Name : Indah Utami Abudiman

ID Number: 2006553353

FINAL EXAM

SUBJECT : CONSUMER BEHAVIOR

Class : PS 20 A
Date : Thursday, 24 June 2021
Time : Thursday 7pm – 9.30pm (150 Minutes)
Exam Status : Open Book
Lecturer : Dr. Nurdin Sobari

Submit your answer typed in PDF format (Max 5 pages, TNR 11, excluding reference), and send it to
GOOGLE CLASSROOM cnmxsdy CLASSWORK FINAL EXAM and your lecturer's address,
nurdin.sobari@ui.ac.id; cc: (email akdm.mmfeui@ui.ac.id) with the following Email subject/ title:
“FINALTEST_PERIKONS2021_(NAME)_(ID)”. Your answer must be received maximum 15 minutes
after the allocated time. Any late submission without explanation will be given a penalty or
disqualification.

Question 1

Please watch: https://youtu.be/6SzyUNgiLjE

And read:
https://tekno.sindonews.com/read/446598/207/dari-cash-on-delivery-jadi-cash-on-duel-mengapa-
cod-bermasalah-1622822803

Recently, many news are circulating on the disastrous "cash on delivery (COD)” services in some
marketplaces. One of the news items showed how a lady got upset towards the delivery man (third
party) due to the wrong specification of the product delivered to her. She refused to hand over to
the courier service the payment agreed with the seller, and instead demanded to return the opened
product. The COD system itself is not a brand-new concept; and an early player of the informal
marketplace Kaskus.co.id, previously had introduced the idea and had not encountered that many
issues.

a. (15%) Explain the consumer decision making process for buying the product (from the
marketplace) using the cash on delivery system; why the mishaps happened? What’s missing
from the system (re)introduced? Who should be responsible for the misunderstanding of
the term of reference of COD in consumer’s side?

b. (15%) refer to the youtube advertisement of Tokopedia: what type of appeal they use to
convey the message? Does the appeal work for this type of business? If not, what condition
can make it work? Using the ELM model, indicate which route the audiences/consumers of
the ad would follow? Explain your answer with a justified argument.

Page 1 of 3
The exam question paper should be returned with the answer sheet!
 c. (10) it is often said that the existence of the Marketplaces such as Tokopedia had successfully
cannibalized the mom and pops (traditional) or brick and mortar sellers. Explain your views
adding pros and cons related to the newly emerged e-commerce.

Question 2
Read:
https://www.bbc.com/news/world-asia-57426198
a. (20) The launching of the BTS Meals campaign by McDonald resonates the extraordinary
appeal generated amongst the fans all over the world, and also signifies the undeniable role
of reference group and opinion leaders in such action. In Indonesia, the phenomenon was
amplified with the existence of a strong and big fanbase/fandom of BTS referred to as
ARMY, which played a significant role on the success of the campaign. In connection with
this case, explain whether the BTS as a group or the ARMY Indonesia as a brand community
is more powerful as a reference group? And what type of social power does it have? Justify
your answer from relevant consumer behaviour theories (up to 300 words).

b. (10) Based on your answer at point a, also explain whether the BTS meal phenomenon in
Indonesia is suitable to be classified either as a “hype” or a “buzz”? Also mention what would be
the most likely cohort (generation) to become the main target market of the campaign.
Finally, with regard to the consumer adoption categories, how do you classify those who are
buying the BTS Meal on the inaugural day of introduction? Justify your rational.

Question 3
(10) Indonesia acknowledges 5 (five) religions, which are: Islam, Christianity (Protestant),
Catholicism, Buddhism and Hindu. Religion is also regarded to be a part of the sub-culture of a
society that is empirically proven to influence consumer behavior,
You are requested to pick and explain one religious ceremony and/or ritual (from one particular
Religion) that have an impact on its follower. Also display one advertisement that shows the
symbolism related to the chosen ritual/ceremony and explain why this ritual/ceremony is
important for the believers?

