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PERILAKU KONSUMEN
1) 2)
Dosen : Dr. Johannes, S.E., M,Si Drs. Muliady Raf, MBA
http://johannessimatupang.wordpress.com
[email protected]
PEDOMAN KULIAH 1. Peserta diharuskan mengunduh semua materi kuliah, khususnya powerpoin dan silabus yang telah disiapkan dalam blog dengan alamat http://johannessimatupang.wordpress.com 2. Materi kuliah disiapkan dalam bentuk bahan ajar dan makalah, yang dinilai bermanfaat untuk pengembangan pokok bahasan. 3. Penilaian terdiri dari dua kategori: 1) ujian dan 2) tidak ujian. Ujian dilakukan diakhir semester sementara tidak ujian dilakukan melalui penugasan yang dikelola secara online pada alamat blog seperti di atas. 4. Teknik penilaian terdiri dari: 1) ketepatan pengunggahan tugas, 2) lingkup penugasan, sesuai dengan tugas yang diberikan, 3) informasi yang diberikan, dan 4) nilai tambah secara akademis yang disampaikan dalam tugas. 5. Secara khusus dalam perilaku konsumen, penugasan berkaitan dengan topik penulisan Tesis.
I. KERAGAMAN PASAR
Ilmu Perilaku Konsumen berkembang karena KERAGAMAN pasar yang signifikan. keragaman pelanggan dan pasar berada pada berbagai karakteristik adalah ciri yang tidak dapat diabaikan dan harus menjadi bagian daripada penentuan strategi pemasaran produsen harus mengenali seluk-beluk konsumen, mengenali keanekaragaman yang ditemui di konsumen, dan mengidentifikasi banyak persamaan
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FAKTA UNTUK DICERMATI Masyarakat yang multi etnis semakin menyadari adanya perbedaan yang nyata antara satu kelompok etnis dengan etnis lain, sehingga proses asimilasi terus terjadi antara satu kelompok dengan kelompok lain. Masyarakat menemukan bahwa mereka mempunyai perbedaan antara satu lokasi tempat tinggal terhadap tempat tinggal lainnya. Semakin menyadari adanya multiculturisme dimana masing-masing kultur mempunyai dampak yang berbeda atas perilaku mereka membeli dan menggunakan barang dan jasa yang mereka konsumsi.
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DEFINISI PERILAKU KONSUMEN Scifman: Istilah Perilaku Konsumen sebagai perilaku yang diperlihatkan konsumen dalam mencari, membeli, menggunakan, mengevaluasi, serta menghabiskan barang dan jasa yang mereka harapkan memuaskan kebutuhan mereka. Hawkin dkk. (2001) : bidang perilaku konsumen adalah studi individu, kelompok atau organisasi dan proses yang mereka gunakan untuk memilih, memastikan, menggunakan dan menghentikan barang dan jasa, pengalaman, ide untuk memuaskan serta dampak proses ini terhadap konsumen dan masyarakat. Ini definisi yang relatif luas, karena tidak hanya memeriksa perilaku akan tetapi juga mengetahui dampaknya terhadap individu dan masyarakat.
….konsep pemasaran
konsep yang lebih fokus kepada kebutuhan konsumen.
Segmentasi pasar Penentuan sasaran Penentuan posisi.
Segmentasi pasar adalah proses membagi pasar ke dalam bagian konsumen dengan karakteritisk yang sama Studi Perilaku Konsumen terfokus pada bagaimana individu membuat keputusan membelanjakan sumberdaya (waktu, uang, dan upaya) untuk jenisjenis konsumsi yang mereka butuhkan
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Lingkup perilaku konsumen berbagai faktor yang mempengaruhi perkembangan perilaku konsumen: Percepatan dan perkembangan produk baru Pergerakan konsumen Perhatian kebijakan publik Perhatian lingkungan Keterbukaan pasar nasional terhadap dunia.
