tag:blogger.com,1999:blog-5206695433712671572024-03-08T12:04:07.974-08:00PERILAKU KONSUMENIin suprihatinihttp://www.blogger.com/profile/05406800004787812239noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-520669543371267157.post-76030019582117594342012-11-15T21:12:00.000-08:002012-11-15T21:12:27.382-08:00PERILAKU KONSUMEN<span style="font-size: medium;"><b>Nama Iin Suprihatini</b></span><br />
<span style="font-size: medium;"><b>NPM 13210395</b></span><br />
<span style="font-size: medium;"><b>Kelas 3ea14</b></span><br />
<span style="font-size: medium;"><b> </b></span><br />
<span style="font-size: medium;"><b>Comsumer Inovation</b></span><br />
<br />
<b>Defining Customer Innovation</b><br />
I often get asked what I mean when I use the phrase "Customer
Innovation". Here's my explanation:
Customer innovation incorporates a number of emerging concepts and
practices that help organisations address the challenge of growth in the
age of the empowered and active customer (both business and consumer).
It demands new approaches to innovation and strategy-making that
emphasise rapid capability development, fast learning, ongoing
experimentation and greater levels of collaboration in value-creation.
Customer innovation impacts upon all the following activities, functions
and disciplines:<br />
Marketing strategy and management<br />
Brand strategy and management<br />
Communications strategy<br />
Customer experience design and delivery<br />
Customer relationship management<br />
Customer service design and quality management<br />
Market-sensing and customer learning<br />
Market and customer segmentation<br />
Creativity and knowledge management including market research<br />
Partner and customer collaboration<br />
Organisational alignment and purpose (values, behaviour and beliefs)<br />
Innovation strategy and management<br />
Innovation valuation, measurement and prioritisation<br />
Strategy-making<br />
For me customer innovation is not only an important perspective on
value-creation but a whole new strategy discipline that organisations
must embrace if they are to pursue growth successfully in the future.
Put another way, customer innovation impacts the fundamental means by
which value is created and growth sustained.
One of the difficulties I encounter when explaining the concept is that
the "Innovation" word is traditionally associated with products and
technology. There is a section in The Only Sustainable Edge by Hagel and
Seely Brown that eloquently defines Innovation from a much broader
organisational and strategic perspective:<br />
We underscore the importance of innovation but we use the term more
broadly than do most executives. Executives usually think in terms of
product innovation as in generating the next wave of products that will
strengthen market position. But product-related change is only one part
of the innovation challenge. Innovation must involve capabilities; while
it can occur at the product and service level, it can also involve
process innovation and even business model innovation, such as uniquely
recombining resources, practices and processes to generate new revenue
streams. For example, Wal-Mart reinvented the retail business model by
deploying a big-box retail format using a sophisticated logistics
network so that it could deliver goods to rural areas at lower prices.
Innovation can also vary in scope, ranging from reactive improvements to
more fundamental breakthroughs... One of the biggest challenges
executives face is to know when and how to leap in capability innovation
and when to move rapidly along a more incremental path. Innovation, as
we broadly construe it, will reshape the very nature of the firm and
relationships across firms, leading to a very different business
landscape.
