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Resume Kuliah 1 Perilaku Konsumen

Yunita Ayu Susilowati

Departemen Ekonomi Sumberdaya dan Lingkungan

Fakultas Ekonomi dan Manajemen

Institut Pertanian Bogor
Mata Kuliah Perilaku Konsumen IKK233
Departemen Ilmu Keluarga dan Konsumen
Fakultas Ekologi Manusia
Institut Pertanian Bogor
Prof Dr Ir UJANG SUMARWAN, MSc (www.sumarwan.staff.ipb.ac.id)

www.ujangsumarwan.blog.mb.ipb.ac.idsumarwan@mb.ipb.ac.id

   Dr. Ir Lilik Noor Yuliati, MFSA

 Dr. Ir. Megawati Simanjuntak, MS

 Ir. Retnaningsih, MS

 Ir. Md Djamaluddin, MSc

Buku Perilaku Konsumen :

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.

Pengaruh Kualitas Lingkungan Terhadap Biaya Eksternalitas Pengguna Air Citarum

Komisi), M. SRI SAENI dan RIZALDI BOER (Anggota Komisi). Tujuan penelitian ini adalah untuk menganialisis perubahan tutupan lahan, perubahan karakteristik hidrologis dan pengaruhnya terhadap nilai ekonomi sumberdaya air bagi pengguna jasa lingkungan (PLTA dan PDAM). Penelitian dilakukan selama tahun 2006 di DAS Citarum Wilayah Hulu meliputi Sub DAS Saguling, Sub DAS Cirata dan Sub DAS Jatiluhur dengan luas 486,237 ha. Aktor-aktor ekonomi yang menjadi objek penelitian adalah PLTA Saguling, PLTA Cirata dan PLTA Jatiluhur serta PDAM Purwakarta (Tirta Dharma) dan PDAM DKI Jakarta (PT. Thames Jaya) di DAS Citarum Wilayah Hilir sebagai pengguna jasa lingkungan (sumberdaya air) DAS Citarum. Metode dan tehnik analisis yang digunakan dalam penelitian ini adalah analysis supervised classification untuk mengetahui perubahan tutupan lahan, model GR4J untuk menduga debit, volume air dan sedimentasi, analisis kimia air dan replacement cost sebagai tehnik valuasi ekonomi jasa lingkungan bagi pengguna. Hasil penelitian menunjukkan bahwa selama periode 1992–2003 telah terjadi penurunan tutupan lahan hutan (pohon) dengan laju 2.23 % (3804.2 ha) per tahun. Penurunan luas tutupan lahan tersebut terutama disebabkan oleh kenaikan pembukaan lahan untuk memenuhi kebutuhan permukiman dan sarana sosial lainnya, yang tumbuh 9.81 % (2404.5 ha) per tahun. Perubahan tutupan lahan tersebut menyebabkan perubahan pada karakteristik hidrologis DAS Citarum Wilayah Hulu berupa penurunan debit air masuk lokal (DAML) dengan laju 1.49% (3.14 m3/dt) dan volume air masuk lokal (VAML) dan 4.20% (275.26 juta m3), peningkatan rasio Q max-min 5.99% (rata-rata 131.94), peningkatan laju sedimentasi rata-rata 12.86 juta m3 – 21.66 juta m3 (total 3 waduk) setiap tahun yang membahayakan terutama Waduk Saguling dan Cirata, dan penurunan kualitas kimiawi air di Sungai Citarum. Perubahan tutupan lahan dan karakteristik hidrologis tersebut telah menyebabkan kerugian ekonomi (“keuntungan yang hilang”) bagi PLTA dan PDAM. Besarnya keuntungan yang hilang akibat penurunan kualitas lingkungan DAS Citarum Wilayah Hulu bagi PLTA adalah sebesar Rp. 7.645/MWh energi listrik atau Rp. 13.35/m3 air yang digunakan PLTA, sedangkan bagi PDAM adalah Rp. 212.43/m3 (PDAM Purwakarta) – Rp. 821.48/m3 (PDAM DKI Jakarta). Berkaitan dengan besarnya kerugian ekonomi yang ditimbulkan oleh penurunan kualitas lingkungan DAS Citarum Wilayah Hulu terhadap PLTA dan PDAM maka upaya pengendalian pemanfaatan (tataguna) lahan dan tindakantindakan konservasi sangat diperlukan dengan tetap mempertahankan luas minimal hutan. “Keuntungan yang hilang“ tersebut dapat digunakan sebagai investasi lingkungan untuk perbaikan kualitas lingkungan (replacement cost) di DAS Citarum Wilayah Hulu.
Sumber: http://repository.ipb.ac.id/handle/12345678940850/

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