PERILAKU KONSUMEN DAN PENGAMBILAN KEPUTUSAN PEMBELIAN
Abstract
The purpose of this study is to describe consumer behavior in relation to purchasing decisions. Consumer behavior consists of the activities people perform when choosing what to buy and using products to satisfy needs and wants. The research was conducted through literature study to find references and literature on the topics covered. This study begins by describing the importance of understanding consumer behavior, the relationship of consumer behavior to marketing elements, and finally explaining the buying decision process. The consumer purchasing decision-making process is structured in five processes, namely: understanding the existence of a problem, searching for alternative solutions to problems, evaluating alternatives, purchasing or selecting, and post-purchase use and re-evaluation of the chosen alternative. demonstrated by its ability to influence and change consumer activities to achieve what is the target of the marketing strategy
Keywords: consumer behavior, purchasing decisions, marketing management
Full Text:
PDFReferences
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study. European Online Journal of Natural and Social Sciences, 8(1), 17–35.
Ahn, J., & Kwon, J. (2020). The role of trait and emotion in cruise customers’ impulsive buying behavior: an empirical study. Journal of Strategic Marketing; Taylor & Francis.
Amirullah. (2002). Perilaku Konsumen. Graha Ilmu.
Amirullah. (2021). Prinsip - Prinsip Manajemen Pemasaran: Disusun Sesuai Rencana Pembelajaran Semester (Widayat (ed.); 1 ed.). Indomedia Pustaka.
Chao, C. M. (2019). Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model. Frontiers in Psychology, 10(JULY), 1–14.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1992). Consumer Behavior (6 ed.). The Dryden Press.
Hoyer, W. D., & Maclnnis, D. J. (2008). Consumer Behaior (5 ed.). South-Western Cengage Learning.
Jung, H. J., Choi, Y. J., & Oh, K. W. (2020). Influencing factors of chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer “attitude–behavioral intention” gap. Sustainability (Switzerland), 12(5), 1–14.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12 ed.). Erlangga.
Loudon, D. L., & Della Bitta, albert J. (1993). Consumer Behavior, Concepts and Applications (4 ed.). McGraw Hill Companies, Inc.
Peter, P. J., & Olson, J. C. (1996). Consumer Behavior, Consumer Behavior and Marketing Strategy (4 ed.). Richard D Irwin, Inc.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (9 ed.). Prentice Hall, Inc.
DOI: http://dx.doi.org/10.51881/jam.v20i2.256
Refbacks
- There are currently no refbacks.