Perilaku Konsumen Analisa Deskriptif Pemilihan Tempat Belanja Konsumen Pedesaan
Abstract
Abstrak
Tulisan ini bertujuan untuk menganalisa perilaku konsumen di pedesaan dalam memilih tempat belanja. Keputusan membeli merupakan suatu tindakan yang dilakukan oleh konsumen dalam memutuskan untuk membeli suatu produk atau jasa tertentu. Temuannya bahwa lokasi, harga, pemilihan, kenyamanan, layanan pelanggan, dan kebijakan pengembalian; selain itu terbatasnya penguasaan teknologi membuat konsumen sulit dalam penerimaan konsep e-commerce yang ditawarkan. Dengan menggunakan pendekatan kualitatif, sumber data primer dikumpulkan dari wawancara dan observasi; lokasi penelitian dilakukan di Toko Kelontong Novi-Ali Panguragan Cirebon; sumber data sekunder didapatkan dari artikel-artikel terkait penelitian. Kebaruan dari penelitian ini adalah adanya faktor psikologis berupa emosional antar warga desa dan budaya turun temurun. Keterbatasan penelitian ini dapat dilakukan melalui penelitian lanjutan untuk penelitian sejenis maupun pengembangannya.
Kata Kunci: perilaku konsumen masyarakat pedesaan, pemilihan tempat belanja, Toko Kelontong Novi Ali
Abstract
This paper aims to analyze consumer behavior in rural areas in choosing a place to shop. Buying decision is an action taken by consumers in deciding to buy a particular product or service. His findings that location, price, selection, convenience, customer service, and return policy; in addition to the limited mastery of technology makes it difficult for consumers in the acceptance of e-commerce concepts offered. By using a qualitative approach, primary data sources were collected from interviews and observations; the location of the study was conducted at Novi-Ali Panguragan Cirebon grocery store; secondary data sources were obtained from research-related articles. The novelty of this study is the presence of psychological factors in the form of emotions between villagers and hereditary culture. Limitations of this research can be done through advanced research for similar research and development.
Keywords: consumer behavior of rural communities, the selection of shopping, grocery stores Novi Ali
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References
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