PERILAKU KONSUMEN BERKAITAN DENGAN ;
perilaku individu maupun kelompok (organisasi) pembelian, penggunaan, dan penghentian pemakaian. jasa, ide dan produk intangible lainnya. Dampak terhadap masyarakat.
Model Pengambilan Keputusan Sederhana 1. Input 1) Faktor yang dapat dikendalikan perusahaan (produk, promosi, harga, saluran distribusi) 2) Lingkungan Kultur Sosial 2. Proses faktor-faktor psikologis inherent yang dipengarui faktor eksternal 3. Output - percobaan - pembelian ulang
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…perilaku konsumen sebagai interdisiplin
Komponen pemasaran hubungan
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awarene ss
cognitions
Ethical issues
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Stage of cognitive moral development
context
Moral evaluations
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Deontological teological judgements
Organizational culture opportunity individual moderators
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determination
action
ETIKA PEMASARAN
Intentions
Ethical/ unethical behaviour
consequences
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Behavioral evaluation
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Paradigma penelitian konsumen
Penelitian kuantitatif berisi deskripsi yang digunakan peneliti untuk memahami efek berbagai input promosi terhadap konsumen, yang memampukan pemasar memprediksi perilaku konsumen Penelitian kualitatif - interpretivism - depth interviews Kombinasi temuan penelitian kuantitatif dan kualitatif; - paradigma penelitian bersifat komplemen - menghasilkan
Penelitian konsumen
Menentukan Tujuan
Mengumpulkan data sekunder MERANCANG RISET KUALITATIF
MERANCANG RISET KUANTITATIF
Metode Memeriksa kuesioner Mendiskusikan guide
Metode Memeriksa kuesioner Mendiskusikan guide
Melakukan Riset Menggunakan interviuer terlatih
Menganalisis data
Mengumpul data primer biasanya oleh tenaga lapang
Study Eksploratif
(Subjektif)
Menganalisis data (Objektif)
Menyiapkan laporan
Menyiapkan laporan
SEGMENTASI PASAR
REMEMBER THE PURPOSE: it should answer the questions we looked at above. Look at how published writers review the literature. You'll see that you should use the literature to explain your research - after all, you are not writing a literature review just to tell your reader what other researchers have done. You aim should be to show why your research needs to be carried out, how you came to choose certain methodologies or theories to work with, how your work adds to the research already carried out, etc. READ WITH A PURPOSE: you need to summarize the work you read but you must also decide which ideas or information are important to your research (so you can emphasize them), and which are less important and can be covered briefly or left out of your review. You should also look for the major concepts, conclusions, theories, arguments etc. that underlie the work, and look for similarities and differences with closely related work. This is difficult when you first start reading, but should become easier the more you read in your area. WRITE WITH A PURPOSE: your aim should be to evaluate and show relationships between the work already done (Is Researcher Y's theory more convincing than Researcher X's? Did Researcher X build on the work of Researcher Y?) and between this work and your own. In order to do this effectively you should carefully plan how you are going to organize your work. A lot of people like to organize their work chronologically (using time as their organizing system). Unless developments over time are crucial to explain the context of your research problem, using a chronological system will not be an effective way to organize your work. Some people choose to organize their work alphabetically by author name: this system will not allow you to show the relationships between the work of different researchers, and your work, and should be avoided!
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Doing two things
When you read for your literature review, you are actually doing two things at the same time (which makes things more difficult for you!): you are trying to define your research problem: finding a gap, asking a question, continuing previous research, counterclaiming, you are trying to read every source relevant to your research problem. Naturally, until you have defined your problem, you will find that there are hundreds of sources that seem relevant. However, you cannot define your problem until you read around your research area. This seems a vicious circle, but what should happen is that as you read you define your problem, and as you define your problem you will more easily be able to decide what to read and what to ignore.