Question 4
In the final project, you are requested to make a mini research on your group's proposed industry
and provide the suggestions based on the outcomes.
a. (10) What will be the main findings of your group research? How the chosen brand/company
could apply it to their business? And explain your role on the research
b. (10) Pick another product category or brand (one only) under different product category that
you think will also be benefiting from findings of your group research. Elaborate the reasoning of
your choice.

** Good Luck **
 1.A

The consumer decision making process for buying the product (from the marketplace) using the cash on
delivery system is categorized as cognitive decision making. A cognitive purchase decision is the outcome
of a series of stages that results in the selection of one product over competing options. For this case,
the decision making step illustration will be like this:
 Problem recognition: the woman realized that she needed something for her daily life (looks
like clothes or hijab). It can be that she needed another color or something to wear for special
occasion
 Information search: she is looking for information of the items that sold online, it can be review
from other customers and learn more about it – but she is not looking further information
about the COD system itself
 Evaluation of alternatives -She is making comparison between several choices; depends on the
item that is most important for her; price, quality, distance, or something else
 Product choice: She chose one item that fits her need and capability of buying
 Outcomes : Turned out that the outcome she received was not meet the expectation and it
create the disappointment that cause a misperception between seller and buyer

Why the mishaps happened? The mishaps happened because there was imperfect information received in
the process. The consumers doesn’t know the process of COD itself including how to return the package.
She only did information search of the product, not the system itself.

What’s missing from the system (re)introduced? According to the advertisement, the marketplace only
introduced the advantage of COD only, not the detail or PRO & CONs. That’s why the consumers expects the good
one only without knowing how to handle the mishaps.

Who should be responsible for the misunderstanding of the term of reference of COD in consumer’s
side? The one that should be responsible for this misunderstanding were both consumers and
marketplace. Consumers was responsible of her action, she needed to know end to end process of
good received so she wouldn’t complain at the wrong place or person. While the marketplace needed
to be more open about COD system terms & condition, educate the consumers fully without putting
aside the cons as well.

1.B

The appeal that ads try to appeal is humor appeal because they want to reach segment middle lower.
Humor appeals is believed to be easily get the attention since Indonesian people is already packed
with their daily problems and looking for easy entertainment. Other than that the use of music and
dance will help to support the ads as well, to be easily transferred the message. This humor appeals
fits with the business since marketplace endorsed COD for consumers in secondary cities where
mobile banking is not that often used. Therefore to reach this segment, they do cultural approach
through humor and choose scenes that relatable with consumers daily life

Using the ELM, this ads seems to follow peripheral route. The peripheral route to
persuasion occurs when the listener decides whether to agree with the message based on other cues
besides the strength of the arguments or ideas in the message. The ads is low involvement because
they don’t focus on how to educate the consumers about details of COD. They use TIKTOK music
because it creates a “happy mood” shopping environment and doesn’t need too much to think. Once
consumers saw the ads, they will think that COD is that easy to be followed and the belief changed.
They want to try online shopping without go through hassle of mobile banking. Then it followed with
behavior change as well as attitude.
 1. C

With the increase of digitalization, penetration of smartphone and business escalation due to
pandemic, e-commerce way of buying is unavailable. For marketers, the growth online commerce
can be advantage and disadvantage. With the borderless world, marketers can reach customers
around the world, cut the fixed cost to build physical stores and put the investment more on
consumers communication. However, the competition also goes higher than ever before. They now
not only compete with local stores but also nationwide, or around the world. Also, when
consumers obtain products directly from the manufacturer or wholesaler, this eliminates the
intermediary—the loyal, store-based retailers that carry the firm’s products and sell them at a
marked-up price

As a marketer, I still personally choose the combination of both online and offline since the offline
give consumers experience directly about the products and branding. We can place the stores at
pareto cities and reach the small ones with online commerce. Online commerce nowadays needs to
look for stronger positioning because now it still plays on the price war. We need offline stores to
educate consumers about USP so we can sell at the higher margin.

