Pengalaman dan Perilaku Keluhan Konsumen yang Terpendam: Studi Fenomenologi

Penelitian ini dilakukan untuk mencari tahu bagaimana ekspresi, gaya komunikasi dan makna hubungan dengan merek dalam konteks perilaku keluhan konsumen yang terpendam. Menggunakan metode yang bersifat kualitatif dengan pendekatan fenomenologi, penulis melakukan wawancara secara mendalam terhadap tiga konsumen yang memiliki pengalaman keluhan yang terpendam. Terdapat beberapa faktor yang melatarbelakangi konsumen dalam berperilaku mengeluh, di antaranya faktor agama, kultur, serta lingkungan sosial, di samping pengalaman dan persepsi pribadi. Faktor-faktor inilah yang kemudian membuat konsumen lebih memilih untuk memendam keluhannya. Hadirnya keluhan yang terpendam juga berimplikasi pada konsumen dalam memaknai hubungan mereka dengan merek. Kata kunci: Perilaku Keluhan Konsumen, Keluhan yang Terpendam, Gaya Komunikasi, Ekspresi, Makna Hubungan This research was conducted to find out how the expression, communication style and the meaning of the relationship with the brand in the context of latent consumer complaints behavior. Using a qualitative method with phenomenological approach, the authors conducted in-depth interviews to three consumers who have latent complaint experiences. There are several factors behind the consumers complain behavior, among religion, culture, and social environment factors, in addition to personal experience and perceptions. These factors which makes consumers prefer to latent their complaint. The presence of latent complaint also has implications for consumers of understanding their relationship with the brand. Keywords : Consumer Complaints Behavior, latent complaint, communication style, expression, the meaning of relationship. DAFTAR PUSTAKA BUKU Alasuutari, P. (1999). 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