TEORI PERILAKU KONSUMEN : PENDEKATAN KARDINAL - Hukum Gossen I dan Hukum Gossen II

Summary

This video explores consumer behavior theory, focusing on how consumers make choices to maximize satisfaction (utility) within the constraints of limited resources. It distinguishes between cardinal and ordinal approaches to utility measurement, emphasizing concepts such as total utility and marginal utility. Gossen's laws illustrate that satisfaction decreases with increased consumption and that consumers aim to balance their spending across various needs for optimal satisfaction. Viewers are encouraged to reflect on these principles and engage with a quiz related to the ordinal approach, enhancing their understanding of consumer behavior.

Takeaways

• 😀 Consumer behavior theory explains how individuals choose products that maximize their satisfaction or utility based on their limited income and available options.
• 😀 Utility is defined as the level of satisfaction or value gained from consuming goods and services.
• 😀 There are two approaches to understanding consumer behavior: the cardinal approach, which quantifies satisfaction, and the ordinal approach, which ranks preferences.
• 😀 Total utility refers to the overall satisfaction gained from consuming a product, while marginal utility is the additional satisfaction from consuming one more unit.
• 😀 Gossen's First Law states that as consumption of a good continues, satisfaction initially rises but eventually decreases until a saturation point is reached.
• 😀 Gossen's Second Law highlights that consumers distribute their limited resources among various needs to achieve balanced satisfaction.
• 😀 Diminishing marginal utility can be illustrated by the experience of drinking water, where initial glasses provide high satisfaction, but subsequent glasses yield less pleasure.
• 😀 Consumers make choices based on their needs, often having to decide how to allocate limited budgets across multiple wants.
• 😀 Practical examples, such as budgeting 20,000 IDR for various expenses, demonstrate how consumers strive to maximize their overall utility.
• 😀 The video concludes with a prompt for viewers to reflect on the ordinal approach to consumer behavior, indicating a follow-up discussion in future content.

Q & A

What is consumer behavior theory?

Consumer behavior theory explains how individuals make decisions to allocate their limited resources among various goods and services to maximize their satisfaction or utility.

What are the two main approaches to understanding consumer utility?

The two main approaches are the cardinal approach, which quantifies satisfaction in measurable terms (like money), and the ordinal approach, which ranks preferences without quantifying them.

What does total utility refer to?

Total utility refers to the overall satisfaction or benefit a consumer derives from consuming a certain quantity of a good or service.

How is marginal utility defined?

Marginal utility is the additional satisfaction or benefit gained from consuming one more unit of a good or service.

What is Gossen's First Law of Consumption?

Gossen's First Law states that as a consumer continues to consume a good, the satisfaction derived from each additional unit will eventually decrease, leading to a saturation point.

Can you give an example of Gossen's First Law in action?

For example, when drinking water, the first few sips provide high satisfaction, but after several sips, the satisfaction decreases until the consumer feels full or saturated.

What does Gossen's Second Law state?

Gossen's Second Law posits that consumers will distribute their spending among different goods in such a way that the marginal utility of each good is equal, achieving a balanced level of satisfaction.

How do consumers typically allocate their limited budget according to the video?

Consumers typically allocate their limited budget among various needs and wants—like food, books, and leisure activities—to maximize overall satisfaction rather than spending all on a single category.

Why is the concept of choice fundamental in consumer behavior?

The concept of choice is fundamental because consumers must constantly decide how to satisfy their unlimited needs with finite resources, making trade-offs essential in their purchasing decisions.

What role does satisfaction play in consumer choices?

Satisfaction, or utility, plays a crucial role as consumers strive to maximize their happiness and fulfill their preferences through their consumption choices.