URI: | http://repository.upi.edu/id/eprint/122204 |
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