[ABSTRAK
Penelitian ini menggali tentang proses pengambilan keputusan pada sejumlahinforman yang menjadi konsumen dan non-konsumen di event Float 2 Nature.Peneliti ingin melihat apa saja alasan-alasan sehingga mereka memutuskan untukmenjadi konsumen atau menjadi non-konsumen dalam event tersebut karenaproduk yang menjadi bahan penelitian termasuk produk high involvement.Penelitian ini menggunakan pendekatan kualitatif. Hasil penelitian inimenunjukkan bahwa terjadi proses-proses pengambilan keputusan dari tahappemahaman kebutuhan, pencarian informasi, evaluasi alternatif, pengambilankeputusan dan perilaku pasca pembelian. Hasilnya adalah ternyata remaja-dewasacukup bertanggung jawab dengan perannya. Remaja-dewasa tersebut memahamikewajibannya sebagai mahasiswa, sebagai karyawan. Remaja-dewasa memahamikebutuhan primer dan sekunder mereka. Dapat dilihat bahwa yang menjadikonsumen pada event tersebut adalah informan yang sudah „matang‟ dan bekerjalebih dari tiga tahun. Dan yang tidak menjadi konsumen adalah remaja-dewasayang baru memasuki dunia kerja, dan belum terlalu „matang‟ dari segi usia.

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ABSTRACT
This research dig on the decision-making process on a number of informants whobecome consumers and non-consumers in the event Float 2 Nature. Researcherswant to see any reasons that they decided to become a consumer or non-consumerbe in the event because the products are a subject of research including highinvolvement product. This study used a qualitative approach. These resultsindicate that there is a process of decision-making stage of understanding theneeds, information search, evaluation of alternatives, decision-making and postpurchasebehavior. The result turned out that adolescent are responsible enoughwith his role. Those adolescent understands its an obligations as a student and asan employee. Those adolescent understand the needs of their primary andsecondary. It can be seen that the consumer in the event was the informant whoalready 'mature' and work more than three years. Beyond that is those are justentering the world of work , and not too 'mature' in terms of age, This research dig on the decision-making process on a number of informants whobecome consumers and non-consumers in the event Float 2 Nature. Researcherswant to see any reasons that they decided to become a consumer or non-consumerbe in the event because the products are a subject of research including highinvolvement product. This study used a qualitative approach. These resultsindicate that there is a process of decision-making stage of understanding theneeds, information search, evaluation of alternatives, decision-making and postpurchasebehavior. The result turned out that adolescent are responsible enoughwith his role. Those adolescent understands its an obligations as a student and asan employee. Those adolescent understand the needs of their primary andsecondary. It can be seen that the consumer in the event was the informant whoalready 'mature' and work more than three years. Beyond that is those are justentering the world of work , and not too 'mature' in terms of age]