To accompany A Framework for Marketing Management, 2nd Edition

Presentasi berjudul: "To accompany A Framework for Marketing Management, 2nd Edition"— Transcript presentasi:

0 Perilaku Konsumen dan Proses Pembelian
To accompany A Framework for Marketing Management, 2nd Edition

1 To accompany A Framework for Marketing Management, 2nd Edition
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” To accompany A Framework for Marketing Management, 2nd Edition

2 To accompany A Framework for Marketing Management, 2nd Edition
Perilaku Konsumen Perilaku Pembelian dipengaruhi oleh : Faktor budaya Faktor sosial Faktor personal Faktor psikologi To accompany A Framework for Marketing Management, 2nd Edition

3 To accompany A Framework for Marketing Management, 2nd Edition
Perilaku Konsumen Faktor Pengaruh Budaya Social Personal Psychological Kelompok etnis Kelas sosial (pekerjaan, pendapatan, pendidikan) To accompany A Framework for Marketing Management, 2nd Edition

4 Major U.S. Social Classes
Perilaku Konsumen Major U.S. Social Classes Upper Uppers Lower Uppers Upper Middles Middle Class Working Class Upper Lowers Lower Lowers To accompany A Framework for Marketing Management, 2nd Edition

5 To accompany A Framework for Marketing Management, 2nd Edition
Perilaku Konsumen Faktor Pengaruh Budaya Sosial Personal Psychological Kelompok Acuan Keanggotaan Primer vs sekunder Aspirational vs. dissociative Keluarga Peran Sosial dan Status To accompany A Framework for Marketing Management, 2nd Edition

6 To accompany A Framework for Marketing Management, 2nd Edition
Perilaku Konsumen Faktor Pengaruh Cultural Social Personal Psychological Umur Pekerjaan Gaya hidup Kepribadian Konsep diri To accompany A Framework for Marketing Management, 2nd Edition

7 To accompany A Framework for Marketing Management, 2nd Edition
Perilaku Konsumen Faktor Pengaruh Cultural Social Personal Psychological Motivasi Persepsi Pengetahuan Sikap To accompany A Framework for Marketing Management, 2nd Edition

8 Proses Pembelian Konsumen
Yang harus dipahami : Siapa yang membuat keputusan pembelian Jenis-jenis keputusan pembelian Tahap-tahap pengambilan keputusan pembelian To accompany A Framework for Marketing Management, 2nd Edition

9 Proses Pengambilan Keputusan Pembelian Konsumen
Understand Buying roles Buying decision process Initiator Influencer Decider Buyer User To accompany A Framework for Marketing Management, 2nd Edition

10 Proses Pengambilan Keputusan Pembelian Konsumen
Understand Buying roles Buying decision process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior To accompany A Framework for Marketing Management, 2nd Edition

11 Proses Pengambilan Keputusan Pembelian Konsumen
Perilaku pasca pembelian: Konsumen membandingkan antara harapan dengan kinerja Kepuasan pasca pembelian mempengaruhi perilaku pembelian masa depan Pembelian konsumen Komunikasi dari mulut ke mulut To accompany A Framework for Marketing Management, 2nd Edition