Perempuan Pemasar, Subjek atau Objek?
n o ta
s u a ra , " k a ta tly a .
S e m e n ta ra p o s is i p e re m p u a n s e b a g a i
s a s a ra n p a s a r, ju g a c e n d e ru n g m e n g a ra h k e
k o n s u m e ris m e .
P e re m p u a n y a n g p o s is in y a
s e b a g a i p e m e g a n g u a n g , d im a n fa a tk a n
s e d e m ik ia n ru p a u n tu k m e ra u p k e u n tu n g a n
se b e sa r-b e sa rn y a ,
P a d a p o s is i in i, p e re m -
p u a n ju g a tu ru t m e m e n g a ru h i p o la p e rila k n
p a ra p e re m p u a n
la in .
K o n d is i in i te rja d i, k a ta A m e lia , k a re n a
m a s ih re n -
d a h . D i J a w a B a ra t s a ja p e n d id ik a n ra ta -ra ta
b a rn m e n c a p a i 7 -
5 ta h u n . S e m e n ta ra p e n -
d id ik a n ra ta -ra ta k a u m p e re m p u a n
di Jaw a
B a ra t b a rn m e n c a p a i 6 - 8 ta h u n . Itu
a rtin y a , ra ta -ra ta k a u m p e re m p u a n
B a ra t h a n y a lu lu s a n S D .
b is a
b e rp ik ir c e rd a s d a n lo g is . P e n d id ik a n n y a s a b is a c e rd a s d a la m m e n y ik a p i
p o s is in y a s e b a g a i p e m a s a r a ta u y a n g d ip a s a r k a n ," u ja r A m e lia .
T id a k m e n g h e ra n k a n ,
d i b id a n g
m e n in g k a tk a n
b ila A m e lia H a y a ti
marketing-baik
seba-
o b je k -- a d a la h d e n g a n
ta ra f p e n d id ik a n p e re m p u a n
te rle b ih d a h u lu .
se h a ru sn y a .
S e m e n ta ra itu ,
m e n ja d i p o s is i s tra te g is . B a g i p e re m p u a n
p e m a sa r,
women,
m e n g a lih k a n
d i p o s is i s u b je k p e m a s a r,
p e rh a tia n
y a n g d ip a s a rk a n n y a .
pem asar
p a sa r p a d a p ro d u k
B u k a n m a la h d iri s i
itu y a n g " d ip a s a rk a n " .
kaum
pe-
m a u d ile c e h k a n , te ta p i d i s is i la in
a ta u k e k u a ta n
power
tid a k d ip e r g u n a k a n ,"
lu k a n ilm u d a n p e n g e ta h u a u
pem asar dengan
pen-
d id ik a n y a n g b a ik , te n tu a k a n m e n g g u n a k a n c a ra -c a ra
b a ik s a a t m e m a s a rk a n .
B ukan m enggunakan
a k a n m e re n d a h k a n
c a ra -c a ra y a n g ju s tru
J a d i, k a ta A m e lia , s a a tn y a p a ra p e m a s a r
p ro d u k n y a .
p e n a m p ila n
B ukan
fis ik d a ri
m e re k a
p a s a r d a p a t d ilih a t d a ri b a g
a n a m e re k a
b e re a k s i te rh a d a p
, s a lin g
p ro d u k
b
g ru p , d a n n il
i1 a iy a n g d i-
youth.
women
(k a u m
men
m enggeser
te
(p a r
p a s a r. A rtin y a , jik a k e p u tu s
,
a w a ln y a a d a d i ta n g a n
n i k e p u tu s a n
p a ra
ia , m a k a k i-
m e m b e li a d a
. ta n g a n
T a k m e n g h e ra n k a n
m o d e l p e n ju a la n
k e g e lis a h a n
b ila b
't u b a n y a k
m e la lu i ik l
p e re m p u a n ,
m aupun
b
yang m eno.
m e n g a ta k a n
tid a k , m a k a h u
k a la h . In te ra k s in y a
p u n le b ili
k a ta A m e lia , a k a n m a m p u
lin g m e m e n g a rn h i,
s e h in g g a
p ro d u k y a n g d iju a ln y a d e n g a n c e rd a s ju g a
m e la h irk a n
kepada konsum en.
y a n g im p u ls if
U n tu k tin d a k a n
y a n g le b ih s tra te g is ,
das
tip e k o n s u m e n
dan
u n tu k s is i
h a sra t p re m p u a n .
