TEORI PERILAKU KONSUMEN (PENJELASAN LENGKAP)

Summary

This educational video explores consumer behavior theory, defining key concepts and examining rational versus irrational consumer actions. It discusses the stages of consumer behavior before, during, and after purchases, highlighting the contributions of notable economists like Phillip Kotler and Hermann Heinrich Gossen. The video further delves into factors influencing consumer behavior, such as social, cultural, personal, and psychological aspects. Additionally, it explains utility theory, distinguishing between cardinal and ordinal utility, and illustrates concepts through relatable examples, ultimately emphasizing the complexity of consumer decision-making.

Takeaways

• 😀 Understanding consumer behavior theory is essential for grasping how consumers make purchasing decisions.
• 🛒 Consumer behavior can be analyzed from three perspectives: before, during, and after the purchase.
• 📊 Notable figures like Philip Kotler and Hermann Heinrich Gossen have contributed significantly to consumer behavior theories.
• 🤔 Rational consumers make careful decisions based on needs, price comparisons, and quality assessments.
• 💸 Irrational consumers often make impulsive purchases influenced by social factors, desires, and promotions.
• 🌍 Four key factors influence consumer behavior: social, cultural, personal, and psychographic.
• 😊 Utility refers to the satisfaction derived from consuming goods or services, which varies from person to person.
• 📈 Total utility is the overall satisfaction gained from consuming multiple units of a product.
• 🧮 Marginal utility measures the additional satisfaction from consuming one more unit of a good or service.
• 🔄 Gossen's laws explain how consumer satisfaction diminishes with continued consumption of the same good over time.

Q & A

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