Model Perilaku Konsumen Pada Era Digital Terhadap Fashion Luxury Brand
Keywords:
Luxury brand, social media, consumer behaviourAbstract
Abstract. Tak luput dari tren, Indonesia pun memiliki ekosistem produk fesyen mewah yang solid. Preferensi konsumennya pun bergeser. Kalau dulu banyak orang Indonesia memburu barang bermerek preloved(bekas), kini mereka semakin mampu membeli yang baru. Permintaan akan barang baru dari merek prestisius (blue-chip brands) meroket dari tahun ke tahun, khususnya di tataran e-commerce. Tahun lalu, total transaksi barang branded naik 37% dibandingkan periode sebelumnya, sedangkan total pembelanjaannya melesat 50%. Tren konsumsi barang-barang bermerek dengan harga fantastis itu terungkap dalam laporan Asia Luxury Index 2016 yang dilansir Reebonz, situs belanja online terbesar di Asia khusus untuk segmen produk fesyen prestisius
Perilaku konsumen berkaitan dengan komunikasi pemasaran karena dengan menganalisis perilaku konsumen maka diketahui informasi mengenai bagaimana konsumen mengambil keputusan dalam melakukan pembelian suatu produk atau jasa. Informasi tersebut diperlukan dalam mencari factor-faktor penyebab seorang konsumen membeli atau tidak jadi membeli dengan memperhatikan adanya perbedaan harapan dan kebutuhan konsumen. Merek mewah dianggap sebagai gambaran dalam benak konsumen yang terdiri asosiasi tentang Level tertinggi dari harga, , kualitas, estetika, kelangkaan, extra ordinariness dan tingkat tinggi asosiasi non-fungsional.
Metodologi penelitian yang digunakan oleh peneliti dalam penelitian ini adalah studi kasus. Studi kasus merupakan metodologi penelitian yang menelaah satu kasus secara intensif, mendalam, mendetail, dan komprehensif. Studi kasus bisa dilakukan terhadap individu atau kelompok. Pada penelitian yang menggunakan metode ini, berbagai variablenya ditelaah dan ditelusuri, termasuk kemungkinan hubungan antarvariabel yang ada. Karenannya, penelitian studi kasus bisa jadi melahirkan pernyataan-pernyataan yang bersifat eksplanasi. Tujuan penelitian ini adalah untuk mengetahui Pola Perilaku Konsumen Di Era Digital Melaui Media Sosial Instagram Terhadap Fashion Luxury Brand.
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