TRAPS Some traps to avoid:
Trying to read everything! As you might already have discovered, if you try to be comprehensive you will never be able to finish the reading! The idea of the literature review is not to provide a summary of all the published work that relates to your research, but a survey of the most relevant and significant work. Reading but not writing! It's easier to read than to write: given the choice, most of us would rather sit down with a cup of coffee and read yet another article instead of putting ourselves in front of the computer to write about what we have already read! Writing takes much more effort, doesn't it? However, writing can help you to understand and find relationships between the work you've read, so don't put writing off until you've "finished" reading - after all, you will probably still be doing some reading all the way through to the end of your research project. Also, don't think of what you first write as being the final or near-final version. Writing is a way of thinking, so allow yourself to write as many drafts as you need, changing your ideas and information as you learn more about the context of your research problem.
LITERATURE REVIEW: AN EXAMPLE Here is an example of using the literature to explain and define a problem. This example is taken from an introduction because most thesis literature reviews tend to be too long for us to easily look at. Although your literature review will probably be much longer than the one below, it is useful to look at the principles the writers have used. On the optimal container size in automated warehouses Y. Roll, M.J. Rosenblatt and D. Kadosh, Proceedings of the Ninth ICPR Automated storage and retrieval systems (AS/RS) are being introduced into the industry and warehousing at an increasing rate. Forecasts indicate that this trend will continue for the foreseeable future (see [1]). Research in the area of AS/RS has followed several avenues. Early work by Hausman, Schwarz and Graves [6, 7] was concerned with storage assignment and interleaving policies, based on turnover rates of the various items. Elsayed [3] and Elsayed and Stern [4] compared algorithms for handling orders in AR/RS. Additional work by Karasawa et al. [9], Azadivar [2] and Parry et al. [11] deals with the design of an AS/RS and the determination of its throughput by simulation and optimization techniques. Several researchers addressed the problem of the optimal handling unit (pallet or container) size, to be used in material handling and warehousing systems. Steudell [13], Tanchoco and Agee[14], Tanchoco et al. [15] and Grasso and Tanchoco [5] studied various aspects of this subject. The last two references incorporate the size of the pallet, or unit load, in evaluation of the optimal lot sizes for multiinventory systems with limited storage space. In a report on a specific case, Normandin [10] has demonstrated that using the 'best-size' container can result in considerable savings. A simulation model combining container size and warehouse capacity considerations, in an AS/RS environment, was developed by Kadosh [8]. The general results, reflecting the stochastic nature of the flow of goods, are similar to those reported by Rosenblatt and Roll [12]. Nevertheless, container size was found to affect strongly overall warehousing costs. In this paper, we present an analytical framework for approximating the optimal size of a warehouse container. The approximation is based on series of generalizations and specific assumptions. However, these are valid for a wide range of real life situations. The underlying assumptions of the model are presented in the following section.
