Analysis of Consumers Rational and Emotional Motives in Making Purchases to Improve Marketing Strategy

This research was conducted to analyze the rational and emotional motivation of consumers to make purchases/visit Colada Cafe. Those consumer motivations are rational buying motives and emotional buying motives. The results of this study will be used as a basis for making decisions to improve the marketing strategy carried out by Colada Cafe so that it can compete with competitors. This research was conducted using quantitative research methods with descriptive analysis techniques. Samples from this method were taken using simple random sampling. The sample in this study was 90 Colada Cafe consumers. Based on the data obtained, it can be concluded that the marketing strategy Colada Cafe should do is expanding parking lots, improving promotional methods that not only show the interior but also show prices, promos, taste testimonials, menu variations, good service, strategic locations, and appetizing product displays. In addition, Colada Cafe must improve the quality of the products served to consumers


INTRODUCTION
No.
Year   Colada's lack of success in running a business.
Therefore, an analysis of consumer behavior needs to be done to support the development of a business's marketing strategy. Colada Cafe needs to understand consumer behavior to optimally serve consumers so that sellers and consumers achieve their respective satisfactions. Consumer attitudes that influence purchasing decisions are influenced by several factors, one of which is a psychological factor which includes motivation (Setiawan & Harahab, 2013).
Based on the existing descriptions, this research was conducted to analyze rational motives and emotional motive of consumer in making purchases/visits at Colada Cafe.
The purpose of this research is to find out the variables of consumer motivation from Colada Cafe, which will later be used as a basis for improving existing marketing strategies to develop a business to increase sales volume.
The developed strategy is expected to help Colada Cafe to be able to compete in the coffee shop market that Colada Cafe currently faces.

Consumer Behavior
Consumer behavior includes the activities of people directly involved in the procurement and use of goods and services, including decision-making processes.
There are preparations and decisions for these activities (Kotler, 2002). Based on Schiffman and Kanuk, adopted in the study (Naashir et al., 2016)

Consumer Motivation
Schiffman & Wisenblit (2015), define motivation as a driving force within a person that forces him or encourages him to take action. In addition, other opinions state that when a person feels a gap between desires and circumstances, a need will arise, which becomes the driving force and is called motivation (Mothersbaugh & Hawkins, 2016).
More specifically, consumer motivation is a person's ability to expend a high level of effort toward the goal he wants to achieve, which is conditioned by the ability of the business to meet the needs of the individual (Setiadi, 2010 (Manning et al., 2012). Agreeing with Manning, Assauri (2015) states that motivation is divided into 2, namely emotional and rational. Assauri argues that rational motivation is based on functional things, while emotional motivation is more social psychological.

Rational Motive
Rational buying is a purchase action based on rationality or results from an objective review of available product or service information (Manning et al., 2012

Emotional Motive
Emotional motives are sensitive to feelings, so consumers will appear to be in a hurry to purchase products or services without rethinking the possibilities that will occur in the long term (Setiadi, 2010

Decisions
Purchasing motives are various considerations and influences that encourage people to make purchases of a product (Assauri, 2015).
Rational motives and emotional motives are always in every process leading to a decision consumer purchases in consumer behavior.
Purchasing decisions are consumers' actions to buy or not the product (Kotler & Keller, 2016 In terms of Price, the prices offered per product category are as follows: In terms of Process, the process starts with the consumer ordering food and drinks at the cashier with a menu provided to the consumer. After the consumer makes a transaction, the consumer sits where he wants. Seats can be chosen from the lower or the rooftop area, which is not covered. After that, the order will be delivered to the seat that has been selected. The data above shows that most buyers who came were women, with a total of 51 people (56.7%) and men as many as 39 people (43.3%).

Analysis of Consumer Motivation to
As previously mentioned, this research examines rational and emotional motivation.
The results of testing the validity and reliability of the results of the respondents' entries, as many as 90 respondents are as follows.