Komunikasi Bisnis melalui Consumers’ Perceived Value dan Dampaknya terhadap Upcycled Product Attitude
Abstract
Komunikasi bisnis diperlukan untuk meningkatkan kesadaran masyarakat akan suatu nilai produk. Dalam penelitian ini, dibahas secara spesifik tentang mengkomunikasikan nilai dari suatu produk daur ulang (upcycled product) dari sisi Green Value, Functional Value, Emotional Value, Social Value, Aesthetic Value dan Self-expression Value. Penelitian ini bertujuan untuk memahami perceived value pelanggan dan dampaknya terhadap sikap pelanggan dalam menggunakan upcycled product melalui studi kasus pada brand Sejauh Mata Memandang. Metode penelitian ini menggunakan pendekatan kuantitatif dan Teknik Sampling yang digunakan dalam penelitian ini adalah Random Sampling. Populasi penelitian adalah konsumen brand Sejauh Mata Memandang yang mengikuti akun sosial media Sejauh Mata Memandang dan ditetapkan 100 responden sebagai sampel yang mewakili. Data dikumpulkan melalui survei online dan dianalisis menggunakan metode Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Green Value, Functional Value, Emotional Value, Social Value, Aesthetic Value dan Self-expression Value berpengaruh positif terhadap Upcycled Product Attitude. Hasil penelitian juga menunjukkan bahwa dalam menilai produk upcycled, konsumen memiliki persepsi bahwa produk upcycled memiliki nilai yang lebih dari sekedar fungsional (Functional Value) tetapi lebih kepada nilai Green Value, Emotional Value, Social Value, Aesthetic Value dan Self-expression Value, yang membuat mereka memiliki sikap tertentu (Product Attitude) terhadap produk. Berdasarkan temuan tersebut maka dalam mengkomunikasikan bisnisnya agar dapat membentuk sikap positif konsumen, Sejauh Mata Memandang harus dapat mengkomunikasikan koleksi produk upcycled nya secara konsisten sesuai dengan persepsi nilai yang diharapkan konsumen.
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