TEORI PERILAKU KONSUMEN : PENDEKATAN ORDINAL - KURVA INDIFERENSI

Summary

In this video, the speaker introduces the ordinal approach to consumer behavior, focusing on how satisfaction is measured through preferences rather than numerical values. The concept of indifference curves is explored, showing how consumers choose between different combinations of goods that provide equal satisfaction. The speaker explains key features of indifference curves, including their downward slope, convex shape, and non-intersection, emphasizing that higher curves represent greater satisfaction. Viewers are encouraged to engage by comparing this approach with the cardinal approach discussed in previous videos, enhancing their understanding of consumer decision-making.

Takeaways

• 😀 Consumer behavior theory has two approaches to measuring consumer satisfaction: the cardinal approach and the ordinal approach.
• 😀 The cardinal approach involves quantifying satisfaction, using concepts like Gossen's First and Second Laws.
• 😀 The ordinal approach, discussed in this video, focuses on comparing and ranking consumer preferences instead of quantifying satisfaction.
• 😀 In the ordinal approach, satisfaction cannot be measured directly, only compared based on preference rankings.
• 😀 The key tool in ordinal analysis is the indifference curve, which shows combinations of two goods providing the same level of satisfaction.
• 😀 An indifference curve illustrates various combinations of goods a consumer may buy, where each combination gives the same satisfaction level.
• 😀 In the example of Mr. Arif, different combinations of glasses and pots demonstrate how he can trade one good for another while maintaining the same satisfaction.
• 😀 The indifference curve slopes downward, indicating that to increase consumption of one good, a consumer must reduce the consumption of the other.
• 😀 The curve is convex to the origin, meaning that as a consumer acquires more of one good, they are less willing to give up the other.
• 😀 Indifference curves do not intersect. Each curve represents a different level of consumer satisfaction, with higher curves indicating higher satisfaction.
• 😀 Higher indifference curves represent a higher level of consumer satisfaction, indicating that more goods consumed lead to greater utility.

Q & A

What is the main difference between the cardinal and ordinal approaches to consumer behavior theory?

The cardinal approach measures utility or satisfaction in numerical terms, whereas the ordinal approach compares preferences without assigning specific numerical values to satisfaction. The ordinal approach ranks preferences but does not quantify them.

What does the ordinal approach emphasize in consumer behavior theory?

The ordinal approach emphasizes consumer preferences, focusing on ranking or ordering different combinations of goods based on the satisfaction they provide rather than measuring utility numerically.

How is consumer satisfaction analyzed using the ordinal approach?

Consumer satisfaction in the ordinal approach is analyzed using **indifference curves**, which show various combinations of two goods that provide the same level of satisfaction.

What is an indifference curve?

An indifference curve is a graphical representation of different combinations of two goods that give the consumer the same level of satisfaction, meaning the consumer is indifferent between these combinations.

What key feature does the indifference curve have regarding its slope?

Indifference curves have a **downward slope**, meaning that if the consumer wants more of one good, they must sacrifice some quantity of the other good to maintain the same level of satisfaction.

Why are indifference curves convex towards the origin?

Indifference curves are convex towards the origin because as the consumer increases the consumption of one good, they are willing to give up fewer units of the other good to maintain the same level of satisfaction.

Can indifference curves intersect? Why or why not?

No, indifference curves cannot intersect. If they did, it would imply that a single combination of goods provides two different levels of satisfaction, which contradicts the principle that each curve represents a specific level of satisfaction.

What does it mean when an indifference curve is farther from the origin?

An indifference curve farther from the origin represents a higher level of satisfaction. As the consumer consumes more goods, they experience greater satisfaction, which is reflected by curves further away from the origin.

What happens if a consumer increases the consumption of one good in terms of an indifference curve?

If a consumer increases the consumption of one good, according to the indifference curve, they must reduce the consumption of another good to keep their satisfaction constant.

What example is given to explain the concept of indifference curves in the video?

The video uses an example of Mr. Arif, who has a certain amount of money. The combinations of goods he can buy include different quantities of glasses and pans, showing how an increase in one good requires a reduction in the other, maintaining the same level of satisfaction.