Faktor Penentu Keputusan Pembelian - Market Think 78

Summary

In this marketing discussion, the speaker explores the vast field of marketing, focusing on key elements like persuasion skills, consumer expectations, and the role of dopamine in driving purchase decisions. The speaker emphasizes the importance of emotional benefits, storytelling, and the strategic use of triggers such as sensory experiences, social influence, and urgency to influence consumer behavior. By crafting powerful expectations and connecting emotionally with consumers, marketers can create memorable experiences that drive sales and foster lasting brand loyalty.

Takeaways

• 😀 Marketing is a broad field that spans brand management, digital marketing, social media, content creation, analytics, and more.
• 😀 If you could only master one skill in marketing, persuasion skills—convincing others to buy—are essential.
• 😀 The process of getting someone to buy is complex and influenced by multiple factors, not just a great product or ad.
• 😀 Dopamine, the 'happiness hormone,' plays a key role in driving consumer expectations and desires for products.
• 😀 Dopamine makes us want more; it fuels the desire to acquire items that give us an imagined sense of happiness, like owning a motorbike.
• 😀 Once a desire is fulfilled (e.g., buying a motorbike), the satisfaction fades quickly, prompting a desire for something more or different.
• 😀 Marketing needs to create and trigger consumer expectations, which can be done by framing products in ways that appeal to consumers' desires.
• 😀 The core offering of a product must be clear and relevant to the target market, addressing their functional needs first.
• 😀 Emotional benefits, such as the feeling of success or respect from owning a product, can sometimes be more compelling than the actual product's features.
• 😀 Effective storytelling and crafting compelling brand narratives help trigger consumer expectations and emotional engagement with products.
• 😀 Social proof, such as seeing others using a product or hearing about its popularity, can influence a consumer’s purchasing decision.
• 😀 Marketers must create triggers—sensory, emotional, and social cues—that help shape consumer expectations and prompt buying behavior.

Q & A

What is the main skill in marketing discussed in the video?

The video emphasizes the importance of persuasion skills, which help marketers influence people to make purchasing decisions.

Why is it difficult to determine a fixed formula for successful marketing?

Marketing is complex and dynamic, as each product and situation requires a unique approach. There is no fixed formula like '50% product, 30% advertising', because factors such as product type, market conditions, and timing all play a role.

What role does dopamine play in consumer behavior?

Dopamine is a hormone associated with desire. It creates expectations in consumers, such as imagining the benefits of owning a product. This desire is often fleeting and leads to further cravings or desires for new items.

What example is used to explain how dopamine affects consumer expectations?

The example of wanting to own a motorcycle is used. Initially, the expectation of how owning a motorcycle will improve one's life is strong, but after purchasing, the happiness fades, leading to a desire for a bigger or more expensive model.

What is the concept of 'Extended Offer' in marketing?

An Extended Offer refers to the emotional benefits associated with a product, such as the status or self-esteem boost a consumer may feel from owning something like a luxury car, even if it’s not a practical need.

What is the difference between intrinsic and extrinsic motivation in consumer purchasing decisions?

Intrinsic motivation comes from within, like purchasing a product because you genuinely like it. Extrinsic motivation is driven by external factors, such as wanting to impress others or gain approval.

How does emotional benefit differ from functional benefit?

Emotional benefits focus on how a product makes the consumer feel, like confidence or prestige, whereas functional benefits focus on the practical use or features of the product, such as efficiency or reliability.

Why is storytelling important in marketing?

Storytelling helps create strong triggers that engage consumers emotionally. A compelling narrative can make the product feel more relevant and desirable, enhancing the consumer's connection to the brand.

What are 'sensory triggers' and how do they influence consumer behavior?

Sensory triggers involve appealing to the senses (e.g., the smell of fresh bread or the sound of a motorcycle's engine) to evoke memories or feelings that can influence purchasing decisions.

How does social proof influence purchasing decisions?

Social proof refers to the influence of others' actions on a consumer’s decision. For example, seeing long lines at a store or seeing many people using a particular product can trigger the desire to purchase, as consumers tend to follow the crowd.