Identifikasi Opinion Leader di Kalangan Mahasiswa untuk Produk Laptop

Arina Eka Pratiwi, Muhammad Saiful Hakim, Yani Rahmawati
Submission Date: 2017-07-25 21:47:10
Accepted Date: 2017-12-31 15:38:17

Abstract


Perkembangan teknologi informasi dewasa ini semakin meningkat, hal ini ditandai oleh bertambahnya permintaan konsumen terhadap laptop. Pada umumnya, konsumen (terutama mahasiswa) melibatkan orang lain (Opinion Leader) dalam pembelian produk laptop. Maka dari itu perlu adanya identifikasi lebih lanjut mengenai Opinion Leader di kalangan mahasiswa untuk produk laptop. Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi mahasiswa mempercayai Opinion Leader. Dalam penelitian ini menggunakan desain riset eksploratori dengan metode kualitatif. Strategi penelitian ini menggunakan strategi survei dengan cara wawancara kepada responden yang sudah memenuhi kategori. Hasil dari penelitian ini menunjukan bahwa dalam pembelian laptop mahasiswa melibatkan Opinion Leader. Faktor yang paling mempengaruhi mahasiswa mempercayai Opinion Leader adalah memahami masalah teknologi dan teman dari satu bidang.


Keywords


Opinion Leader; Perilaku Konsumen

References


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