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Pasar Konsumen dan Perilaku Pembelian Konsumen

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

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  1. PasarKonsumendanPerilakuPembelianKonsumen EkoFitrianto e.fitrianto@ymail.com FakultasEkonomiUniversitasSriwijaya

  2. 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

  3. Model PerilakuKonsumen

  4. 4 FaktorUtama yang mempengaruhikeputusankonsumen Pembeli

  5. 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

  6. Social Factor Keluarga Perandan status konsumen Kelompok (dimanakonsumenmenjadianggotanya)  Personal factor

  7. Personal Factor UsiadanTahaphidup Setiaporangmerubahproduksepanjanghidupnya Pekerjaanmempengaruhiprodukygdibeli Situasiekonomi Gaya hidup Kepribadiandankonsepdiri Activits Interest Opinion  Psycologycal factor

  8. Psycological Factor Motivasi Persepsi Sikap (attitude) Pembelajaran Keyakinan (belief)  PerilakuPembelianKompleks

  9. Four Types of Buying Behavior  Proseskeputusanpembelian

  10. ProsesKeputusanPembeli  Perandlmpengambilankeputusan

  11. The Buying Decision Process • Buying Roles • Initiator • Influencer • Decider • Buyer • User • Buying behavior • Post purchase behaviour

  12. Tahapprosesadopsidandifusi TahapprosesAdopsi Bagaimanaperilakunya? 34% Mayoritasawal 34% Mayoritasakhir 13,5% Pengadopsiawal 2,5% Penemu 16% Orang yang lambat Kapan? Waktuadopsi Difusiprodukbaru, respon yang berbedaantarkonsumen

  13. SekiandanTerimakasih

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