Pengolahan Informasi dan

Persepsi Konsumen
Foury ... (18051334028)
Talitha Sahda N (18051334030)
Amay Ni’matuzzahroh A (18051334037)
4. Perhatian
Konsumen menyeleksi stimulus yang
akan diperhatikannya dan akan diproses Perceptual
lebih lanjut Selection

01 02

Faktor Pribadi Faktor Stimulus

 Faktor Pribadi

• Karakteristik yang muncul dari dalam

diri konsumen

• Schiffman dan Kanuk (2010)

berpendapat bahwa stimulus atau
informasi yang bertentangan dengan
harapan sering kali mendapatkan
perhatian yang lebih besar
dibandingkan dengan yang sesuai
harapan
 Faktor Stimulus

• Dapat dikontrol dan dimanipulasi oleh pemasar dan pengiklan

dengan tujuan untuk menarik perhatian konsumen.

• Konsumen yang memperhatikan stimulus karena daya tarik

dari stimulus tersebut misalnya suara yang keras, warna yang
indah, atau ukuran huruf yang besar maka disebut sebagai
perhatian yang tidak sukarela (involuntarilt attention).
Faktor stimulus (lanjutan…)

Daya tarik stimulus antara lain:

a) Ukuran (size)
b) Warna (color)
c) Intensitas
d) Kontras (contrast)
Faktor stimulus (lanjutan…)

e) Posisi (Position)

Iklan yang diletakkan di

halaman pertama majalah
akan lebih menarik
perhatian dibandingkan
letak pada halaman-
halaman berikutnya.
Faktor stimulus (lanjutan…)

f) Petunjuk (Directionality)

Mata konsumen
seringkali tertuju kepada
stimulus yang diarahkan
oleh suatu petunjuk.
Faktor stimulus (lanjutan…)

g) Gerakan (movement)

Stimulus yang bergerak akan lebih menarik perhatian

konsumen daripada yang diam

h) Isolasi (isolation)

Konsep isolasi sering disebut dengan nama white

space.
Faktor stimulus (lanjutan…)

i) Kebauran (Novelty)
• Stimulus yang tidak biasa
atau tidak diharapkan
adalah stimulus yang
menyimpang dari tingkat
adaptasi seseorang
• Biasanya menimbulkan
penasaran dan
keingintahuan
Faktor stimulus (lanjutan…)

j) Stimulus yang di Sengaja

(“Learned” Attention-Inducing Stimuli)

k) Pemberi Kesan yang Menarik

(Attractive Spokesperson)

l) Perubahan Gambar yang Cepat

(Scene Challenges)
 5. Pemahaman
Engel, Blackwell dan Miniard (1995)
menyebut pada tahap ini sebagai tahap Perceptual/
memberikan makna pada stimulus. Stimulus
Organization

1 2 3

Grouping Closure
Figure and Ground
Pemahaman (lanjutan...)

1. Gambar dan latar belakang (figure and ground)

Objek yang terlihat

kontras dengan latar
belakangnya akan lebih
menarik perhatian
konsumen.
Pemahaman (lanjutan...)

2. Pengelompokan (Grouping)

• Orang akan lebih mudah mengingat informasi dalam bentuk

kelompok atau berkaitan dengan sesuatu hal dibandingkan
informasi tersebut terpisah-pisah.
• Tiga prinsip grouping adalah kedekatan (proximity), kesamaan
(similarity), dan kesinambungan (continuity).

3. Closure

• Konsumen akan berusaha memahami suatu objek dalam arti yang utuh,
walaupun ada bagian dari objek tersebut yang hilang atau tidak lengkap
6. Penerimaan

Persepsi konsumen merupakan output dari

penerimaan konsumen terhadap stimulus.
Referensi :

Sumarwan, Ujang. 2011. Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Jakarta:
Penerbit PT Ghalia Indonesia.
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