memberikan pengetahuan bagaimana suatu keputusan pembelian dilakukan oleh konsumen

1. PENGAMBILAN
KEPUTUSAN KONSUMEN

2. CONSUMER DECISION
MAKING PROCESS
Customer decisions are those decision customers make
in the marketplace as users, payers and buyers.
Decision are often guided by mental budgeting.

3. • Proses yang dilalui konsumen dalam mengenali masalah,
mencari informasi, mengevaluasi alternatif, dan memilih
diantara pilihan- pilihan, serta mengevaluasi hasil
pembelian.
• Konsumen membuat keputusan untuk mencapai tujuan

4. CONSUMER INFORMATION PROCESSING
MODEL
Model
process
Problem
recognition
Information
search
Evaluation &
selection
Decision
implementation
Post purchase
evaluation

5. 1. PROBLEM RECOGNITION
• Internal stimuli may include perceived states of physical or
psychological discomfort such as hunger or boredom.
• External stimuli may include marketplace information. Ex. The
smell of freshly backed bread.
• Primary versus secondary demand –primary demand is for a
product category while secondary demand is for for a specific
brand with in the category.

6. Awareness
set
Brand
recalled
Brand not
recalled
2. INFORMATION SEARCH

7. • Awareness set:- all brand that the customer is aware of.
• Evoked set:- all those brands that the customer remembers at
decision-making time.
• Consideration set:- those brands in the evoked set that the
customer will considered buying.

8. 3. EVALUATION AND SELECTION
• Compensatory model:- all attributes are evaluated with mental trade off perceived
weaknesses and.
• Non-compensatory model:-
(a) conjunctive
(b) disjunctive
(c) lexicographic
(d) elimination

9. 4. PURCHASE DECISION IMPLEMENTATION
Purchase step
Choice
identification
Purchase intent
Purchase
implementation

10. TAHAPAN PKK :
• Munculnya kebutuhan akan suatu produk dapat disebabkan;
- demografis
- psikografis
- faktor lingkungan eksternal lainnya

11. • Adanya kebutuhan yang belum terpenuhi, akan menciptakan
seseorang mencari informasi, sehingga menciptakan persepsi
baru terhadap produk

12. • Konsumen akan melakukan evaluasi terhadap berbagai macam merek produk
selama proses pencarian informasi

13. • Perilaku pasca pembelian, akibat proses evaluasi mengetahui dan mempelajari
lebih mendalam, yakni :
- kepuasan
- ketidakpuasan
- pertentangan (dissonance)

14. 5. POST PURCHASE EVALUATION
• The degree of commitment irrevocability of decision.
• The importance of the decision to the consumer.
• The difficulty of choosing among the alternative.
• The individual’s tendency to experience anxiety.

15. STAPES IN THE PURCHASE
POST PHASE
• Future response
• Satisfaction/dissatisfaction
• Experience evaluation
• Decision confirmation

16. GENERAL MODEL OF
HIERARCHY OF EFFECTS
Hierarchy
model
Purchase
Conviction
preference
liking
knowledge
awareness
Unawareness