Deskripsi konsumen generasi milenial dalam mengikuti tren online auction barang mewah melalui media sosial instagram @auctionluxe

Fitriyanti, Vivie (2020) Deskripsi konsumen generasi milenial dalam mengikuti tren online auction barang mewah melalui media sosial instagram @auctionluxe. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Salah satu dampak dari media sosial Instagram di Indonesia adalah banyaknya anak muda generasi millenial yang ingin mengikuti tren memiliki barang branded terkini yang digunakan banyak orang. Salah satu solusi yang digunakan oleh generasi milenial untuk mendapatkan barang tersebut dengan harga murah adalah online auction. Peneliti kemudian ingin meneliti deskripsi tipe-tipe generasi milenial yang berdomisili di DKI Jakarta yang menjadi pembeli barang branded tersebut melalui online auction menggunakan akun Instagram @Auctionluxe. Deskripsi tipe pembeli akan didasarkan pada tipe pembeli e-commerce, loyalitas pembeli, dan pengalaman berbelanja online konsumen. Penelitian ini menggunakan metode penelitian kualitatif dengan desain penelitian studi kasus. Pengumpulan data primer dilakukan melalui wawancara mendalam (in depth interview) terhadap informan milenial yang pernah mengikuti proses online auction Auctionluxe, baik yang pernah dan belum pernah memenangkan barang yang dilelangkan. Selain itu penelitian juga diperkuat oleh data sekunder yang berasal dari internet, e-jurnal dalam website, koran, dan media yang mendukung. Hasil penelitian ini menyatakan bahwa terdapat empat tipe pembeli yang menjadi bidder di Auctionluxe, yaitu tipe kolektor, reseller, investor, dan end user. Keempat tipe pembeli ini merupakan tipe pembeli yang unik jika dibandingkan dengan e-commerce lainnya, yang terjadi dikarenakan perbedaan kelas ekonomi dari bidder auctionluxe dan spesifik barang yang ditawarkan oleh auctionluxe./Impact from social media Instagram in Indonesia is millennials who want to follow the trend of having the latest branded goods that are used by other people. One solution that is used by millennials to be able to get these items at low prices is an online auction. The researcher then wants to examine the description of the types of millennial buyers who bids through online auction at an Instagram account @Auctionluxe. The type of buyer description will be based on the type of e-commerce buyer, buyer loyalty, and consumer online shopping experience. This study uses qualitative research methods with a case study research design. Primary data collection is done through in-depth interviews with millennial informants who have taken part in the online auction. In addition, research is also strengthened by data from the internet which are derived from the internet, e-journals on websites, newspapers and supporting media. The results of this study stated that there are four types of buyers who become bidders in Auctionluxe, namely the type of collector, reseller, investor, and end user. These four types of buyers are unique compared to other e- commerce buyers because the difference in goods being auctioned and economic class of bidders.

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