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Motivasi dan Kebutuhan

Perilaku Konsumen

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Motivasi dan Kebutuhan

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  1. BAB 2. MOTIVASI DAN KEBUTUHAN BukuPerilakuKonsumen : TeoridanPenerapannyadalamPemasaran Prof. Dr. Ir. UjangSumarwan, M.Sc. disusun oleh : Kukuh Prakoso H34090119

  2. Definisi Motivasi • Schiffan dan Kanuk (2010) “Motivation can be described as driving force within individuals that impels them to action. This driving force is produced by state of tension, which exists as the result of an unfulfilled” • Solomon (2009) “Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attemt to reduce or eliminate the need” • Mowen dan Minor (1998, hal 160) “Motivation refers to an activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes or desires that initiate the sequence of events leading to a behavior”

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