CONSUMER MOTIVATION OF HAVING A BLACK-COLOR CAR IN SURABAYA AREA

  • Vincent Cahyadi Jurusan International Business Networking Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: motivasi konsumer, Victor Vroom’s Expectancy Theory, mobil berwarna hitam

Abstract

Di Indonesia khususnya Surabaya, tren dalam pembelian mobil penumpang telah meningkat seiring dengan pertumbuhan negara secara keseluruhan. Banyak hal yang membentuk sebuah pilihan pada mobil penumpang seperti merek, model, alokasi biaya dan pemilihan warna. Mobil berwarna hitam telah menjadi pilihan para konsumer secara dominan untuk waktu yang sangat lama dan sampai sekarang masih menjadi pilihan warna teratas. Secara kontroversial, mobil berwarna hitam juga menjadi warna mobil yang paling susah untuk dirawat oleh pemilik mobil itu tersendiri. Karya ilmiah ini akan mencari tahu tentang motivasi konsumer tentang motivasinya untuk mempunyai mobil berwarna hitam meskipun banyak usaha ekstra yang dibutuhkan dengan menggunakan teori ekspektansi Vroom. Hasil menunjukan bahwa konsumer mendapatkan keuntungan lebih dari mobil warna hitam seperti mencerminkan status personalnya, harga jual kembali yang lebih baik, dll yang jauh melebihi usaha yang dibutuhkan untuk mempunyai mobil berwarna hitam. Penemuan ini pada akhirnya dapat digunakan sebagai informasi oleh tim marketing untuk mendapatkan pemahaman yang lebih baik dalam perilaku konsumer.

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Published
2016-03-01
Issue
Vol. 5 No. 1 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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