THE ANALYSIS OF DECISION-MAKING PROCESS WITH 7P (A Quantitative-Descriptive Research of The Consumers of Happy Puppy Seturan Yogyakarta and Hello FKTV Yogyakarta)

Rismiyanti, Rebekka (2016) THE ANALYSIS OF DECISION-MAKING PROCESS WITH 7P (A Quantitative-Descriptive Research of The Consumers of Happy Puppy Seturan Yogyakarta and Hello FKTV Yogyakarta). In: The 3 rd International Conference on Corporate and Marketing Communication 2016, 18 Oktober 2016, Unika Atma Jaya Jakarta.

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Abstract

Decision is the result of selecting one out of two or more options or available alternatives (Schiffman and Kanuk, 2000). As for other activities, decision-making can also be applied for choosing the right karaoke house to get entertainment. This paper is a quantitative-descriptive research of decision-making process of the consumers of Hello FKTV Yogyakarta and Happy Puppy Seturan, whose data are obtained from questionnaires spread to 30 consumers of Happy Puppy Seturan and Hello FKTV Yogyakarta who have come at least twice to both karaoke houses. Afterwards, the data are then analyzed using one of the marketingcommunication theories, which is Solomon’s consumer decision making process. The theory presumes that there are four steps in the process of consumer’s decision making process—problem/ need recognition,information search, evaluation of alternatives, and product choice. At the stage of evaluation of alternative, there is a paradigm called 7P, which tries to see a product or service from the viewpoint of marketing from seven different angles—product, price, place, promotion, people, process, and physical evidence. The 7P becomes the indicator to see and compare various alternatives which become the consideration of consumers in searching for information. It is then concluded that consumers fulfill their needs for karaoke by spending small amount of money through the utilization of discount voucher provided by Happy Puppy Seturan and Hello FKTV. Consumers give positive evaluation concerning the price or karaoke-room rental and the song collections. But other aspect such as foods and beverages are still evaluated negatively by the consumers, because of the tasteless of foods and the unaffordable price. Most of the consumers get the information concerning Happy Puppy Seturan and Hello FKTV form their friends and only small portion of the consumers seek for the information via social media. Promotion through social media can be one of the effective strategies to attract consumers, especially college students.

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