Perilaku Konsumen dan

Proses Pembelian

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 6
 Perilaku Konsumen

 Pengertian Perilaku Konsumen:

“merupakan studi bagaimana
individu, kelompok dan organisasi
memilih, membeli, barang, jasa,
gagasan dan pengalaman untuk
memuaskan kebutuhan dan
keinginan mereka”

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 6
 Perilaku Konsumen

 Perilaku Pembelian dipengaruhi

oleh :
– Faktor budaya
– Faktor sosial
– Faktor personal
– Faktor psikologi

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 6
 Perilaku Konsumen

Faktor Pengaruh
 Kelompok etnis
 Budaya  Kelas sosial
 Social (pekerjaan,
 Personal pendapatan,
pendidikan)
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
 Perilaku Konsumen

Major U.S. Social Classes

 Upper Uppers  Middle Class

 Lower Uppers  Working Class
 Upper Middles  Upper Lowers
Lower Lowers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
 Perilaku Konsumen

Faktor Pengaruh  Kelompok Acuan

– Keanggotaan
 Primer vs
 Budaya sekunder
– Aspirational vs.
 Sosial dissociative
 Personal  Keluarga

 Psychological  Peran Sosial dan

Status
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 6
 Perilaku Konsumen

Faktor Pengaruh  Umur

 Pekerjaan

 Cultural  Gaya hidup

 Kepribadian
 Social
 Konsep diri
 Personal
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 6
 Perilaku Konsumen

Faktor Pengaruh  Motivasi

 Persepsi
 Cultural  Pengetahuan
 Social  Sikap
 Personal
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6
 Proses Pembelian Konsumen

 Yang harus dipahami :

– Siapa yang membuat keputusan
pembelian
– Jenis-jenis keputusan pembelian
– Tahap-tahap pengambilan
keputusan pembelian

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
 Proses Pengambilan Keputusan
Pembelian Konsumen

Understand  Initiator
 Influencer
 Buying roles  Decider
 Buying decision  Buyer
process
 User

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 6
 Proses Pengambilan Keputusan
Pembelian Konsumen

Understand  Problem recognition

 Information search
 Buying roles  Evaluation of
alternatives
 Buying decision
 Purchase decision
process
 Postpurchase
behavior

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
 Proses Pengambilan Keputusan
Pembelian Konsumen

 Perilaku pasca pembelian:

– Konsumen membandingkan antara
harapan dengan kinerja
– Kepuasan pasca pembelian
mempengaruhi perilaku pembelian
masa depan
 Pembeliankonsumen
 Komunikasi dari mulut ke mulut

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 6