Mgt Pemasaran - Faktor & Langkah Keputusan Membeli

Summary

In this session, the speaker discusses the consumer decision-making process, focusing on the factors influencing purchasing decisions. Key concepts such as needs, wants, and demand are highlighted, with an emphasis on how personal satisfaction, cultural, social, and psychological factors play a role in buying behavior. The speaker explains the stages of decision-making, from identifying needs to post-purchase behavior, while touching on marketing strategies that impact consumer choices. The importance of understanding consumer psychology and cultural norms in marketing is also explored, offering valuable insights for businesses aiming to create effective marketing plans.

Takeaways

• 😀 Consumers make decisions based on their needs, wants, and the perceived value of products, influenced by digital marketing and unpredictable outcomes.
• 😀 The primary goal of purchasing is to satisfy needs, which could be basic needs like thirst or higher needs like self-image or social recognition.
• 😀 Satisfaction after purchase is crucial, with consumers weighing the trade-off between the cost and the reward or value they gain from the product.
• 😀 The basic process of consumer decision-making involves recognizing needs, identifying alternatives, evaluating options, making a decision, and post-purchase behavior like repeat orders or reviews.
• 😀 A significant factor in purchasing decisions is the identification of alternatives, where consumers compare options like different types of drinks based on their preferences.
• 😀 Consumers also consider personal preferences, risks, time, and costs when evaluating alternatives, leading to a decision on whether the product fulfills their need or not.
• 😀 Post-purchase behavior such as giving reviews can influence other potential buyers and serve as unpaid marketing for the brand.
• 😀 The consumer's buying behavior is also influenced by cultural factors, where societal norms and values impact the acceptability of products or marketing strategies.
• 😀 Social factors, like peer groups or family influences, play a significant role in purchasing decisions, with conformity often pushing individuals to buy certain products to fit in.
• 😀 Economic status, lifestyle, and age significantly affect consumer decisions, as people prioritize spending based on their financial situation and personal preferences.
• 😀 Psychological factors such as perception, motivation, and learning processes are critical in shaping consumer behavior, which can be leveraged to create effective marketing strategies.

Q & A

What is the main focus of the session discussed in the transcript?

The session focuses on understanding consumer behavior, specifically how consumers make decisions to purchase or not purchase products, and the various factors that influence those decisions.

What is the concept of 'need' versus 'want' in consumer behavior?

The 'need' refers to essential requirements for survival, like food and water, while 'want' is associated with desires beyond basic necessities, such as a preference for luxury items or branding, which may influence a consumer's purchasing decision.

How does digital marketing play a role in consumer purchasing decisions?

In the digital age, marketing can be unpredictable. Sometimes, small investments in marketing campaigns can lead to large sales, while large investments may not always yield the desired results. This uncertainty highlights the complex nature of marketing today.

What is the goal of purchasing a product according to the session?

The goal of purchasing is to achieve satisfaction, either by fulfilling a basic need or by enhancing one's self-image or social recognition.

How does the concept of 'word' relate to consumer purchasing decisions?

'Word' refers to the value or return a consumer expects for their money. Consumers assess whether the product or service provides enough value (or 'word') relative to its cost and how it satisfies their needs.

What are the basic steps in the consumer decision-making process?

The basic steps are: 1) Problem recognition (realizing a need or desire), 2) Information search (gathering options), 3) Evaluation of alternatives, 4) Decision-making (choosing a product), and 5) Post-purchase behavior (repeat buying or reviews).

What is the role of satisfaction in post-purchase behavior?

Satisfaction plays a critical role in post-purchase behavior. A satisfied consumer may act as an unpaid marketing representative by giving positive reviews or repeat purchasing, which can influence others' decisions.

How do cultural factors influence consumer behavior?

Cultural factors shape a consumer's values, norms, and behaviors. Different cultural backgrounds will affect how consumers perceive certain products or marketing strategies, influencing their purchasing decisions.

What influence do social factors, such as peer groups, have on consumer behavior?

Social factors, including peer groups or 'geng', can significantly influence purchasing behavior. For instance, if a certain group values a specific brand or product, individuals may feel pressured to follow suit to fit in or gain social approval.

What is the significance of family influence in purchasing decisions?

Family plays a crucial role in decision-making. Family members, particularly parents, may dominate the decision-making process based on their roles, values, and economic power, shaping what products are purchased for household use.