TEORI PERILAKU KONSUMEN

(THEORY of CONSUMER’S BEHAVIOR)

MENJELASKAN:

a) TINDAKAN KONSUMEN (RUMAH TANGGA)

DALAM MENGKONSUMSI BARANG-BARANG YANG
HARGANYA SUDAH TERTENTU DENGAN
MENGGUNAKAN UANG/PENDAPATAN YANG
BESARNYA SUDAH TERTENTU PULA SEDEMIKIAN
AGAR KONSUMEN MENCAPAI TUJUANNYA.

b) BAGAIMANA KONSUMEN (RUMAH TANGGA)

AKAN MENGALOKASIKAN (MEMBELANJAKAN)
UANG/ PENDAPATAN YANG JUMLAH SUDAH
TERTENTU UNTUK BERBAGAI BARANG YANG
HARGANYA SUDAH TERTENTU SEDEMIKIAN
AGAR KONSUMEN MENCAPAI TUJUANNYA

→ TUJUAN AKHIR KONSUMEN (RUMAH TANGGA)

MAXIMUM UTILITY (SATISFACTION) → UMAX

KESEIMBANGAN KONSUMEN :
KEADAAN YANG DIALAMI KONSUMEN, APABILA
DALAM MENGKONSUMSI BARANG-BARANG
KONSUMEN MEMPEROLEH UMAX

MISALKAN :

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PENDAPATAN/ UANG : MY
HARGA BARANG-BARANG : PA, PB, PC, PD, . . .
→ SELURUH MY UNTUK BARANG-BARANG, MAKA
ALOKASINYA :

MY = a.PA + b.PB + c.PC + d.PD + . . .

BERAPA a, b, c, d, . . . AGAR :
UA + UB + UC + UD + . . . = UMAX

SELANJUTNYA DIMISALKAN UNTUK 2 JENIS

BARANG YANG DIKONSUMSI: x dan y, SEDANG
HARGANYA : PX dan PY

→ ALOKASI : MY
MY = x. PX + y. PY
→ UX + UY = UMAX

ANALISIS KARDINAL dan ORDINAL

a) ANALISIS KARDINAL
(CARDINAL UTILITY ANALYSIS)
- BASARNYA U (UTILITY) DAPAT DIUKUR SECARA
KUANTITATIF

- MENGGUNAKAN KONSEP MARGINAL UTILITY

(MU) → MARGINAL UTILITY ANALYSIS
PEMIKIRNYA : KARL MANGER, LEON WALRAS,
W.S. JEVONS

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b) ANALISIS ORDINAL
(ORDINAL UTILITY ANALYSIS)
- BESARNYA U (UTILITY) TIDAK DAPAT dan TIDAK
PERLU DIUKUR SECARA KUANTITATIF, TAPI
HANYA DAPAT DINYATAKAN TINGKATANNYA
(RANK ORDERING)

- MENGGUNAKAN KURVE INDIFERENSI

(INDIFFERENCE CURVE ANALYSIS)

PEMIKIRNYA : VILVERDO PARETO, SIR J.R. HICKS

R.G.D. ALLEN (FRANCIS),
Y. EDGEWORTH

UTILITY

a). TOTAL UTILITY (TU) (=U)

UTILITY YANG DIBERIKAN OLEH KESELURUHAN
UNIT BARANG YANG DIKONSUMSI

b). MARGINAL UTILITY (MU)

b.1). Tambahan UTILITY YANG DIBERIKAN OLEH

SETIAP UNIT BARANG YANG DIKONSUMSI

b.2). PERUBAHAN TU (=U) (+) atau (-) AKIBAT

PERUBAHAN (+) atau (-) SATU UNIT BARANG
YANG DIKONSUMSI

→ TU (=U)t = ∑ MUt
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 ΔTU ΔU dU
MU = = = = TU’ = U’
Δq Δq dq

[TU = U = f (q) → UTILITY FUNCTION]

Q TU
of good X (U) MUX
CONSUMED

0 0
4
1 4
3
2 7
2
3 9
1
4 10
0
5 10

UX RISES WITH CONSUMPTION (SAMUELSON)

