Peran Brand Benefit dalam Pengambilan Keputusan Konsumen Ahmad Dhani School of Rock

VIDI MAHATMA SANTOSO, Lisa Lindawati, S.IP., M.A.

2016 | Skripsi | S1 ILMU KOMUNIKASI

Berbagai inovasi dan kemajuan teknologi yang membawa pergeseran pangsa pasar, tidak serta merta menjadi faktor determinan yang membuat konsumen mengambil keputusan pembelian terhadap suatu brand. Aaker (1996) berpendapat setidaknya ada 3 elemen yang menjadi nilai daya tawar dari suatu produk. Dalam pembahasannya, Aaker berpendapat pemasar akan dapat melihat lebih dekat faktor - faktor yang mendasari keputusan pembelian konsumen berdasarkan keuntungan (benefit) yang diperoleh. Ketiga elemen tersebut adalah Functional Benefits, Self-expressive, dan Emotional Benefits. Ketiga elemen ini saling mempengaruhi proses pengambilan keputusan konsumen (decision making process) yang mana dari berbagai perspektif, menempatkan konsumen sebagai sosok yang rasional, kognitif, problem solving oriented, meski seringkali emosional. Hawkins (1983) menggambarkan proses pengambilan keputusan tersebut dalam skema Consumer Information Processing Model yang meliputi problem recognition, information search, evaluation and selection of alternatives, decision implementation, dan post-purchase evaluation. Dalam penelitian kuantitaif ini, anda akan diajak peneliti untuk melihat bagaimana konsumen melakukan keputusan pembelian mereka hingga pada tahap evaluation of alternatives, berdasarkan banyak hal yang mampu membawa pergeseran selera pasar, baik itu dari produk maupun tren yang berkembang di media mengenai sosok-sosok di balik produk tersebut. Terlebih sosok di balik produk tersebut adalah sosok yang cukup kontroversial.

Various innovations and technological advancements that bring a shift in market share, does not necessarily become a determinant factor that makes consumers making purchasing decisions to a brand. Aaker (1996) argues there are at least three elements that become bargaining value of a product. In his discussion, Aaker argues marketers will be able to look more closely at the factors which underlying consumer purchasing decisions based on the benefits that were obtained. These elements are the Functional Benefits, Self-expressive, and Emotional Benefits. These three elements are mutually influencing consumer decision making process which from various perspectives, put consumers as a highly rational, cognitive, problem solving oriented, though often emotional. Hawkins (1983) describe the decision-making process in the scheme of Consumer Information Processing Model that includes problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post-purchase evaluation. In this quantitative research, you will be invited by the researcher to see how the consumers of Ahmad Dhani School of Rock make their purchase decisions until the stage of evaluation of alternatives, based on the many things that were able to bring a shift in market tastes. Be it from the product as well as a growing trend in the media about the figures behind these products. Moreover, the figure behind the product is a fairly controversial figure like Ahmad Dhani.

Kata Kunci : Brand Benefits, Consumer Decision Making Process, Quantitative, Ahmad Dhani School of Rock, Great Products Controversial Figures, Ahmad Dhani.