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PROSES PENGAMBILAN KEPUTUSAN KONSUMEN

PROSES PENGAMBILAN KEPUTUSAN KONSUMEN. Consumer Behavior. Sengguruh Nilowardono. Consumer Decisions Whether to Buy a Product at all? What Feature (versus price) trade-offs to Accept? Which Brand to Buy? Where to Buy it from? ………………..

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PROSES PENGAMBILAN KEPUTUSAN KONSUMEN

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  1. PROSES PENGAMBILAN KEPUTUSAN KONSUMEN Consumer Behavior Sengguruh Nilowardono

  2. Consumer Decisions Whether to Buy a Product at all? What Feature (versus price) trade-offs to Accept? Which Brand to Buy? Where to Buy it from? ……………….. And in Deciding on all this, How Much Effort to Put In?

  3. Consumer Decision Process

  4. Keputusan • Keputusan merupakan suatu pemilihan tindakan dari dari dua atau lebih pilihan alternatif (Schiffman dan Kanuk,1994)

  5. Manusia Ekonomi • Empat model tingkah laku keputusan dari seorang individu: 1. Economic Man 2. Passive Man 3. Cognitive Man 4. Emotional Man

  6. Tiga Tipe Pengambilan Keputusan Konsumen • Extensive Problem Solving • Limited Problem Solving • Routinized Response Behavior

  7. Langkah-Langkah Keputusan Konsumen • Pengenalan Kebutuhan • Pencarian Informasi • Evaluasi Alternatif • Menentukan Alternatif Pilihan

  8. Bebrapa faktor yang mempengaruhi pengaktifan kebutuhan : • Waktu • Perubahan Situasi • Pemilikan Produk • Konsumsi Produk • Perbedaan Individu

  9. Pencarian Informasi • Pencarian Internal • Pencarian Eksternal

  10. Faktor-faktor yang mempengaruhi pencarian Informasi • Teori Ekonomi Informasi • Faktor yang mempengaruhi proses pencarian informasi yang ekstensif - Faktor resiko produk - karakteristik konsumen - Faktor situasi

  11. Menentukan Alternatif Pilihan • Teknik Kompensatori • Teknik Nonkompensatori • Teknik Leksikografik • Teknik Pengurangan bertahap • Teknik Konjungtif • Teknik Disjungtif

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