8/16/2019 Cutomer Behaviour

1/12

A I S Y A H M O N I C A * A L I N A R E V I A N A N D A * A M I S A P T I Y O N O

C U S T O M E R B E H AV I O U

8/16/2019 Cutomer Behaviour

2/12

DEFINISI PERILAKU KONSUMEN

Cerminan keseluruhan keputusan konsumenterkait dengan akuisisi, konsumsi, dan disposisi

barang, jasa, kegiatan, pengalaman, orang, danide-ide oleh (manusia) unit pengambilan keputusan

(dari waktu ke w

8/16/2019 Cutomer Behaviour

3/12

P E R I L A K U K O N

P EA

K

D I N A MI S

P E N G A M B I LK E P U T U S A N

KP E R A S

A A N

8/16/2019 Cutomer Behaviour

4/12

• The PsychoCore

• The ProcessMaking ec

• Consumer!"eha#iouroutcomes

• The ConsumCulture

PK O

8/16/2019 Cutomer Behaviour

5/12

8/16/2019 Cutomer Behaviour

6/12

• Membangun dmengembangkstrategi beroripelanggan

• Memilih pasa• Positioning• Memutuskan p

dan komunikamarketing

• Menentukan h• Menentukan d

M A R KI M P L I

8/16/2019 Cutomer Behaviour

7/12

8/16/2019 Cutomer Behaviour

8/12

M E T O D E R I S E T P E R I L A K U K O N

• $ur#ey•

%ocus &roups• 'nter#iew• $torytelling• Photography and

Pictures• iaries• periments

• %ield e p• Conjoint

• +bs• Purcha

• atabase ma• eu

8/16/2019 Cutomer Behaviour

9/12

P E N E L I T I K O

'n house marketing researcherternal Marketing .esearcher*d#ertising *gencies$yndicated ata $er#ices.etailers.esearch%oundations&o#ernmentConsumer +rgani/ation*cademic and academic .esearch Center

8/16/2019 Cutomer Behaviour

10/12

ETIKA PENELITIAN KONSUMEN

0

8/16/2019 Cutomer Behaviour

11/12

8/16/2019 Cutomer Behaviour

12/12

* A L I N A * A M I * A I S YA H *