Professional Documents
Culture Documents
745 1404 5 PB
745 1404 5 PB
Erlinda Tehuayo
Abstract
Marketing is one of the main activities carried out by entrepreneurs in
their efforts to maintain their survival, to develop and to get profits as expected
so that the company's business runs smoothly and get a positive character from
consumers, then marketing activities must be able to fulfill the desires from
consumers, then marketing activities must be able to fulfill the desires of
consumers. Thus the task of a marketer is to examine the needs of consumers who
are always changing and affect the company to adjust the combination of
production in the form of goods and services to the needs needed.
The consumer behavior model can be seen from the decision making
process, where in the process of decision making this is influenced by external
factors and internal factors in the process input stage. Through this research, it is
expected that it can provide a clear picture of the process of product purchasing
decisions through the needs recognition stage, information retrieval, evaluation
of alternatives, purchasing decisions and post-purchase behavior towards
Yamaha Mio products, especially in Ambon City. This can also be used as
material for consideration to determine the next marketing strategy for the
company concerned.
The process of making consumer purchasing decisions on Yamaha Mio
products through five stages, namely: introduction of needs, information retrieval,
evaluation of alternatives, purchases and post-purchase behavior. The majority of
respondents bought Yamaha Mio products because of work requirements. The
majority of information sources in purchasing Yamaha Mio products are TV
advertisements. In the alternative evaluation phase the main criteria for
purchasing Yamaha Mio products are brands. The majority of respondents
admitted being satisfied using Yamaha Mio products
25
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
26
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
27
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
28
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
29
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
30
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
31
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
32
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
33
Jurnal SOSOQ Volume 6 Nomor 2, Agustus 2018
34