2. A

This MCD BTS phenomenon in Indonesia and other country. As a marketer, this phenomenon
breaks the rules of usual marketing; when we usually push plan to create longer term value for
brand vs simply shorter term promotional content. But, McD has used the BTS referent power very
well. Referent power means the ability of a leader to influence a follower due to the follower's
admiration, respect, or identification with the leader They know how big and loyal the ARMY
especially in Indonesia and as expected this campaign has resulted in high engagement & sales. By
observing the phenomenon itself, I think BTS is having more power to influence. Whatever the
idols do, the ARMY will always be there to supported and look at. What makes BTS different from
other KPOP is that their songs are empowering and motivational. They also use social media
extensively to connect with fans and reached wider audience.’

Combined with coercive power of McD that makes the items limited in such short amount of time;
it creates urgency in the market to get it. While it became a trend, the people fear of missing out
(FOMO) in community, so it also attract not only the ARMY but also outside of ARMY. With the line
up that is incredibly long, non-ARMY wondering what specials about this package and ended up
buying it as well.

2. B
In an attempt to boost the number of people who read a story, the story’s creator will ofte repost
the story, comment the story or even dress it up as a slightly different story and repost. All these
activities is more inorganic or well made and referred to as creating hype. While when a story is
reposted, reshared, mentioned retweeted by people other than the story creator, this is referred to
as buzz.
 Looking at the phenomenon of BTS, this campaign is more of buzz than hype. We saw some teaser
and ads from McD about this menu launching however what makes it viral is the buzz from ARMY
itself on social media. Sharing their meal and the excitement of lining up triggered others to try it.

This campaign strategies where it all focused on digital world fits the best with Generation Z
characteristic where they described as true digital natives. They have been exposed to the internet,
to social networks, and to mobile systems. So, they are more receptive to the current news and
react quickly on it.

The people who lined up for the meal on first days in my opinions are categorized as two groups:
the loyalist which is the ARMY who won’t miss anything about their idols and the outsiders who
has the fear of missing out. They want to be included on what is trending right now and become a
part of it.

3. The ceremonies of Idul Adha

Eid al-Adha is an Islamic festival to commemorate the willingness of to follow Allah's command to

sacrifice his son. During the Eid Adha families that can afford to sacrifice a ritually acceptable animal
(sheep, goat, camel, or cow) do so and then divide the flesh equally among themselves, the poor, and
friends and neighbours. It teaches the followers the meaning of sacrificing and sharing that lead to
Ikhlas.

Here is one of example from Bukalapak that offers solutions to consumer; buying animals for qurbans
online so they don’t need to go through the hassle of it. The symbolic that often displayed for Idul Adha
ads are the qurban animals itself including: sheep, goat, buffalo and etc that is acceptable in the
community.

4. Finding in research: case study of the body shop

Our research questions for body shop during final projects are:
 How does pandemic affect the business?
 How does consumers of The Body Shop perceived its brand?
 How does The Body Shop marketing influence consumers decision?

The finding we get are:

 Consumers facing decrease in pocket money and salary so they are looking for product which
can add more value, fair price and well functioned
 Consumes started to have high awareness of what product they wear including ingredients; but
eco product still needs more education
 Consumers do research first by online before buying products, organic review is more
important than celebrities endorsement
The business recommendation we offer are:
 Create sustainability promotion; loyalty for long term and value promotion such discount &
banded for short term to ease the buying power during pandemic
 TBS should focus their communication about the goodness in their ingredients. Campaign about
GO GREEN, recycle, LGBT & save planet less relevant in Indonesian market
 TBS should build credibility on social media platform by encouraging consumers to review on
beauty platform, explore new social media that following the trend and bring the power of
ingredients on their communication

My role during this project is to gather insight from the data we have collected and suggested the
business recommendation by applying marketing theory and look for solutions that fit in market during
pandemic.
LAMPIRAN

SURAT PERNYATAAN KEJUJURAN AKADEMIK

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