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TU

10
9
8
7
6
5
4
3
2
1
0
0 1 2 3 4 5 q

MUX

0
1 2 3 4 5 q
THE LAW of DIMINISHING MU

53
THE EXPRESSION “MARGINAL” IS KEY TERM IN
ECONOMICS AND IS ALWAYS IN THE SENSE of
“EXTRA”

THE LAW of DIMINISHING MU STATES THAT, AS

THE AMOUNT of A GOOD CONSUMED INCREASES,
THE MU of THAT GOOD TEND TO DIMINISH

THE FUMDAMENTAL CONDITION of MAXIMUM

SATISFACTION OR UTILITY IS THEREFORE THE
FOLLOWING :
A CONSUMER WITH A FIXED INCOME AND FACING
GIVEN MARKET PRICES of GOODS WILL ACHIEVE
WHEN THE THE MU of THE LAST Rp SPENT ON EACH
GOOD IS EXACTLY THE SAME AS THE MU of THE
LAST Rp SPENT ON ANY OTHER GOOD

→ MUX = MUY → MU PER Rp OF INCOME

PX PY

CONDITION FOR CONSUMER/ HOUSEHOLD

EQUILIBRIUM

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KURVE INDIFERENSI dan GARIS BATAS
ANGGARAN

a).INDIFFERNCE CURVE
SHOW COMBINATION of GOODS (X and Y)
THAT YIELD EQUAL SATISFACTION (OR UTILITY)
AND AMONG WHICH THE HOUSEHOLD (OR
CONSUMEN) IS INDIFFERENCE

ALTERNATIVE BUNDLES GIVING A HOUSEHOLD

EQUAL SATISFACTION
BUNDEL GOOD X GOOD Y MRSXY= ∆ Y(+) MRSYX= ∆ X(+)
(CLOTHING) (FOOD) ∆ X (-) ∆ Y(-)

a 30 5 5/12 =(-) 0,41 12/5 = 2,4

b 18 10 5/5 = 1,0 5/5 = 1,0
c 13 15 5/3 = 1,67 3/5 = 0,6
d 10 20 5/2 = 2,5 2/5 = 0,4
e 8 25 5/1 = 5,0 1/5 = 0,2
f 7 30

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 GOOD X

30
I a

20 b
c
d
10 e
f

0 10 20 30 GOOD Y
INDIFFERENCE CURVE
Ua = Ub = Uc = Ud = Ue = Uf

GOOD X

I4
I3
I2
0 I1
GOOD Y
UI1 < UI2 < UI3 < UI4
IC U = f (X,Y)
GRADIEN IC = ∆ Y(+) = MRSXY ATAU ∆ X(+) = MRSYX
∆ X (-) ∆ Y(-)

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CHARACTERISTICS/ PROPERTIES of IC
i. SLOPING DOWNWARD (FORM THE LEFT to
THE RIGHT)
ii. CONVEX to the ORIGIN
iii. TWO IC NEVER INTERSECT

BASIC ASSUMPTION of INDIFFERENCE THEORY

i. ALGEBRA IC VALUE of the MRS is ALWAYS

NEGATIVE
ii. the MRS BETWEEN ANY TWO COMMODITIES
DEPENDS ON the AMOUNT of THE
COMMODITIES CURRENTLY BEING CONSUMED
by the HOUSEHOLD

BUDGET LINE/ BUDGET CONSTRAINT

ISOCOST LINE/ PRICE LINE
CONSUMPTION-POSSIBILITY LINE

SHOW ALL COMBINATIONS of COMMODITIES

THAT ARE AVAILABLE to the HOUSEHOLD GIVEN
ITS MONEY INCOME and the PRICE of the GOODS
that is PURCHASES

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ALTERNATIVE GOOD X GOOD Y
COMBINATION (CLOTHING) (FOOD)