Although Hagel and Seely Brown's book provides a great analysis of
capability-building and new innovation mechanisms at the edge of
organisations (through new dynamic forms of firm-firm collaboration) and
specialisation, their discussion largely omits the customer-firm
colloboration, open innovation perspective. But, from Hagel's most
recent post and article in the Mckinsey Quarterly, this seems like it
could be the subject of their next book! Here is a quote from the
article:<br />
Cocreation is a powerful engine for innovation: instead of limiting it
to what companies can devise within their own borders, pull systems
throw the process open to many diverse participants, whose input can
take product and service offerings in unexpected directions that serve a
much broader range of needs. Instant-messaging networks, for instance,
were initially marketed to teens as a way to communicate more rapidly,
but financial traders, among many other people, now use them to gain an
edge in rapidly moving financial markets.<br />
<br />
<b>Example for consumer innovativenss</b><br />
For example, based on this research, Tellis, who has experience
launching new products via his past service as a sales development
manager at Johnson & Johnson, recommended that businesses employ a
“waterfall strategy” (i.e., a country-to-country tiered release) versus a
“sprinkler strategy” (all at one time) for new products, making sure to
vary their approach depending on the country and product category.<br />
<br />
Governments can apply this research when introducing new products, such
as fuel-efficient cars, and services to their citizens. “This study
tells them whom to target first in which regions,” Tellis said.<br />
<br />
Management consultant firm A. T. Kearney funded the study’s data
collection, while Don Murray, executive chairman of Resources Global
Professionals, provided the annual grant to the USC Marshall Center for
Global Innovation, which paid for the data analysis.<br />
<br />
<span style="font-size: medium;"><b> </b></span><br />
<span style="font-size: medium;"><b>Compulsive Consumption Consumer</b> </span><br />
<br />
O'Guinn & Faber (1989:148) defined compulsive consumption as “a
response to an uncontrollable drive or desire to obtain, use or
experience a feeling, substance or activity that leads an individual to
repetitively engage in a behaviour that will ultimately cause harm to
the individual and/or others.” Research has been carried out to provide a
phenomenological description to determine whether compulsive buying is a
part of compulsive consumption or not. The conclusion reached after
analysing both qualitative and quantitative data stated that compulsive
buying resembles many other compulsive consumption behaviours like
compulsive gambling, kleptomania and eating disorders (O' Guinn &
Faber, 1989:147). Hassay & Smith (1996) hold a similar view and
refer to compulsive buying as a form of compulsive consumption as well.
Besides personality traits, motivational factors also play a significant
role in determining the similarities between compulsive buyers and
normal consumers. According to O'Guinn & Faber (1989:150), if
compulsive buying is similar to other compulsive behaviours it should be
motivated by “alleviation of anxiety or tension through changes in
arousal level or enhanced self-esteem, rather than the desire for
material acquisition.” Hassay & Smith (1996) also agree with the
above inference and concluded from their research that “compulsive
buying is motivated by acquisition rather than accumulation.<br />
<b>Example Compulsive Consumption Consumer</b><br />
<br />
Examples include uncontrollable shopping, gambling, drug addition,
alcoholism and various food and eating disorders. It is distinctively
different from impulsive buying which is a temporary phase and centers
on a specific product at a particular moment. In contrast compulsive
buying is enduring behaviour that centers on the process of buying, not
the purchases themselves.<br />
<br />
<span style="font-size: medium;"><b>Consumer Ethnocentrism</b></span><br />
<br />
is derived from the more general psychological concept of <b>ethnocentrism. </b><br />
<br />
Basically, ethnocentric individuals tend to view their group as superior
to others. As such, they view other groups from the perspective of
their own, and reject those that are different and accept those that are
similar (Netemeyer et al., 1991; Shimp & Sharma, 1987). This, in
turn, derives from earlier sociological theories of in-groups and
out-groups (Shimp & Sharma, 1987). Ethnocentrism, it is consistently
found, is normal for an in-group to an out-group (Jones, 1997; Ryan
& Bogart, 1997).<br />
Consumer ethnocentrism specifically refers to ethnocentric views held by
consumer in one country, the in-group, towards products from another
country, the out-group (Shimp & Sharma, 1987). Consumers may believe
that it is not appropriate, and possibly even immoral, to buy products
from other countries.<br />
<br />
Purchasing foreign products may be viewed as improper because it costs
domestic jobs and hurts the economy. The purchase of foreign products
may even be seen as simply unpatriotic (Klein, 2002; Netemeyer et al.,
1991; Sharma, Shimp, & Shin, 1995; Shimp & Sharma, 1987).<br />
<br />
<b>Example for consumer ethnocentrism</b><br />
<br />
For example, according to Burton (2002) and Quellet (2007), consumers
are concerned with their cultural, national and ethnic identities
increasingly in more interconnected world. Some consumer researches
determined that people make their purchasing decisions on information
cues. Information cues can be intrinsic (e.g., product design) and
extrinsic (e.g.,brand name, price)(Olson, 1977; Jacoby ,1972). But
extrinsic cues are likely to be used in the absence of intrinsic cues or
when their assessment is not possible(Jacoby, Olson and Haddock, 1971 ;
Olson, 1977; Jacoby, 1972 ; Jacoby, Szybillo and Busato-Schach, 1977 ;
Gerstner, 1985).<br />
Also, according to some researches, it was thought that there is a
relationship between attitudes toward foreign retailers’ products and
some demographics characteristics such as gender, education, income and
age.<br />
When doing this research, it was aimed at determining consumer attitudes
towards foreign retailers’ products. The research starts with a
literature review which includes international retailing in Turkey,
attitudes towards purchasing foreign retailers’ products (general
review), effects of age and education level on attitudes, influence of
consumer ethnocentrism on attitudes towards foreign retailers’ products
respectively. Secondly, methodology part that has explanations about how
this research was conducted, was presented. Then, findings which
derived from questionnaire results and its SPSS analyses, are presented.