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SEGMENTASI PASAR
Aplikasi ilmu perilaku konsumen:
Strategi pemasaran Kebijakan publik Pemasaran sosial Mengetahui perilaku konsumen yang sesungguhnya
Segmentasi pasar didefinisikan sebagai proses membagi satu pasar ke dalam bagian (sub set) pelanggan dengan kebutuhan atau karakteristik yang umum dan memilih satu atau lebih menjadi sasaran dengan bauran pemasaran yang berbeda
DASAR SEGMENTASI
Segmentasi geografis Segmentasi demografis Segmentasi psikologis Segmentasi psikografik (gaya hidup) Segmentasi sosio kultur Segmentasi pemakaian (use-related segmentation) Segmentasi situasi Segmentasi manfaat Segmentasi hibrid
model ASP dalam memaksimalkan program segmentasi
Analisis Strategi program
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M.o.t.i.v.a.s.i. K.o.n.s.u.m.e.n. Learning (Pembelajaran)
Kebutuhan, Keinginan, tak terpenuhi
Tensi
Dorongan
Perilaku
Tujuan atau kebutuhan memenuhi
Proses Kognitif
Pengurangan Tensi
Kepribadian dan Perilaku Konsumen Konsep personaliti Teori personaliti
Id, superego, ego Freudian theory dan product personality Neo freudian Trait theory
Teori personaliti mempengaruhi pasar - personaliti menunjukkan perbedaan individual - personaliti konsisten dan bertahan (enduring) - personaliti dapat berubah
Mengukur inovasi konsumen (consumer innovativeness) Dogmatism Social character Optimum stimulation level Variety-novelty seeking Faktor personaliti kognitif
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PERSEPSI KONSUMEN
ORGANISASI
PEMILIHAN
INTERPERTASI
PEMBELAJARAN KONSUMEN pembelajaran dapat dilihat sebagai proses dimana individu melakukan pembelian dan mencari informasi, pengetahuan, pengalaman yang diaplikasikan kepada perilaku di masa yang akan datang
PEMBELAJARAN KONSUMEN
MOTIVASI (tujuan ataupun alasan apa yang tersirat bagi seorang konsumen)
CUES (cues berkaitan dengan arah daripada motif) RESPON (Bagaimana seorang konsumen bereaksi – berperilaku)
REINFORCEMENT (penguatan)
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Model Paviovian Klasik
Stimulus yang tidak dikondisikan Respon yang tak dikondisikan Stimulus yang dikondisikan
Setelah diulang Stimulus dikondisikan
Respon dikondisikan
ANALOGI PENGKONDISIAN KLASIK Unconditional stimulus Dinner aromas Respon yang tak dikondisikan
Conditional stimulus 6 o’clock news
AFTER REPEATED PAIRINGS Stimulus yang dikondisikan
Respon yang dikondisikan
Aplikasi Strategis Classical Conditioning
REPETISI (PENGULANGAN) JENERALISASI STIMULI LINI PRODUK, BENTUK, DAN KATEGORI EKSTENSION MEREK KELUARGA (FAMILY BRANDING) LISENSI STIMULIS DISKRIMINASI PEMPOSISIAN DIFFERENSIASI PRODUK
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Pengkondisian Klasik dan Perilaku Konsumen
INSTRUMEN PENGKONDISIAN PERKUATAN PERILAKU (REINFORCEMENT BEHAVIOR) EXTINCTION AND FORGETTING (gambar)
Stimulus Situasi (Mencari Jins).
Coba Merek A
Tidak Berguna
Coba Merek B
Tidak berguna:
Coba Merek C
Tidak Berguna: Disimpan
Coba Merek D
Berguna: Sesuai
Dihilangkan
Diingat
Perilaku Berulang
APLIKASI STRATEGIS PENGKONDISIAN INSTRUMENTAL
Kepuasan Pelanggan (Perkuatan) Pemasaran Hubungan
TEORI PEMBELAJARAN KOGNITIF Proses Informasi Bagaimana konsumen menyimpan dan memperoleh informasi?
Sensory Store. A Short-Term Store. • Long-term Store. Rehearsal dan pencatatan. Retention (penahanan). Memperoleh (Retrieval). Gangguan (interference). •
•
• • • •
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Keterbatasan dan Perluasan Mengolah Informasi Teori keterlibatan (Involvement Theory) Teori keterlibatan dan Strategi Media Teori Keterlibatan Dan Relevansi Konsumen Mengukur keterlibatan Central and peripheral routes to persuasion
Model Pembelajaran kognitif
Model Promosi Perhatian Ketertarikan Keinginan mendesak Tindakan
Model Model tiga Pengambilan Komponen Keputusan Kognitif Afektif Konatif
Pengetahuan kesadaran Evaluasi Pembelian Evaluasi setelah pembelian
Model Adopsi inovasi Kesadaran Evaluasi ketertarikan Adopsi mencoba
Model Proses Inovasi Pengetahuan Persuasi Keputusan konfirmasi
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