Download - Mengenal Perilaku Konsumen
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Mengenal Perilaku Konsumen dalam
Komunikasi Pemasaran
! Pengantar Periklanan & Komunikasi pemasaran
! Yudhie Setiawan, M.Si
! Fikom, Marcomm
! Universitas Mercu Buana, 2013
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Mempelajari Perilaku Konsumen :
• Konsumen sebagai titik sentral perhatian pemasaran. Dalam konteks komunikasi pemasaran, konsumen adalah komunikan.
• Kompetisi yang ketat akibat kelebihan suplay produk dibandingkan dengan demand
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David L. Loudon & Albert J. Della Bitta
(1984:6)
James F. Engel, Et.al. (1968:8 )
Gerald Zaltman Melanie Wallendorf
(1979:6 )
Pengertian Perilaku
Konsumen
Pengertian Perilaku Konsumen:
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David L. Loudon & Albert J. Della Bitta
(1984:6)
Pengertian Perilaku
Konsumen
sebagai proses pengambilan keputusan dan aktivitas individu secara fisik yang dilibatkan dalam proses mengevaluasi, memperoleh, menggunakan atau dapat mempergunakan barang-barang dan jasa.
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Pengertian Perilaku
Konsumen
Tindakan-tindakan individu yang secara langsung terlibat dalam usaha memperoleh dan menggunakan barang-barang jasa ekonomis termasuk proses pengambilan keputusan yang mendahului dan menentukan tindakan-tindakan tersebut.
James F. Engel, Et.al. (1968:8 )
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Pengertian Perilaku
Konsumen
Tindakan-tindakan, proses, dan hubungan sosial yang dilakukan individu, kelompok, dan organisasi dalam mendapatkan, menggunakan suatu produk atau lainnya sebagai suatu akibat d a r i p e n ga l a m a n n y a d e n ga n p ro d u k , pelayanan, dan sumber-sumber lainnya.
Gerald Zaltman Melanie Wallendorf
(1979:6
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Kesimpulan:
Merupakan tindakan-tindakan yang dilakukan oleh individu, kelompok atau organisasi yang berhubungan dengan proses pengambilan keputusan dalam mendapatkan, menggunakan barang-barang atau jasa ekonomis yang dapat dipengaruhi lingkungan.
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Faktor-Faktor yang Mempengaruhi Perilaku Konsumen:
� Meliputi:
Faktor-Faktor Yang
Mempengaruhi Perilaku
Konsumen
Kekuatan Faktor Psikologis
Kekuatan Sosial Budaya
Faktor Sikap Dan Keyakinan
Konsep Diri
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Basic needs
Esteem Needs
Belonging Needs
Basic Needs
Actualiza4on Needs
love, acceptance, affilia.on
Food, shelter, sex, sleep
Self-‐respect, social status
Maslow’s “Theory of Human Mo4va4on”
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3 ELEMENTS OF CHANGING
ECONOMY & SOCIAL
TECHNOLOGY COMMUNICATION
CONSUMER BEHAVIOUR
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Let’s take a look at Some signals related to Consumer behaviour...
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Being Healhty
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Less people watch series and they spend lesser .me to watch it. What are their Buzz?
Posi4ve
Like it! Good story Awaited
My Saturday night friend
Nega4ve
Not educa4ve
If I could delete one TV show,
I would delete sinetron Bring nega4ve energy
Need to be pull out from TV
Not qualified Story is far-‐fetched
Bad effect to children My Buzzmetric. Source: TwiIer, Facebook, Blogs, and Boards, January-‐June 2012
Pu4h Abu-‐Abu
Hanya Kamu Dewi
Bintari
3D sinetron Cinta
Fitri
Keluarga Cemara
Watch recently Was favorable
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Opera Van Java
Among entertainment shows, comedy is the most watched TV program. What are their Buzz? Stand Up
Comedy My favorite
Comedy Project
FRESH!
Was favorite, is
missed & is expected Komedi Tengah Malam & Komedi Ayam Jago
Theater Comedy Stand Up Comedy & Comedy Project
Excellent Mood
booster My BuzzMetrics. Source: TwiIer, Facebook, Blogs, and Boards, January-‐June 2012
Stand Up Comedy
Awaited
Opera Van Java & Awas Ada Sule
Unlike
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1,5 jam per hari dipergunakan middle class untuk internet
Source : The Nielsen Company - 2011
* Middle Class = All 5+ SES C
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72 Juta orang pengguna ponsel adalah kelas middle class
Source : The Nielsen Company - 2011
* Middle Class = All 5+ SES C
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Pertumbuhan internet yang .nggi pada middle class juga dipengaruhi oleh kenaikan pengguna mobile
phone
Source : The Nielsen Company - 2011
* Middle Class = All 5+ SES C
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24 Hour Retail Evolu4on
A whole new concept of 24 hour retail: “Gathering spot”
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E-‐commerce Will Thrive: Bhinneka.com
Transaction through e-commerce is increasing
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Teenagers are more concern with their “Pulsa Handphone” rather than other needs. For instance: They prefer to buy “pulsa handphone” rather than a book.
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People are more “on-‐the-‐go”
People are more busy, more interac4ve, more mobile, and of course more produc4ve.
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More Civilized, More Educated
Sex and horor movie like these will be facing off
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Terima kasih.......