At the last stage of the research, discussion, limitations and future
researches are discussed.<br />
<br />
<b>Sumber : </b><br />
http://chrislawer.blogs.com/chris_lawer/2005/10/defining_custom.html<br />
http://www.businessteacher.org.uk/free-marketing-essays/compulsive-buying/<br />
http://en.wikipedia.org/wiki/Consumer_ethnocentrism
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<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 3;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Nama Iin Suprihatini</span></b></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; line-height: 150%;">NPM 13210395</span></b></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; line-height: 150%;">Kelas 3EA14</span></b></div>
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<br /></div>
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<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; line-height: 150%;">EVALUASI ALTERNATIF SEBELUM
PEMBELIAN </span></b></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<br /></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: -20.25pt;">
<b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">A.</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 7.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">
</span><b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">KRITERIA
EVALUASI</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Menurut
Hasan (1988) evaluasi program semula merupakan evaluasi kurikulum. Karena itu
cenderung tidak membedakan evaluasi program dengan evaluasi kurikulum.
Sehubungan dengan pendapat tersebut, akan diuraikan hal-hal yang berhubungan
dengan kriteria dalam mengadakan evaluasi.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Evaluasi
harus berhubungan dengan kriteria. Dasar pemikiran tersebut, dengan criteria
evaluator dapat memberikan pertimbangan nilai, harga, dan komponen-komponen
program yang perlu penyempurnaan serta yang telah memenuhi persyaratan.
Evaluator tanpa kriteria sama dengan bekerja dalam kegelapan. Tnpa adanya
kriteria pertimbangan yang diberikan adalah tanpa dasar.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Kriteria
evaluasi dikembangkan melalui model-model evaluasi yang digunakan. Empat
kelompok pengembangan yang dapat dilakukan, yakni: “Pre-ordinate, Fidelity,
Matual-adaptive, dan process”.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pendekatan
“Pre-ordinate” memiliki dua karakteristik; pertama kriteria ditetaokan sebelum
pelaksanaan evaluasi. kriteria ini bersifat mengikat karena ditetapkan sebelum
evaluator turun turun ke lapangan. Karekteristik kedua, kriteria yang
dikembangkan bersumber pada standar tertentu. Seperti yang bersumber pada
pandangan teoritik atau kumpulan tradisi yang sudah dianggap baik.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pendekatan
“Fidelity” pada dasarnya ada kesamaan prinsip dengan kedekatan “Pre-ordinate”
yakni kriteria yang dikembangkan sebelum evaluator turun ke lapangan untuk
mengumpulkan data. Perbedaaan prinsipil pada keduanya yaitu pada hakekat
evalusi yang digunakan. Pendekatan Fidently tidak menggunakan criteria yang
bersifat umum ( universal ) sebagaimana tuntutan pendekatan Pre-Ordinate.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pendekatan
ke tiga dikenal dengan istilah pendekatan gabungan mutual-adaptive. Pendekatan
ini merupakan perpaduan antara pendekatan “Pre-Ordinate, Fidently, Process “
kriteria yang di gunakan dikembangkan dari karakteristis program dari luar,
seperti berdasarkan pandangan secara teori, dari para pelaksana, dan dari
pemakai program.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pendekatan
berikut ini dikenal dengan istilah pendekatan proses. Sesuai dengan namanya,
pendekatan ini mengembangkan kriteria selama proses evaluasi berlangsung.