D e u g a n d e m ik ia n , b ila h a ti n
p e n ju a ln y a . S e o ra n g m a rk e te r y a n g c e rd a s
m e n e rje m a h k a n
p a ra
w a n ita .
h o k k a ra k te r
m a rta b a tn y a ,
le b ih m e n g u ta m a k a n
" is i k e p a la "
enguasai
sudah
yang cukup.
um N uda)
p a sa r. K em am p u an
S e m e n ta ra
u ja rn y a .
youth,
d ia n g g a p le b ih m e m e n g a ra h
d in ila i s e b a g a i k o n s u m e n
m e re k a y a n g se su n g g u h n y a
e n g a ta k a rt,
g d ik u a s a i
netizen. Youth '
a n u t o le h s e g m e n
a m b ig u . D i s a tu s is i tid a k
.
yang pen'
K e tig a h a } itu a d a l
dan
_ m e m e n g a ru h i
m a s a r s e n d iri. A k a n te ta p i, m e re k a ju g a
k a n c e n d e ru n g
H ennaw
a d .a f ig a s u b k u ltu r
y a n g b e rg e ra k
b e tu l-b e tu lm e n ju a l
m e n g g a ris b a w a h i b a h w a p e m b e rd a y a a n
g a i s u b je k m a u p u n
s ~ p a g a l p e ,.
m e g a n g k e n d a li k e u a n g a n ,
S o e ra n g p e re m p u a n
ja re n d a h s e p e rti itu ? B a g a im a n a m u n g k in
p e re m p u a n
g a ta k a n , p o s is lp e re m p u a n
U n tu k d a p a t fo k u s p a d a p ro d u k , d ip e r-
di Jaw a
" B a g a im a n a m u n g k in , p e re m p u a n
p e r e l 'l l . p u a n .
en-
" In ila h y a n g m e re n d a h k a n
tin g k a t p e n d id ik a n p e re m p u a n
p e re m p u a n
na
ny
tQ k Q b tls a n a M u s lim " $
pem bel
(smart shopper). (Eriy
ra n in y a
pun akan
epat dan san d is i in i
b e la n ja
y a n g c e rtij" P R " )* * *
s u a ra , " k a ta tly a .
S e m e n ta ra p o s is i p e re m p u a n s e b a g a i
s a s a ra n p a s a r, ju g a c e n d e ru n g m e n g a ra h k e
k o n s u m e ris m e .
P e re m p u a n y a n g p o s is in y a
s e b a g a i p e m e g a n g u a n g , d im a n fa a tk a n
s e d e m ik ia n ru p a u n tu k m e ra u p k e u n tu n g a n
se b e sa r-b e sa rn y a ,
P a d a p o s is i in i, p e re m -
p u a n ju g a tu ru t m e m e n g a ru h i p o la p e rila k n
p a ra p e re m p u a n
la in .
K o n d is i in i te rja d i, k a ta A m e lia , k a re n a
m a s ih re n -
d a h . D i J a w a B a ra t s a ja p e n d id ik a n ra ta -ra ta
b a rn m e n c a p a i 7 -
5 ta h u n . S e m e n ta ra p e n -
d id ik a n ra ta -ra ta k a u m p e re m p u a n
di Jaw a
B a ra t b a rn m e n c a p a i 6 - 8 ta h u n . Itu
a rtin y a , ra ta -ra ta k a u m p e re m p u a n
B a ra t h a n y a lu lu s a n S D .
b is a
b e rp ik ir c e rd a s d a n lo g is . P e n d id ik a n n y a s a b is a c e rd a s d a la m m e n y ik a p i
p o s is in y a s e b a g a i p e m a s a r a ta u y a n g d ip a s a r k a n ," u ja r A m e lia .
T id a k m e n g h e ra n k a n ,
d i b id a n g
m e n in g k a tk a n
b ila A m e lia H a y a ti
marketing-baik
seba-
o b je k -- a d a la h d e n g a n
ta ra f p e n d id ik a n p e re m p u a n
te rle b ih d a h u lu .
se h a ru sn y a .
