ANALIZING CONSUMER

AND BUSINESS MARKET

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 Chapter Objectives

 Bagaimana karakteristik pembeli

mempengaruhi perilaku pembelian?
 Proses Psikologis utama apa yang
mempengaruhi tanggapan konsumen terhadap
program pemasaran?
 Bagaimana cara pembeli membuat keputusan
pembelian?

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 STUDI PERILAKU KONSUMEN

• RISET PEMASARAN

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 MODEL PERILAKU KONSUMEN

Psikologi Konsumen: Proses Keputusan Keputusan Pembelian

- Motivasi Pembelian: - Pilihan Produk
Rangsangan Rangsangan - Persepsi - Pengenalan - Pilihan Merek
Pemasaran: Lain: - Pembelajaran Masalah - Pilihan Dealer
- Memori - Pencarian - Jumlah Pembelian
Produk Ekonomi Informasi - Saat yang tepat
Harga Teknologi Karateristik Konsumen: - Penilaian melakukan
Distribusi Politik - Budaya Alternatif Pembelian
Promosi Budaya - Sosial - Keputusan - Metode Pembayaran
- Personal Pembelian
- Perilaku Pasca
Pembelian

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 FAKTOR YANG MEMPENGARUHI PERILAKU
KONSUMEN
• Faktor Budaya
– Budaya
– Sub Budaya
– Kelas Sosial

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FAKTOR YANG MEMPENGARUHI PERILAKU
KONSUMEN

• Faktor Sosial
–Kelompok Acuan
–Keluarga
–Peran dan Status

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FAKTOR YANG MEMPENGARUHI PERILAKU
KONSUMEN

• Faktor Pribadi
– Usia dan Tahap Siklus hidup
– Pekerjaan dan Lingkungan Ekonomi
– Kepribadian dan Konsep Diri
– Gaya Hidup dan Nilai

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FAKTOR YANG MEMPENGARUHI PERILAKU
KONSUMEN

• Faktor Psikologis
– Motivasi

• Maslow
• Herzberg

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Influencing Buyer Behavior
– Maslow’s Theory

Maslow’s
Hierarchy of
Needs

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Influencing Buyer Behavior

–Herzberg’s Theory
• Dissatisfiers
• Satisfiers

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 Influencing Buyer Behavior
• Perception
Adl proses yang digunakan oleh
individu untuk memilih,
mengorganisasikan,
menginterpretasikan masukan
informasi guna menciptakan
gambaran

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Influencing Buyer Behavior
– Learning (pembelajaran)
Merupakan perub perilaku seseorang
yang timbul dari pengalaman
– Memori
– Beliefs and Attitudes

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The Buying Decision Process
• Buying Roles
– Initiator
– Influencer
– Decider
– Buyer
– User
• Buying behavior

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 Four Types of Buying Behavior
High Involvement Low Involvement
Significant Differences Complex buying Variety-seeking
between Brands behavior buying behavior

Few Differences between Dissonance-reducing Habitual buying

Brands buying behavior behavior

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The Buying Decision Process
– Complex Buying Behavior
– Dissonance-Reducing Buyer Behavior
– Habitual Buying Behavior
– Variety-Seeking Buying Behavior

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 Stages of the Buying
Decision Process
• Problem recognition
• Information search
– Personal sources
– Commercial sources Five-Stage
– Public sources Model of the
Consumer
– Experiential sources Buying
Process

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The Buying Decision Process
• Evaluation of Alternatives
–Potential Attributes of interest
–Brand beliefs
–Brand image

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The Buying Decision Process
• Purchase Decision

Steps Between Evaluation of

Alternatives and a purchase decision

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The Buying Decision Process
– Informediaries
• Consumer Reports (berisi tinjauan pakar)
• Zagats(Indonesia wisata kuliner lewat milis)
– Unanticipated situational factors
– Perceived risk
– Brand decision
– Vendor decision
– Quantity decision
– Timing decision
– Payment-method decision

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 The Buying Decision Process
• Postpurchase Behavior
– Postpurchase Satisfaction
• Disappointed
• Satisfied
• Delighted
• Postpurchase Actions
– Postpurchase Use and Disposal

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 Pembelian Oleh Organisasi

– Organizational buying
• The business market versus the consumer
market
– Business market
• Pembeli Lebih Sedikit
• Pembelian Lebih Banyak
• Hubungan Pemasok-Pelanggan Erat
• Pembeli Terkonsentrasi Geografisnya

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Pembelian Oleh Organisasi

• Permintaan Turunan
• Permintaannya tidak elastis
• Permintaannya berfluktuasi
• Pembelian Profesional
• Beberapa Pengaruh Pembelian
• Kunjungan Penjualan Ganda
• Pembelian Langsung
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Pembelian Oleh Organisasi

• Buying Situations
– Straight rebuy
– Modified rebuy
– New Task
• Systems Buying and Selling
– Systems buying
– Turnkey solution
– Systems selling

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Peserta Proses Pembelian Bisnis
• The Buying Center
– Initiators
– Users
– Influencers
– Deciders
– Approvers
– Buyers
– Gatekeepers
• Key buying influencers
• Multilevel in-depth selling
• Incentive to purchase

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 Proses Pembelian/Pengadaan
– Three Company Purchasing Orientations
• Orientasi Pembelian
–Commoditization
–Multisourcing
• Orientasi Pengadaan
–Materials requirement planning (MRP)
• Orientasi Manajemen Rantai Pasokan

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Proses Pembelian/pengadaan

• Jenis-jenis Proses Pembelian

– Produk Rutin
– Produk bernilai tinggi
– Produk Strategis
– Produk Penghambat Kelancaran
Kerja

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 Tahap-Tahap Proses Pembelian
• Pengenalan Masalah
• Perumusan Kebutuhan dan Spesifikasi
Produk Umum
• Pencarian Pemasok
• E-Procurement

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 Tahap-Tahap Proses Pembelian
• Permintaan Pengajuan Proposal
• Pemilihan Pemasok
• Spesifikasi Rutinitas Pesanan
• Rencana Pembelian Tanpa Persediaan
• Kontrak Borongan
• Performance Review

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