Perilaku Konsumen

Summary

This video lesson explores consumer behavior, emphasizing how individuals make purchasing decisions to maximize satisfaction within their budget. It covers key factors influencing consumer choices such as environment, needs, price, product quality, and promotions. The lesson introduces two main approaches to understanding consumer behavior: the Cardinal approach, which quantifies satisfaction in terms of money or quantity, and the Ordinal approach, which ranks preferences without assigning numerical values. Gossen's Laws are also discussed to explain how utility changes with consumption. The video concludes with a comparison of these two approaches to understanding consumer decision-making.

Takeaways

• 😀 Consumer behavior refers to how individuals choose products to maximize satisfaction within the constraints of their income or resources.
• 😀 Environmental factors, such as peer influence, can significantly impact consumer choices, like choosing a restaurant based on friends' preferences.
• 😀 Consumer needs vary, influencing how money is spent—students may prioritize internet data, while families focus on essentials like rice for meals.
• 😀 Price is a critical factor in decision-making, as demonstrated by the decision to not buy food due to a price increase (e.g., the Rp2,000 rise in the lesson).
• 😀 Product quality affects consumer decisions, as demonstrated by purchasing a high-quality item even when it is a desired product.
• 😀 Promotions and discounts can sway consumer behavior, tempting people to buy items they might not have otherwise considered.
• 😀 The cardinal approach measures consumer satisfaction with exact units (money, quantity), tying it to **Gossen's Laws** of marginal utility.
• 😀 **Gossen's First Law** suggests that the more you consume a product, the less satisfaction you get from each additional unit (diminishing marginal utility).
• 😀 **Gossen's Second Law** states that consumers will spend their money in a way that equalizes the marginal utility per unit of currency across all goods.
• 😀 The ordinal approach does not measure satisfaction in units but ranks consumer preferences, represented by **Indifference Curves**, showing different combinations of goods offering equal satisfaction.

Q & A

What is consumer behavior?

Consumer behavior refers to the way individuals choose and consume goods and services that provide maximum satisfaction, constrained by limited resources such as income or the price of goods.

What are the factors that influence consumer behavior?

The factors influencing consumer behavior include environmental factors, needs, price, product quality, and promotions.

How does the environment influence consumer behavior?

Environmental factors, such as the influence of friends or social circles, can affect consumer choices. For instance, if friends often visit a particular fast-food restaurant, a person may also be influenced to eat there.

How does need affect consumer behavior?

Consumer needs vary depending on individual circumstances. For example, a student may prioritize spending on internet data, while a mother might prioritize spending on food for her family.

How does price impact consumer decisions?

Price is a significant factor in consumer behavior. If the price of a product increases, consumers may decide to stop purchasing it or switch to an alternative, as seen with the example of a price increase for a popular food item.

Why does product quality matter in consumer behavior?

Product quality affects consumer choices because people tend to prefer products that meet or exceed their expectations. If a product has low quality, consumers may opt not to purchase it.

How do promotions or discounts influence consumer behavior?

Promotions and discounts often attract consumers, encouraging them to purchase products they might not otherwise buy. The appeal of a sale or special offer can significantly alter a consumer's purchasing decision.

What is the difference between cardinal and ordinal approaches in consumer behavior?

The cardinal approach measures consumer satisfaction with specific units or values, such as money or quantity, while the ordinal approach ranks consumer preferences without assigning numerical values.

What does Gossen's Law of Diminishing Marginal Utility state?

Gossen's Law of Diminishing Marginal Utility suggests that as a consumer continues to consume a particular good or service, the additional satisfaction (marginal utility) from each subsequent unit decreases. Eventually, this satisfaction may become zero or negative.

What is the significance of the Gossen 2 Law in consumer behavior?

Gossen's Law 2 states that consumers will allocate their budget in a way that maximizes overall satisfaction. This involves prioritizing essential needs (like food and shelter) before secondary or tertiary needs, depending on the available resources.