PASAR KONSUMEN DAN PERILAKU PEMBELIAN

AMIRULLAH, AMIRULLAH (2021) PASAR KONSUMEN DAN PERILAKU PEMBELIAN. In: Prinsip - Prinsip Manajemen Pemasaran. Indomedia Pustaka, Sidoarjo, pp. 89-112. ISBN 978-623-6133-27-9

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Abstract

Understanding consumer behavior is a key factor in designing effective and sustainable marketing strategies. Consumer behavior reflects individuals' actual actions in searching for, purchasing, using, and evaluating products or services offered in the market. This behavior is influenced by two major forces: internal factors (such as motivation, perception, attitude, and experience) and external factors (such as culture, social environment, and marketing mix). Therefore, marketers must comprehend these dynamics to create meaningful exchanges and foster customer loyalty. To explain the complexity of consumer behavior, various models have been developed, including the Nicosia Model, Howard and Sheth Model, Engel-Blackwell-Miniard Model, and the Kotler & Armstrong Model. These models help illustrate the consumer decision-making process, which consists of five stages: problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. This study emphasizes the importance of integrating consumer behavior insights into each marketing element to enhance customer satisfaction and improve competitiveness in the marketplace. Keywords: consumer behavior, purchasing decision, marketing strategy, internal factors, external factors, customer loyalty.

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