PERILAKU KONSUMEN GENERASI MILENIAL DI DAERAH MARGINAL PEDALAMAN KECAMATAN MAMBORO PROPINSI SUMBA TENGAH

Seto Herwandito, Sampoerno Sampoerno, Alvianto Wahyudi Utomo

Abstract


Penelitian mengenai perilaku konsumen khususnya generasi milenial sudah banyak dilakukan oleh akademisi, dan kebanyakan dilakukan di wilayah perkotaan atau urban. Akan tetapi tidak semua generasi milenial hidup di wilayah perkotaan atau urban, adapula yang hidup di wilayah marginal yang terisolir dan miskin seperti di Kecamatan Mamboro, Sumba Tengah. Penelitian ini berusaha untuk melihat bagaimana perilaku konsumen di kecamatan Mamboro, Pulau Sumba yang merupakan daerah terisolir dan miskin. Teori yang digunnakan adalah teori perilaku konsumen. Paradigma yang digunakan adalah konstruktivis dengan pendekatan kualitatif serta menggunakan tehnik interview dan FGD. Metode pemilihan partisipan menggunakan purposive sampling yang melibatkan 66 orang, terbagi menjadi 2 gelombang. Komposisi partisipan terdiri dari 50 orang SMKN 1 Mamboro dan 16 Orang dari Kelompok karang Taruna Kecamatan Mamboro. Penelitian ini dilakukan dari bulan Juni hingga Juli 2019. Hasil yang didapat, perilaku konsumen di daerah miskin dan terisolir berbeda dengan daerah lainnya. Faktor sumber daya seperti uang dan lokasi yang terpencil membuat para partisipan berhati-hati dalam membeli barang. Selain itu adanya orang yang dipercaya seperti keluarga, teman dekat membuat proses pembelian online ini menjadi lebih mudah untuk dilakukan, mengingat lokasi partisipan yang terpencil.

Keywords


Facebook; Kepercayaan; Sepak Bola; Sumber Daya; Uang

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DOI: http://dx.doi.org/10.30813/bricolage.v7i1.2170

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