"[
ABSTRAKPenelitian ini menggali tentang proses pengambilan keputusan pada sejumlah
informan yang menjadi konsumen dan non-konsumen di event Float 2 Nature.
Peneliti ingin melihat apa saja alasan-alasan sehingga mereka memutuskan untuk
menjadi konsumen atau menjadi non-konsumen dalam event tersebut karena
produk yang menjadi bahan penelitian termasuk produk high involvement.
Penelitian ini menggunakan pendekatan kualitatif. Hasil penelitian ini
menunjukkan bahwa terjadi proses-proses pengambilan keputusan dari tahap
pemahaman kebutuhan, pencarian informasi, evaluasi alternatif, pengambilan
keputusan dan perilaku pasca pembelian. Hasilnya adalah ternyata remaja-dewasa
cukup bertanggung jawab dengan perannya. Remaja-dewasa tersebut memahami
kewajibannya sebagai mahasiswa, sebagai karyawan. Remaja-dewasa memahami
kebutuhan primer dan sekunder mereka. Dapat dilihat bahwa yang menjadi
konsumen pada event tersebut adalah informan yang sudah „matang‟ dan bekerja
lebih dari tiga tahun. Dan yang tidak menjadi konsumen adalah remaja-dewasa
yang baru memasuki dunia kerja, dan belum terlalu „matang‟ dari segi usia.
ABSTRACT This research dig on the decision-making process on a number of informants who
become consumers and non-consumers in the event Float 2 Nature. Researchers
want to see any reasons that they decided to become a consumer or non-consumer
be in the event because the products are a subject of research including high
involvement product. This study used a qualitative approach. These results
indicate that there is a process of decision-making stage of understanding the
needs, information search, evaluation of alternatives, decision-making and postpurchase
behavior. The result turned out that adolescent are responsible enough
with his role. Those adolescent understands its an obligations as a student and as
an employee. Those adolescent understand the needs of their primary and
secondary. It can be seen that the consumer in the event was the informant who
already 'mature' and work more than three years. Beyond that is those are just
entering the world of work , and not too 'mature' in terms of age, This research dig on the decision-making process on a number of informants who
become consumers and non-consumers in the event Float 2 Nature. Researchers
want to see any reasons that they decided to become a consumer or non-consumer
be in the event because the products are a subject of research including high
involvement product. This study used a qualitative approach. These results
indicate that there is a process of decision-making stage of understanding the
needs, information search, evaluation of alternatives, decision-making and postpurchase
behavior. The result turned out that adolescent are responsible enough
with his role. Those adolescent understands its an obligations as a student and as
an employee. Those adolescent understand the needs of their primary and
secondary. It can be seen that the consumer in the event was the informant who
already 'mature' and work more than three years. Beyond that is those are just
entering the world of work , and not too 'mature' in terms of age]"