S e m e n ta ra itu ,
m e n ja d i p o s is i s tra te g is . B a g i p e re m p u a n
p e m a sa r,
women,
m e n g a lih k a n
d i p o s is i s u b je k p e m a s a r,
p e rh a tia n
y a n g d ip a s a rk a n n y a .
pem asar
p a sa r p a d a p ro d u k
B u k a n m a la h d iri s i
itu y a n g " d ip a s a rk a n " .
kaum
pe-
m a u d ile c e h k a n , te ta p i d i s is i la in
a ta u k e k u a ta n
power
tid a k d ip e r g u n a k a n ,"
lu k a n ilm u d a n p e n g e ta h u a u
pem asar dengan
pen-
d id ik a n y a n g b a ik , te n tu a k a n m e n g g u n a k a n c a ra -c a ra
b a ik s a a t m e m a s a rk a n .
B ukan m enggunakan
a k a n m e re n d a h k a n
c a ra -c a ra y a n g ju s tru
J a d i, k a ta A m e lia , s a a tn y a p a ra p e m a s a r
p ro d u k n y a .
p e n a m p ila n
B ukan
fis ik d a ri
m e re k a
p a s a r d a p a t d ilih a t d a ri b a g
a n a m e re k a
b e re a k s i te rh a d a p
, s a lin g
p ro d u k
b
g ru p , d a n n il
i1 a iy a n g d i-
youth.
women
(k a u m
men
m enggeser
te
(p a r
p a s a r. A rtin y a , jik a k e p u tu s
,
a w a ln y a a d a d i ta n g a n
n i k e p u tu s a n
p a ra
ia , m a k a k i-
m e m b e li a d a
. ta n g a n
T a k m e n g h e ra n k a n
m o d e l p e n ju a la n
k e g e lis a h a n
b ila b
't u b a n y a k
m e la lu i ik l
p e re m p u a n ,
m aupun
b
yang m eno.
m e n g a ta k a n
tid a k , m a k a h u
k a la h . In te ra k s in y a
p u n le b ili
k a ta A m e lia , a k a n m a m p u
lin g m e m e n g a rn h i,
s e h in g g a
p ro d u k y a n g d iju a ln y a d e n g a n c e rd a s ju g a
m e la h irk a n
kepada konsum en.
y a n g im p u ls if
U n tu k tin d a k a n
y a n g le b ih s tra te g is ,
das
tip e k o n s u m e n
dan
u n tu k s is i
h a sra t p re m p u a n .
D e u g a n d e m ik ia n , b ila h a ti n
p e n ju a ln y a . S e o ra n g m a rk e te r y a n g c e rd a s
m e n e rje m a h k a n
p a ra
w a n ita .
h o k k a ra k te r
m a rta b a tn y a ,
le b ih m e n g u ta m a k a n
" is i k e p a la "
enguasai
sudah
yang cukup.
um N uda)
p a sa r. K em am p u an
S e m e n ta ra
u ja rn y a .
youth,
d ia n g g a p le b ih m e m e n g a ra h
d in ila i s e b a g a i k o n s u m e n
m e re k a y a n g se su n g g u h n y a
e n g a ta k a rt,
g d ik u a s a i
netizen. Youth '
a n u t o le h s e g m e n
a m b ig u . D i s a tu s is i tid a k
.
yang pen'
K e tig a h a } itu a d a l
dan
_ m e m e n g a ru h i
m a s a r s e n d iri. A k a n te ta p i, m e re k a ju g a
k a n c e n d e ru n g
H ennaw
a d .a f ig a s u b k u ltu r
y a n g b e rg e ra k
b e tu l-b e tu lm e n ju a l
m e n g g a ris b a w a h i b a h w a p e m b e rd a y a a n
g a i s u b je k m a u p u n
s ~ p a g a l p e ,.
m e g a n g k e n d a li k e u a n g a n ,
S o e ra n g p e re m p u a n
ja re n d a h s e p e rti itu ? B a g a im a n a m u n g k in
p e re m p u a n
g a ta k a n , p o s is lp e re m p u a n
U n tu k d a p a t fo k u s p a d a p ro d u k , d ip e r-
di Jaw a
" B a g a im a n a m u n g k in , p e re m p u a n
p e r e l 'l l . p u a n .
en-
" In ila h y a n g m e re n d a h k a n
tin g k a t p e n d id ik a n p e re m p u a n
p e re m p u a n
na
ny
tQ k Q b tls a n a M u s lim " $
pem bel
(smart shopper). (Eriy
ra n in y a
pun akan
epat dan san d is i in i
b e la n ja
y a n g c e rtij" P R " )* * *