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All Journal Jurnal Ekonomi Wacana, Jurnal Sosial dan Humaniora Jurnal Ilmu Keluarga dan Konsumen International Journal of Community Service Learning Jurnal Perilaku dan Strategi Bisnis MABIS: Manajemen dan Bisnis Proceedings Series on Physical & Formal Sciences Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Indonesian Journal of Business Analytics (IJBA) The Es Economics and Entrepreneurship Jurnal Bisnis dan Manajemen West Science
Anna Triwijayati
Fakultas Ekonomi Dan Bisnis, Universitas Ma Chung
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Social Sciences

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Journal : MABIS: Manajemen dan Bisnis

 1 
STUDI FENOMENOLOGI EKSPLORASI MODEL PENGAMBILAN KEPUTUSAN KONSUMEN ANAK PADA KONSUMSI JAJANAN SEKOLAH Anna Triwijayati
Manajemen dan Bisnis Vol 12, No 1 (2013): March 2013
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (374.248 KB) | DOI: 10.24123/jmb.v12i1.5

Abstract

Children consumers are a potential segment because they have pocket money and do the buyingbehavior. Consuming snacks at school is typical children behavior in Indonesia. Research onhow children make decision of their consumption is very interesting and useful because there hasnever been a similar study thoroughly examined the specific decision making of childrenconsumers. This study aims to construct a theory of decision making of buying snacks bychildren consumers. The research method used is phenomenology. Phenomenology method isutilized in order to get meaningful and ‘live’ children’s experiences. Based on the stages of datacollection, analysis and classification of the themes, this result obtained 22 themes related tochildren consumer decision making. All of themes are processed into meaning essential and fromthis gives propotitions and model of children consumer decision making.The result shows thatchildren consumer decision making process is determined by these factors: internal children theirself, teacher’s references, parents, conditioning and snack product. The process have threestages which are driving physical and psychological need factors, process of quick alternativeevaluation of snack products, and unplanned decision.Konsumen anak adalah segmen yang potensial karena mereka memiliki uang saku danmelakukan pembelian.Perilaku mengkonsumsi jajanan pada konsumen anak merupakan perilakuanak yang khas di Indonesia.Penelitian tentang bagaimana anak mengambil keputusan konsumsisangat menarik dan berguna untuk diteliti karena belum pernah ada penelitian serupa yangmengkaji dan menghasilkan model pengambilan keputusan khusus konsumen anak secaralengkap. Penelitian ini bertujuan untuk membangun suatu teori proses pengambilan keputusanpembelian makanan jajanan oleh konsumen anak. Metode penelitian yang digunakan adalahfenomenologi. 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 tematersebut diolah melalui proses esensi makna sehingga menghasilkan proposisi dan modelpengambilan keputusan konsumen anak. Hasil analisis menunjukkan bahwa pengambilankeputusan konsumen anak ditentukan oleh faktor internal anak, referensi guru, orang tua,pengkondisian dan produk. Proses pengambilan keputusan konsumen anak memiliki tiga tahapanproses yaitu dorongan kebutuhan fisik dan psikis anak, proses evaluasi pilihan jajanan yangdilakukan dengan cepat (quick evaluation) dan keputusan pembelian yang tidak terencana(unplanned decision).
Co-Authors Achmad Zahruddin Bintang Pramudya Putra Prasetya Deviga Bayu Pradipta Deviga Bayu Pradipta Dian Wijayanti Erica Adriana Erica Adriana Etsa Astridya Setiyati Felik Sad Windu Wisnu Broto Giovani Santoso Hana Rengganawati Hendri Khuan Ivana Angela Ivana Devianti Afrizal Lilis Lestari Wilujeng Melany Melany Melany Melany Nugroho, Didit Prasetyo sintesa, nika Stefanus Yufra M. Taneo Yogi Sugiarto Maulana Yohanes Paulus Luciany Yulia Novita Zainal Arifin