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MOTIVASI
KONSUMEN SEBAGAI INDIVIDU

 MOTIVASI
 PERSONALITY
 PERSEPSI
 LEARNING
 ATTITUDE
 KOMUNIKASI
 MOTIVASI

The driving force between individuals that impels them to action.

This driving force is produced by a state of tension, which exists
as the result of an unfulfilled need. Individuals strive both
consciously and subconsciously to reduce this tension through
behavior that they anticipate will fulfill their needs and thus
relieve them of the stress they feel.

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Lanjutan .........
Learning

Unfulfilled
Tension Drive Behavior Goal or
needs,
needs
wants, and
fulfilment
desires

Cognitive
process

Tension
reduction
NEEDS
 INNATE NEEDS
Physiological = biogenic = primary needs or motives

 ACQUIRED NEEDS
Psychological = psychogenic = secondary needs or
motives
GOALS
 GENERIC GOALS – the general classes or categories of goals that
consumers see as a way to fulfill their needs
 PRODUCT SPECIFIC GOALS – the specifically branded products and
services that consumers select as their goals

CARA LAIN MELIHAT GOAL

 MEANS-END ANALYSIS  end = goal; means = behavior

FAKTOR YG MEMPENGARUHI PENENTUAN GOAL

 Pengalaman,
 Kapasitas pisik,
 Norma dan Nilai,
 Aksesibilitas
 MOTIVASI POS DAN NEG
 POS = toward  needs, wants, desires
 Needs vs wants  wants adalah product-specific needs
 Desires vs needs + wants  desires melibatkan emosi dan kehendak yang
kuat
 NEG = away  kecemasan, ketakutan, kebencian

GOALS POS VS NEG

 Pos = toward = approach object

 Neg = away = avoidance object

Th 1985 Coca Cola introducing New Coke, menggantikan formula lama.

Reaksi pasar neg, ada gejala kehilangan “freedom to choose”.
Manajemen bereaksi dengan me-launsing Classic Coke sebgai traditional
formula, dan pelan-pelan menarik New Coke

ADA KASUS LAIN? PERHATIKAN Black Jarum + Cappucino

 RATIONAL vs EMOTIONAL
MOTIVE
 RASIONAL = Konsumen bertindak rasional ketika mereka
mempertimbangkan semua alternatif dan mengambil pilihan yang
memberikan utilitas yang paling besar  seleksi atas dasar kriteria
tertentu spt size, berat, harga, kapasitas silinder dsb.

 EMOSIONAL = seleksi atas dasar kriteria personal atau subjektif,

mis. status, kebanggaan, kecemasan, kesukaan.
 KONDISI DINAMIS DARI
MOTIVASI
 KEBUTUHAN TIDAK PERNAH TERPUASKAN
 SUATU KEBUTUHAN TERCUKUPI, MUNCUL KEBUTUHAN BARU
 KESUKSESAN DAN KEGAGALAN MEMPENGARUHI GOALS
 TUJUAN SUBSTITUSI
 FRUSTASI

DAMPAK FRUSTASI
 Defense mechanism (mengatur dari dalam)
 Aggression
 Rationalization (Realistis)
 Regression (childish or immature)
 Withdrawal (Cabut/hengkang)
 Projection (kambing hitam)
 Autism (melamunkan)
 Identification (mencari legitimasi)
 Repression (hapus)
 TIMBULNYA MOTIVASI
• PHYSIOLOGICAL AROUSAL
• EMOTIONAL AROUSAL
• COGNITIVE AROUSAL
• ENVIRONMENTAL AROUSAL
 HIERARCHY OF NEEDS
(ABRAHAM H MASLOW)

Self-
actualization

Self-esteem

Social Needs
Safety and Security Needs

Physiological Needs

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TRIO OF NEEDS

 POWER
 AFFILIATION
 ACHIEVEMENT