SILABUS

Mata Kuliah: Consumer Behavior

Kode Mata Kuliah:
SKS/Semester:
I.

Standard Kompetensi:

Standard kompetensi mata kuliah Consumer Behavior bersumber dari sifat keilmuannya
sebagai ilmu pengetahuan aplikatif. Dalam hal ini, setelah mahasiswa mengikuti mata kuliah
ini maka ia akan memperoleh sejumlah kompetensi yang dapat dirumuskan dalam suatu
kalimat:
memahami dan menginternalisasi prinsip-prinsip dasar, metode ilmiah dan logika berfikir
keilmuan Perilaku Konsumen, serta mampu menerapkannya dalam analisa dan tantangan
kehidupan sehari-hari.
II.

Mata Kuliah Prasyarat:

Manajemen Pemasaran
III.

Materi Pokok (dari 14 kali pertemuan):

Materi pokok mata kuliah ini adalah:

1. Psychological Core of Consumer Behavior (40%=6 kali)
2. Consumers Culture Core (25%=3 kali)
3. Marketing Implications of Consumer Behavior (25%=3 kali)
4. The Applicative Core (10%=2 kali)
IV.

Sumber Pustaka

Solomon, Michael R., Consumer Behavior: Buying, Having and Being, 10th Edition.
Edinburgh: Pearson Education Limited, 2013
Hoyer, Wayne D., MacInnis, Deborah J., Consumer Behavior. Mason: South-Western,
Cengage Learning, 2010.
Journals and others
V.

Waktu Pelaksanaan:

Trimester III tahun ajaran 2013-2014

VI.

Uraian Kegiatan Pembelajaran:

No

Topik

Sub Topik

The Understandings of CB

Definition, basic process and

principles, common terminology

Perception

Sensory perception, attention and

interpretation

Learning

Learning, knowledge, schemas,

association, prototypes and
categorization

Motivation

Motivation theory, factors affecting

motivation

Attitudes

The power of attitudes, forming and

changing attitudes, cognitive and
affective bases of attitude

Decision Making

The process of decision making and

steps in decision making

Culture and subculture

The meaning, popular culture, values

and norms

Social class and lifestyles

The meanig, types of social class,

social class influences and the
changing of social class

Social groups and social media

Consumer diversity, reference group,

opinion leadership, social media
revolution

10

Buying and disposing

The shopping experience, postpurchase satisfaction, product disposal

11

Adoption, resistance and diffusion of

innovation

Definition and types of innovation,

resistance and diffusion of science and
technology

12

Marketing implications of CB

Consumer oriented strategy,

positioning and marketing
communication

13

Role play (group demonstration)

Battle of Attracting Consumers

14

Individual presentation My Future

Business and Its Consumer