Path: TopS1-Final ProjectSchool of Business and Management2017

THE CONSUMER BEHAVIOR ANALYSIS OF WEEABOO: PURCHASE DECISION MAKING PROCESS ON JAPANESE POPULAR CULTURE PRODUCTS

THE CONSUMER BEHAVIOR ANALYSIS OF WEEABOO: PURCHASE DECISION MAKING PROCESS ON JAPANESE POPULAR CULTURE PRODUCTS

Undergraduate Theses from JBPTITBPP / 2017-09-15 14:42:13
Oleh : Egi Septiar (NIM 19014036), Central Library Institute Technology Bandung
Dibuat : 2017-09-15, dengan 1 file

Keyword : Weeaboo, Consumer Behavior, Purchase Decision, Qualitative Research

Weeaboo merupakan orang non Jepang yang terobsesi dengan dunia budaya Jepang.

Dari hasil penelitian awal ditemukan bahwa memahami karakteristik weeaboo sangat

penting dilakukan karena berimplikasi pada munculnya gap antara produk budaya

populer Jepang yang disediakan dengan ekspektasi weeaboo sebagai konsumen.

Penelitian ini hanya berfokus pada analisis perilaku konsumen weeaboo yang didapat

dari identifikasi faktor-faktor yang mempengaruhinya dan proses pengambilan

keputusan pembelian terhadap produk-produk budaya populer Jepang. Penelitian ini

menggunakan model Stimulus-response Kotler dan Keller untuk membantu analisis

data. Metode naratif digunakan dalam penelitian ini dan wawancara mendalam

merupakan cara untuk pengumpulan data. Sedangkan untuk menginterpretasikan data

yang diperoleh menggunakan data analisis komponen-komponen: Interaktif model dari

Miles dan Hubermen.

Budaya menonton anime dan mengunjungi event Jepang menjadi pemicu weeaboo

dalam membeli produk-produk budaya populer Jepang yang ditunjukkan dengan

pembelian produk anime seperti kaos, jaket, tas, anime figure, pin, gantungan kunci,

dan poster. Pembelian produk budaya populer Jepang itu juga merupakan representasi

kepribadian dan konsep diri seorang weeaboo di kelompok acuan mereka. Karakteristik

weeaboo yang bervariasi berimplikasi pada pengelompokkan target penjualan yang

dapat mengatasi masalah ketidaksesuaian produk yang disediakan dengan produk yang

diharapkan weeaboo sebagai konsumen. Penelitian menemukan bahwa klasifikasi

weeaboo berdasarkan perilaku pembeliannya didasarkan atas lima kategori yaitu

weeaboo Japanese pop culture, weeaboo Japanophile, weeaboo J-fashion, weeaboo

cosplayer dan weeaboo Sultan. Penelitian ini menyarankan agar penjual produk budaya

populer Jepang harus mencermati perilaku pembelian weeaboo bermotif rasional dan

emosional yang secara tidak langsung berdampak pada strategi pemasaran. Selain itu

pembuatan produk harus selalu up to date terhadap anime-anime terbaru dan

optimalisasi promosi di Instagram dan Facebook dikarenakan perubahan perilaku

konsumen yang lebih banyak mencari informasi produk di media sosial.

Deskripsi Alternatif :

Weeaboo is a non-Japanese person who is obsessed with the Japanese cultural world.

From the results of preliminary research, it is found that understanding the

characteristics of weeaboo is very important because it implies the emergence of a gap

between Japanese popular culture products provided with weeaboo expectations as

consumers. This research focuses only on the analysis of weeaboo consumer behavior

that was derived from the identification of the influencing factors and the purchase

decision making process towards Japanese popular culture products. This research

applied Kotler and Keller Stimulus-response models to assist the data analysis.

Narrative method used in this research and in-depth interview is the way to collecting

data. Meanwhile, to interpret the obtained data using components of data analysis:

Interactive model by Miles and Huberman.

The culture of watching anime and visiting Japanese events becomes a trigger a

weeaboo in the purchase of Japanese pop culture products which is shown by the

purchase of anime products such as t-shirts, jackets, bags, anime figures, pins, key

chains and posters. The purchase of Japanese popular culture products is also a

representation of the personality and self-concept of a weeaboo in their reference

group. The character of weeaboo that is vary has implications for the grouping of sales

targets that can address the product nonconformance issues provided with the products

weeaboo is expected to be consumers. The research found that the weeaboo

classification based on the purchasing behavior was based on five categories: weeaboo

Japanese pop culture, weeaboo Japanophile, weeaboo J-fashion, weeaboo cosplayer

and weeaboo Sultan. This research suggests that sellers of Japanese popular culture

products should look at the rational and emotional weeaboo purchasing behavior that

indirectly impacts the marketing strategy. In addition, the manufacture of products

must always be up to date on the latest anime and optimization of promotions in

Instagram and Facebook due to changes in consumer behavior that search more for

product information in social media.

Copyrights : Copyright (c) 2001 by Perpustakaan Digital ITB. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

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