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Pasar Konsumen dan Perilaku Pembelian Konsumen. Eko Fitrianto e.fitrianto@ymail.com Fakultas Ekonomi Universitas Sriwijaya. Peta Pembelajaran “ Memahami Perilaku Konsumen ” Sec. B2C. Culture. Social factor. Prsonlity and self concept. Psikologis. Berhaviour influence. 4. B2B. B2C.

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pasar konsumen dan perilaku pembelian konsumen

PasarKonsumendanPerilakuPembelianKonsumen

EkoFitrianto

e.fitrianto@ymail.com

FakultasEkonomiUniversitasSriwijaya

peta pembelajaran memahami perilaku konsumen sec b2c
PetaPembelajaran“MemahamiPerilakuKonsumen” Sec. B2C

Culture

Social factor

Prsonlity and self concept

Psikologis

Berhaviour influence

4

B2B

B2C

Market

1

2

3

Buying Decision Process

Buying role

4 Types of Buying behav.

Stage of buying dec.

Post purchase

budaya sub budaya dan kelas sosial
Budaya, Sub BudayadanKelasSosial

Menghasilkan

Didalamnya

terdapat

Budaya

Sub budaya

Kelassosial

Kebangsaan, agama, kelompok, rasdandaerahgeografis

Pembagiankelompok yang relatifpermanendanberjenjang

Menganut : nilai, minatdanprilaku yang sama

Seperangkatnilai, persepsi, preferensi yang dianut

social factor
Social Factor

Keluarga

Perandan status konsumen

Kelompok (dimanakonsumenmenjadianggotanya)

Personal factor

personal factor
Personal Factor

UsiadanTahaphidup

Setiaporangmerubahproduksepanjanghidupnya

Pekerjaanmempengaruhiprodukygdibeli

Situasiekonomi

Gaya hidup

Kepribadiandankonsepdiri

Activits

Interest

Opinion

Psycologycal factor

psycological factor
Psycological Factor

Motivasi

Persepsi

Sikap (attitude)

Pembelajaran

Keyakinan (belief)

PerilakuPembelianKompleks

four types of buying behavior
Four Types of Buying Behavior

Proseskeputusanpembelian

proses keputusan pembeli
ProsesKeputusanPembeli

Perandlmpengambilankeputusan

the buying decision process
The Buying Decision Process
  • Buying Roles
    • Initiator
    • Influencer
    • Decider
    • Buyer
    • User
  • Buying behavior
  • Post purchase behaviour
tahap proses adopsi dan difusi
Tahapprosesadopsidandifusi

TahapprosesAdopsi

Bagaimanaperilakunya?

34%

Mayoritasawal

34%

Mayoritasakhir

13,5%

Pengadopsiawal

2,5%

Penemu

16%

Orang yang lambat

Kapan?

Waktuadopsi

Difusiprodukbaru, respon yang berbedaantarkonsumen