Perilaku Konsumen (Sesi 1)

Kelas perilaku pelanggan (Customer and Consumer Behavior Class)

Graduate/Master Program of Management Science, Bogor Agricultural University (IPB)

Lecturer: Prof. Dr. Ir. Ujang Sumarwan, M.Sc.

Tugas Sesi 1: Definisi Perilaku Konsumen (kutip dari 5 buku internasional), Model perilaku konsumen (model pengambilan keputusan konsumen), Academic atmosphere pada sesi pertama perkuliahan.

Created and posted by: Budi Setiawan

  • Judul Buku: Consumer Behavior & Marketing Strategy, Ninth Edition
  • Penulis: J. Paul Peter & Jerry C. Olson
  • Penerbit: McGraw-Hill Irwin
  • Tahun Terbit: 2010
What Is Consumer Behavior?
Definisi Perilaku Konsumen menurut American Marketing Association, dalam Peter & Olson (2010) adalah sebagai berikut:“Consumer behavior as “the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.”

In other words, consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions. These include comments from other consumers, advertisements, price information, packaging, product appearance, blogs, and many others. It is important to recognize from this definition that consumer behavior is dynamic, involves interactions, and involves exchanges.

Model Perilku Konsumen/Pengambilan Keputusan (Peter & Olson:2010)

 

  • Judul Buku: Basic Marketing: Consumer Behavior
  • Penulis: Hayden Noel
  • Penerbit: AVA Publishing SA
  • Tahun Terbit: 2009

Definisi Perilaku Konsumen menurut Noel (2009) adalah sebagai berikut:

“The study of consumer behavior examines the products and services consumers buy and use and how these purchases influence their daily lives. This field covers a lot of ground. It has been defined as: ‘the study of the processes involved when consumers acquire, consume and dispose of goods, services, activities, ideas in order to satisfy their needs and desires’. This definition has some very important elements, which we will examine more closely.”

Model Perilaku Konsumen/Pengambilan Keputusan (Noel:2009): 

  • Judul Buku: Consumer Behavior, Fifth Edition
  • Penulis: Wayne D. Hoyer, Deborah J. Macinnis
  • Penerbit: South – Western Cengage Learning
  • Tahun Terbit: 2010
Pengertian perilaku konsumen menurut Hoyer dan Macinnis (2010) adalah sebagai berikut:

“Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units (over time)”

Model Pengambilan Keputusan (Hoyer dan Macinnis, 2010)

  • Judul Buku: Consumer Behavior
  • Penulis: Frank R. Kardes, Maria L. Cronley
  • Penerbit: South – Western Cengage Learning
  • Tahun Terbit: 2011

Pengertian Consumer Behavior menurut Kardes, Maria L. Cronley (2011) adalah sebagai berikut:

Consumer behavior entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotion, mental and behavioral response that precede, determine, or follow these activities.

Kardes, Maria L. Cronley (2011) juga menggambarkan model perilaku konsumen, yakni sebagai berikut:

  • Judul Buku: Consumer Behavior For Dummies
  • Penulis: Laura A. Lake
  • Penerbit: Wiley Publishing, Inc.
  • Tahun Terbit: 2009
Definisi Consumer Behavior dan mengapa peranannya begitu penting, dijelaskan oleh Lake (2009) yakni sebagai berikut:

Consumer behavioral represents the study of individuals and the activities that take place to satisfy their realized needs. That satisfaction comes from the processes used in selecting, securing, and using products or services when the benefits received from those processes meet or exceed consumers’ expectation. In other words, when an individual realizes that he has a need, the psychological process starts the consumer decision process. 

Model perilaku konsumen terkait dengan pengambilan keputusan pembelian, dijelaskan oleh Lake (2009) sebagai berikut:

Demikian, definisi dan model perilaku konsumen berdasarkan pemikiran para penulis buku berskala internasional di bidang Perilaku Konsumen, saya kutip dan posting di blog Manajemen2000 “Belajar dan Berbagi ilmu Manajemen“.

Kesan saya saat mengikuti perkuliahan Perilaku Konsumen pada sesi pertama, di Program Studi Ilmu Manajemen Sps IPB Bogor, dengan Dosen Bapak Prof, Dr, Ir, Ujang Sumarwan, M.Sc., adalah sebagai berikut:

  1. Gaya mengajar yang ringan, mudah dicerna, menyenangkan dan “hangat”. Bapak Prof. Dr. Ir. Ujang Sumarwan, M.Sc. menyampaikan materi dengan ramah, kadang diselingi dengan canda, sehingga mahasiswa tidak merasa bosan/jenuh.
  2. Academic atmosphere yang kondusif, terjalin komunikasi dua arah yang sinergis antara Dosen dengan mahasiswa. Bapak Prof. Dr. Ir. Ujang Sumarwan, M.Sc., mampu “memancing” mahasiswa mampu menyampaikan pendapatnya tentang materi perilaku konsumen yang sedang dibahas, tanpa takut disalahkan pendapatnya.
  3. Penggunaan media blog (internet) dalam penyelesaian tugas maupun pembelajaran, berdampak positif. Mahasiswa yang awalnya belum familiar dengan blog, dapat terbuka wawasan dan pengetahuannya tentang blog (internet).
About these ads

Tags:

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


Follow

Get every new post delivered to your Inbox.