A 6 0
C 4½ 1
D 3 2
E 1½ 3
B 0 4

GOOD X
9 A2

8
A1
7

6 A

5
A3 C
4

3 D

2
E
1

0 B3 B B1 B2
1 2 3 4 5 6 GOOD Y

MISAL : M = Rp 30.000,00
PX = Rp 5.000,00
PY = Rp 7.500,00
M = X. PX + Y.PY 30.000 = X. 5.000 + Y. 7.500
= 5.000 X + 7.500 Y

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PERSAMAAN GARIS ANGGARAN AB
7.500 30.000
X=- Y+
5.000 5.000
X = - 1,5 Y + 6

SECARA UMUM
PY M
X=- Y+
PX PX

GRADIEN

SHIFT in the BUDGET LINE

- VARIATION in the HOUSEHOLD’S MONEY
INCOME WITH MONEY PRICES CONSTANT,
SHIFT the BUDGET LINE PARALLEL to ITSSELF.
IT SHIFTS INWARD (TOWARD the ORIGIN)
WHEN MONEY INCOME FALLS AND OUTWARD
(A WAY frorm the ORIGIN) WHEN MONEY
INCOME RISES.
- PROPORTIONAL CHANGES in the MONEY
PRICES of ALL GOODS IF MONEY INCOME
REMAINS CONSTAN SHIFT the BUDGET LINE
PARALLEL to ITSELF. IT SHIFT OUTWARD
WHEN MONEY PRICES FALL AND INWARD
WHEN MONEY PRICES RISE.
- A PRPORTIONAL CAHNGE in MONEY INCOME
and in ALL MONEY PRICES LEAVES the
HOUSEHOLD NEITHER BETTER nor WORSE OFF
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 IN TERMS of it ABILITY to PURCHASES
COMMODITIES.
- A HOUSEHOLD’S ABILITY to PURCHASES
GOODS and SERVICES IS MEASURED BY REAL
INCOME, NOT MERELY BY ITS MONEY INCOME.
- A CHANGE IN RELATIVE PRICES ALTERS the
SLOPE of the BUDGET LINE and therefore
CHANGES the OPPORTUNITY COST of GOOD in
TERMS of ANOTHER GOOD

GOOD X
A AB AB1 PY

AB AB2 PY

0 B2 B B1 GOOD Y

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EQUILIBRIUM of the HOUSEHOLD
KONSUMEN MEMPEROLEH UMAX (DALAM
MENGKONSUMSI BARANG-BARANG) APABILA
KEINGINANNYA (-YANG DAIGAMBARKAN OLEH
KURVA INDIFERENSI-) SESUAI DENGAN
KEMAMPUAN DAYA BELINYA (-YANG
DIGAMBARKAN OLEH GARIS/ BATAS ANGGARAN-).

the HOUSEHOLD’S SATISFACTION IS MAXIMIZED

AT the PONT WHERE AN INDIFFERENCE CURVE IS
TENGENT to the BUDGET LINE

GOODS X (CLOTHING)

CONSUMER (HOUSEHOLD)
A EQUILIBRIUM POINT (POSITION)
C

XE E

I4
F I3
I2
G I1

0 YE B FOOD Y
KOMBINASI : X = XE COMMODITY OPTIMUM
Y = YE COMBINATION

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AT POINT of TANGENCY E
The SLOPE of IC = the SLOPE of BUDGET LINE

PY
MRSXY = ―
PX

(CONDITION FOR CONSUMER/ HOUSEHOLD

EQUILIBRIUM

EFEK : PENDAPATAN, HARGA dan

SUBSTITUSI
1). CHANGE in INCOME
(COMMODITIES PRICES CONSTANT)

INCOME EFFECT
KASUS 1
M1 = Rp 30.000,00
PX = 5.000,00
PY = 7.500,00
7.500 30.000
GARIS ANGGARAN X1 = ― Y+
(A1B1) 5.000 5.000
KASUS 2
M2 = Rp 45.000,00
PX = 5.000,00
PY = 7.500,00
7.500 45.000
GARIS ANGGARAN X2 = ― Y+
(A2B2) 5.000 5.000

