Paradigma Penelitian Kualitatif Dalam Bisnis

  • Nanis Susanti Fakultas Ekonomi Untag Surabaya
DOI: https://doi.org/10.30996/die.v10i1.236

Abstract

Perbedaan cara pandang dalam menghasilkan pengetahuan baru, dan kemampuan masing-masing pendekatan dalam menghasilkan generalisasi telah menimbulkan pertentangan (kontroversi) diantara ilmuwan dan peneliti. Masing-masing dengan paradigmanya sendiri, positivis (kuantitatif) atau interpretif (kualitatif). Observasi dengan mengandalkan sedikit sampel merupakan sumber pertentangan dalam menetapkan generalisasi hasil penelitian.  Banyak penelitian konsumen telah berlangsung dan menambahknan beberapa dasar studi kualitatif dengan mulai mempelajari, menyaring, mengembangkan, dan adanya kebutuhan yang sangat kuat untuk menerapkan metode penelitian kualitatif.  Perlawanan intelektual masih berlangsung diantara partisan pendekatan nomotetic (menjelaskan fenomena obyektif) dan partisan studi idiographic (menjelaskan fenomena subyektif).  Artikel ini berkaitan dengan penelitian kualitatif perilaku pelanggan online yang bertujuan mengeksplorasi kualitas layanan (e-Servqual) yang menumbuhkan kepuasan (e-Satisfaction) dan membentuk loyalitas (e-Loyalty).    

Kata kunci: penelitian kualitatif, logika induktif, toko online, ulasan pelanggan

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Published
2013-01-01
Issue
Vol 10 No 1 (2014)
Section
Articles
Copyright (c) 2013 Nanis Susanti

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