Solomon (1999)
Motivation refers 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 exists that drives the consumer to attempt to reduce or
eliminate the need.
Proses
Kognitif
Tekanan berkurang
Kebutuhan yang dirasakan konsumen (felt need)
Kebutuhan yang dirasakan konsumen (felt need)
Perilaku berorientasi tujuan
(goal-oriented behavior)
Seorang konsumen harus
memiliki tujuan dan tindakan untuk
memenuhi kebutuhannya
Tujuan (Goals)
Generic goals Specific product goals
Teori Kebutuhan (Maslow)
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