Analisis proses pengambilan keputusan pengguna fitur Traveloka Xperience generasi milenial = Analysis of decision making process on millennials users of traveloka xperience features

Christanto, Hans (2020) Analisis proses pengambilan keputusan pengguna fitur Traveloka Xperience generasi milenial = Analysis of decision making process on millennials users of traveloka xperience features. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Gaya hidup milenial di era digital sudah berubah, berbeda dengan generasi sebelumnya. Dari kebiasaan untuk membeli suatu barang, menjadi kebiasaan membeli suatu pengalaman. Traveloka sebagai perusahaan pendatang baru di bidang perjalanan dan pariwisata melihat hal ini sebagai suatu peluang. Sehingga Traveloka memperbaharui fitur lama mereka menjadi Xperience, yang berhubungan dengan gaya hidup untuk menambah pengalaman bagi semua kalangan. Traveloka Xperience memberi banyak promosi, dengan tujuan untuk menarik perhatian masyarakat agar mulai menggunakan fitur Xperience. Mengetahui hal ini, sebuah penelitian dilakukan untuk menjabarkan bagaimana proses pengambilan keputusan pengguna fitur Traveloka Xperience. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data dilakukan dengan data primer yaitu wawancara secara mendalam dan observasi serta data sekunder yaitu melihat informasi dari sumber tertulis. Hasil penelitian ini menunjukkan bahwa pengguna fitur Traveloka Xperience melalui proses pengambilan keputusan yang meliputi, identifikasi kebutuhan, pencarian informasi, evaluasi pra pembelian alternatif, pembelian, konsumsi, evaluasi pasca konsumsi, dan penyelesaian, agar dapat menambah dan memudahkan mereka dalam mencari pengalaman. Selain itu, dasar para informan kunci memutuskan menggunakan Traveloka Xperience adalah kemudahan, harga yang murah, dan kepercayaan terhadap Traveloka. Temuan lain dari penelitian ini adalah ada yang belum menggunakan Traveloka Xperience namun pasti akan menggunakannya suatu saat nanti karena menurutnya fitur ini akan sangat membantu dirinya suatu saat nanti. / In this digital era, the lifestyle of millennials begin to shift differently from the previous generations. Which usually millennials spend their money to buy products, but instead they started to shift spending more towards experience. As a startup company in travel and tourism section, Traveloka see this as an opportunity. Therefore, Traveloka enhance their old features into Xperience, that is related with lifestyle so that people from all groups could have more experience. Traveloka Xperience provide many promotions to raise people’s awareness so that they will start on using Traveloka Xperience. Therefore, this research aims to explore on how does the user make their decision in using Traveloka Xperience. This research uses qualitative approach and descriptive methodology. Primary data collection was obtain through in-depth interviews and observations, while the secondary data were obtain through finding information from written sources. The result of this research shows that the user of Traveloka Xperience undergoes consumer decision making process which includes, need recognition, search for information, pre-purchase alternative evaluation, purchase, consumption, post-consumption evaluation, and divestment, so that it will be easier for them to have more experience. In addition, the basis for key informants deciding to use Traveloka Xperience is convenience, low prices, and trust in Traveloka. Other findings from this research, there is one key informant not using Traveloka Xperience yet but will definitely use it someday because according to him this feature will really help him someday.

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