Kriteria didapat melalui , wawancara, observasi, atau studi dokumentasi.
Pendekatan ini berhubungan erat dengan aplikasi pendekatan kualitatif.
Karakteristis yang menonjol dari pendekatan ini merupakan criteria yang
dipergunakan dikembangkan selama evaluator di lapangan. Konsekuensinya
pendekatan ini terikat dengan masalah yang dihadapi oleh para pelaksana program
di lapangan.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 18.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Kriteria
dalam evaluasi ini mengacu pada :</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 18.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">1. Pedoman –
pedoman tentang program pendidikan jasmani yang berlaku.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 18.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">2. Persepsi
para pengembang program yang teruji secara teoritis.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 18.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">3.
Pertimbangan evaluator.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Sesuai
dengan permasalahan terdahulu yaitu pada bagian pendahuluan pelaksana program
pendidikan jasmani. Oleh sebab itu program ini perlu di evaluasi. Dari evaluasi
tersebut pihak perencana, pengambil keputusan, dan pelaksana akan mendapatkan
masukan yang diperlukan guna penyempurnaan lebih lanjut.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Penelitian evaluasi
tentang pelaksanaan program pendidikan jasmani dapat dilakukan dengan
membandingkan antara proses pelaksanaan program atau proses pelaksanaan yang
program yang terjadi dalam pembelajaran dengan proses pembelajaran yang
seharusnya dilaksanakan atau yang sesuai kurikulum ideal, yaitu termuat dalam
buku GBPP kurikulum pendidikan jasmani.</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 36.0pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Kunci
pelaksanaan program apakah program telah sesuai dengan criteria kurikulum ideal
yaitu yang tercantum dalam Buku Kurikulum Pendidikan Jasmani tahun 2004.
Kriteria menurut Ebel (1972), yang digunakan untuk menentukan nilai prestasi
yang diklasifikasikan atas dasar tingkatan sebagai berikut :</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">A = 81-100% Sangat baik</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">B = 61-80% Baik</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">C = 41-60% Cukup</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">D = 21-40% Kurang</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">E = 0-20% Sangat kurang</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> </span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: -20.25pt;">
<b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">B.</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 7.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">
</span><b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">MENENTUKAN
ALTERNATIVE PILIHAN</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Menentukan Alternatif Pilihan</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Keputusan untuk membeli yang diambil
oleh pembeli itu sebenarnya merupakan kumpulan dari sejumlah keputusan. Setiap
keputusan membeli mempunyai beberapa komponen:</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">1.
Keputusan tentang jenis produk ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">2.
Keputusan tentang bentuk produk ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">3.
Keputusan tentang merk ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">4.
Keputusan tentang penjualnya ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">5.
Keputusan tentang jumlah produk ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">6.
Keputusan tentang waktu pembelian ,dan</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">7.
Keputusan tentang cara pembayaran ,</span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Mengevaluasi alternatif (alternative
evaluation). Setelah konsumen mendapat berbagai macam informasi, konsumen
akan menentukan alternatif yang ada untuk mengatasi permasalahan yang
dihadapinya. Setelah kriteria yang akan menjadi alterlatif pilihan ditentukan
barulah konsumen menentukan alternative produk yang menjadi pilihan.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: -20.25pt;">
<b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">C.</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 7.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">
</span><b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">MENAKSIR
