Peran Brand Benefit dalam Pengambilan Keputusan Konsumen Ahmad Dhani School Of Rock:(Survei Deskriptif Motivasi Keputusan Pembelian Konsumen Ahmad Dhani School of Rock)

Vidi Mahatma Santoso , Lisa Lindawati

2016 | Skripsi | Ilmu Komunikasi

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

Kata Kunci : Pengembilan Keputusan