Yunita Ayu Susilowati
Departemen Ekonomi Sumberdaya dan Lingkungan
Fakultas Ekonomi dan Manajemen
Dr. Ir Lilik Noor Yuliati, MFSA
Dr. Ir. Megawati Simanjuntak, MS
Ir. Retnaningsih, MS
Ir. Md Djamaluddin, MSc
Buku Perilaku Konsumen :
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta (ID): PT Ghalia Indonesia
Resume Kuliah Pertama :
The term of consumer behavior is defined as the behavior that consumers show in searching, buying, using, evaluating, and depleting products and services their expect to satisfy their needs. Sumarwan (2010) concludes that consumer behavior is all activities, actions, and psychological processes that encourage such actions before buying, when buying, using, consuming products and services after doing the above or evaluating activities. There are three perspectives to identify the factors that influence consumer behavior: decision-making perspective, experiential perspective, and behavioral influence perspective. Globalization causes geographic and cultural boundaries to diminish, so that consumer behavior is increasingly the same. Examples are brands of goods and services that bind consumers in different countries, and generate a relative perception of brands with high brand equity.
Consumer behavior is one of the most essential foundations of microeconomic theory and is introduced before understanding the theory of demand and market structure. There are several benefits in studying consumer behavior such as helping corporate leaders to understand consumers so they can make decisions, provide knowledge and consumer theories to the researchers, helping consumers in deciding the wise, and so forth. People who must learn consumer behavior are marketers, education activists and consumer protection, as well as governments and legislators. The consumer decision model is influenced by marketing strategies, environmental factors, individual differences, and implications. The decision process is done with the introduction of needs, information search, alternative evaluation, purchasing and satisfaction.
Motivation arises because of the perceived needs of consumers. Such needs encourage a person to take action that can meet their needs, which can be called motivation. The need causes the emergence of pressure to the consumer that causes a boost on them. Such encouragement leads to action on a person who aims. Such actions can be various, such as the consumer will seek information about the product, then the consumer will talk to his relatives, and consumers will decide to buy products and services to meet their needs. The theory of need was introduced by Dr. Abraham Maslow, also known as Maslow’s Hierarchy of Needs. Maslow posited five human needs ranging from the lowest physiological needs, the need for sense of security, social needs, ego needs, and self-actualization. This model has a weakness that does not contain spiritual needs and not necessarily the previous needs are filled.