ALTERNATIVE PILIHAN </span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Jika Anda membeli
komputer notebook, Anda mungkin akan membuat perbandingan langsung seluruh
merek pada fitur-fitur seperti harga, berat, dan kejelasan tampilan. Penilaian
perbandingan ini mungkin tidak sepenuhnya akurat.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Akurasi penilaian individu</span><span style="font-family: Symbol; font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Symbol;"><span style="mso-char-type: symbol; mso-symbol-font-family: Symbol;">v</span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">penelitian menunjukkan individu yang biasanya tidak
memperhatikan perbedaan yang relatif kecil antara merek atau perubahan atribut
merek. Selain itu, kompleksitas banyak produk dan jasa serta fakta bahwa
beberapa aspek kinerja dapat dinilai hanya setelah digunakan luas membuat
perbandingan merek akurat sulit.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Penggunaan Indikator
pengganti </span><span style="font-family: Symbol; font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Symbol;"><span style="mso-char-type: symbol; mso-symbol-font-family: Symbol;">v</span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> </span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Secara umum, indikator pengganti beroperasi lebih kuat
ketika konsumen tidak memiliki keahlian untuk membuat penilaian informasi
sendiri, ketika konsumen motivasi atau kepentingan dalam keputusan rendah, dan
ketika kualitas informasi terkait lainnya yang kurang</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pentingnya relatif dan Pengaruh Kriteria evaluative</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Pentingnya kriteria evaluatif bervariasi antara
individu dan juga di dalam individu yang sama dari waktu ke waktu. Penggunaan
situasi, konteks Kompetitif-Secara umum, efek Iklan.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Kriteria evaluatif, Hukum Individu, dan</span><span style="font-family: Symbol; font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN; mso-hansi-font-family: "Times New Roman"; mso-symbol-font-family: Symbol;"><span style="mso-char-type: symbol; mso-symbol-font-family: Symbol;">v</span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Strategi
Pemasaran </span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">
Pemasar harus memahami kriteria evaluatif konsumen yang menggunakan produk
mereka dan mengembangkan produk yang unggul pada fitur ini.Semua aspek dari
komunikasi pemasaran harus mengkomunikasikan keunggulan produk. Pemasar juga
harus mengenali dan bereaksi terhadap kemampuan individu untuk menilai kriteria
evaluatif, serta kecenderungan mereka untuk menggunakan indikator pengganti</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Tema periklanan yang menekankan penggunaan kesempatan
khusus untuk yang merek ini khusus sesuai dapat efektif, seperti dapat strategi
seperti citra yang menarik perhatian konsumen untuk suatu atribut di mana
perusahaan merek ini sangat kuat.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: -20.25pt;">
<b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">D.</span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 7.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">
</span><b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">MENYELEKSI
ATURAN PENGAMBILAN KEPUTUSAN </span></i></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Tingkat tinggi satu atribut tidak dapat mengimbangi
tingkat rendah yang lain. keputusan disjungtif aturan dan kata penghubung dapat
menghasilkan seperangkat alternatif yang bisa diterima, sedangkan sisanya
aturan umumnya menghasilkan satu "terbaik" alternatif.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Kata penghubung Aturan
Keputusan</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Aturan keputusan kata penghubung menetapkan standar
kinerja minimum yang diperlukan untuk setiap kriteria evaluatif dan memilih
yang pertama atau semua merek yang memenuhi atau melebihi standar minimum.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Karena individu memiliki keterbatasan kemampuan untuk
memproses informasi, aturan kata penghubung yang sering digunakan untuk
mengurangi ukuran tugas pengolahan informasi untuk beberapa tingkat dikelola</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Disjungtif Aturan
Keputusan</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Aturan keputusan disjungtif menetapkan tingkat minimum
kinerja untuk setiap atribut yang penting (sering level yang cukup tinggi).
