Aditya Ismail

8223078118
MPA 07
Tugas Perilaku Konsumen: Resume

Motivasi dan Persepsi

Dorongan disebut motivasi.
Beberapa definisi motivasi menurut:
 Schiffman dan kanuk: “motivation can be described as driving force
within individuals that impels them to action. This driving force is
produced by state of tension, which exists as the result of an unfulfilled
need”.
 Solomon: “motivatin reffers to the processes that cause people to behave
as they do.it occurs when a need is aroused that the consumer wishes to
satisfy. Once a need has been activated, a state of tension exist that drives
the consumer to attempt to reduce or eliminate the need”.
 Mowen dan Minor: “motivation reffers to an activated state within a
person that leads to goal-directed behavior. It consists of the drives, urges,
wishes or desires that initiate the sequence of events leading to a
behavior”.

Motivasi muncul karena adanya kebutuhan, kebutuhan muncul karena merasakan

ketidaknyamanan (state of tension) antara yang seharusnya dirasakan dan
sesungguhnya yang dirasakan.

Model Motivasi

Kebutuhan dan
keinginan yang
tidak terpenuhi

Tekanan Tekanan
berkurang

Dorongan
Belajar Proses
kognitif
Perilaku

Tujuan
memenuhi
kebutuhan
Kebutuhan