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KASUS 3
M3 = Rp 23.750,00
PX = 5.000,00
PY = 7.500,00
7.500 22.500
GARIS ANGGARAN X3 = ― Y+
(A3B3) 5.000 5.000
GOOD X
9 A2

7
ICC (INCOME CONSUMPTION CURVE /LINE)
6 A1

5
A3 E2
4 IC2

3 E1
E3
2 IC1

1 IC3

0 B3 B1 B2
1 2 3 4 5 6 GOOD Y

63
DERIVATION of INCOME DEMAND CURVE
DARI ICC DAPAT DITURUNKAN MENJADI
INCOME DEMAND CURVE (ENGEL CURVE)

INCOME
QdY QdX
(M)
Y1 M1 X1
Y2 M2 X2
(Y2 > Y1) (M2 > M1) (X2 > X1)
Y3 M3 X3
(Y3 < Y1) (M3 < M1) (X3 < X1)

M
MdY Mdx

d2 M2 d2

d1 M1 d1

d3 M3 d3

Qdy Y2 Y1 Y3 0 X3 X1 X2 Qdx

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CHANGES in (SINGLE) COMMODITY’S PRICE
( MONEY INCOME and the OTHER COMMODITY’S
PRICE ARE CONSTANT)
PRICE EFFECT
KASUS 1
M = Rp 30.000,00
PX = 5.000,00
PY1 = 7.500,00
7.500 30.000
GARIS ANGGARAN X1 = ― Y+
(AB1) 5.000 5.000
KASUS 2
M = Rp 30.000,00
PX = 5.000,00
PY2 = 5.000,00
5.000 30.000
GARIS ANGGARAN X2 = ― Y+
(AB2) 5.000 5.000
KASUS 1
M = Rp 30.000,00
PX = 5.000,00
PY3 = 9.000,00
9.000 30.000
GARIS ANGGARAN X3 = ― Y+
(AB3) 5.000 5.000

65
GOOD X

6
I3
5
I1
X34 E3
I2
X13 E1
PRICE CONSUMPTION
X22 E2 CURVE (LINE)
PCC
1
B3 B1 B2
0 1 2 3 4 5 6 GOOD Y
Y3 Y1 Y2

DERIVATION of (PRICE) DEMAND CURVE

DARI PCC DAPAT DITURUNKAN (PRICE)
MENJADI DEMAND CURVE UNTUK BARANG YANG
HARGANYA BERUBAH

PY QdY
PY1 Y1 (d1)
PY2 Y2 (d2)
(PY2 < PY1) (Y2 > Y1)
PY3 Y3
(PY3 > PY1) (Y3 < Y1)

66
 PY (000)

9 d3

7,5 d2

5 d1
dY

0 y3 Y2 Y1 QdY

SUBSTITUTION EFFECT
PENGGANTIAN JUMLAH TERTENTU SUATU
BARANG (YANG HARGANYA MENJADI MAHAL)
OLEH JUMLAH TERTENTU BARANG LAIN (YANG
HARGANYA MENJADI MURAH) TANPA MENGUBAH
BESARNYA U (UTILITY/ KEPUASAN)

67
GOOD X

X1 E1

X2 E2

I2
X3 E3
I1

0 Y1 Y3 Y2 GOOD Y
SUBST
EFFECT

INC
EFF
PRICE EFFECT
(TOTAL EFFECT)

SURPLUS KONSUMEN
The GAP BETWEEN the TOTAL UTILITY of a
GOOD and ITS TOTAL MARKET VALUE THE
SURPLUS ARISES BACAUSE WE “ RECEIVE MORE
THAN WE PAY FOR “ AS A RESULT of the LAW
DIMINISHING MU

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PRICE and MU of WATER

10 CONSUMER’S DEMAND
9 CURVE FOR WATER
8
7
6
5 PRICE of WATER
4
3
2
1 E
0
1 2 3 4 5 6 7 8 9

9 D
8
7
6
5 PRICE of WATER
4 CONSUME
3 R
2 E
1
0 TOTAL PURCHASES
QUNTITY of WATER

69