Ketika aturan pengambilan keputusan disjungtif digunakan oleh target pasar,
sangat penting untuk memenuhi atau melampaui konsumen persyaratan pada
setidaknya salah satu kriteria kunci.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Eliminasi oleh aspek
Aturan Keputusan </span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Untuk target pasar
menggunakan eliminasi oleh aspek aturan, sangat penting untuk memenuhi atau
melampaui satu atau lebih persyaratan konsumen persyaratan (dalam urutan)
dari kriteria yang digunakan dari kompetisi.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Leksikografis Aturan
Keputusan Aturan pengambilan keputusan leksikografis mirip dengan
eliminasi-oleh aspek aturan-. Perbedaannya adalah bahwa aturan leksikografis
mencari kinerja maksimum pada setiap tahap, sedangkan eliminasi oleh aspek
mencari kinerja yang memuaskan pada setiap tahap.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"> Kompensasi Aturan
Keputusan</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Aturan
keputusan kompensasi menyatakan bahwa merek yang tingkatan tertinggi pada
jumlah konsumen penilaian dari kriteria evaluatif yang relevan akan
dipilih.memiliki tingkat kinerja pada atau di dekat kompetisi pada pentingnya
fitur lebih karena mereka menerima lebih berat dalam keputusan daripada atribut
lainnya.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<i style="mso-bidi-font-style: normal;"><span style="color: #0070c0; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Sumber:</span></i><span style="color: #0070c0;"> </span><i style="mso-bidi-font-style: normal;"><span style="color: #0070c0; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"><a href="http://yuniarrisky.blogspot.com/">http://yuniarrisky.blogspot.com</a></span></i></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 3;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Contoh Kasus Evaluasi Alternatif Produk </span></b></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 1.0cm;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Dalam mengambil keputusan pembelian
atas suatu produk, konsumen terlebih dahulu harus mengevaluasi alternatif –
alternatif produk yang akan dibelinya. Namun sebagian konsumen justru bersikap
tidak peduli pada perbedaan – perbedaan antara satu produk dengan produk
lainnya, dan lebih berlandaskan pada ‘terpenuhinya kebutuhan’ tanpa
memerhatikan kepuasannya sebagai konsumen. Sebagai contoh, Elisha adalah tipe
pembeli yang sangat selektif, setiap kali membeli suatu produk tidak jarang dia
menghabiskan lebih banyak waktunya hanya untuk memilih dan membaca satu per
satu informasi produk tersebut pada kemasannya. Sekalipun Elisha sudah memiliki
pengalaman yang puas atas pemakaian suatu produk di masa lalu, namun ketika dia
menemukan adanya produk sejenis yang baru dia pun melakukan evaluasi ulang
untuk membandingkan produk baru tersebut dengan produk yang sudah pernah
digunakannya. Menurutnya, sebagai konsumen dia harus cermat, cerdas, dan teliti
dalam menggunakan produk, karena baginya kepuasan akan manfaat produk tersebut
paling utama dalam pertimbangan ketika melakukan keputusan pembelian. Harga
bukanlah prioritas utamanya, Elisha yakin bahwa harga tidak pernah menipu dan
merupakan salah satu indikator penentu baik buruknya kualitas suatu produk.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 1.0cm;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Di lain pihak, Resha adalah pembeli
yang sangat bertolak belakang dengan Elisha. Dia tidak biasa melakukan evaluasi
mendalam pada kualitas produk ketika melakukan pengambilan dalam keputusan
pembelian. Menurutnya, harga adalah faktor terpenting sebagai dasar
pertimbangan dalam melakukan keputusan pembelian dan semua kualitas produk
dianggap sama. Memang Resha pun meyakini bahwa tidak setiap produk memiliki
kualitas yang sama persis, namun baginya itu bukanlah masalah karena pada
intinya produk tersebut pun akan memberikan manfaat yang ‘sama’ pada akhirnya,
dan jika sudah menemukan produk yang memang memberikan manfaat yang sangat
memuaskan, maka evaluasi produk terhadap produk sejenis dianggap tidak lagi
penting. Menurut Resha, perbedaan harga itu tidak mengakibatkan perbedaan jauh
pada kualitas, hal itu hanya terkait masalah kemasan atau karena ‘brand’ dari
perusahaan besar.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; text-align: justify; text-indent: 1.0cm;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Dari kedua contoh diatas, tampak
jelas keduanya memiliki pandangan yang berbeda mengenai evaluasi alternatif
produk. Hal itu dipengaruhi oleh persepsi masing – masing individu itu sendiri
atas nilai dan manfaat dari suatu produk, dan mengaibatkan terpentuknya pola
perilaku konsumen yang berbeda pula. Karena itu, evaluasi alternatif produk
dianggap sebagai salah satu faktor penentu yang dapat membentuk pola perilaku
konsumen.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Sumber
<a href="http://dark-rendezvous.blogspot.com/">http://dark-rendezvous.blogspot.com/</a>
</span></i></div>
Iin suprihatinihttp://www.blogger.com/profile/05406800004787812239noreply@blogger.com0tag:blogger.com,1999:blog-520669543371267157.post-68096265225568915562012-10-10T06:03:00.000-07:002012-10-10T06:03:50.598-07:00Perilaku Kosumen<b>Nama : Iin Suprihatini</b><br />
<b>NPM : 13210395</b><br />
<b>Kelas : 3EA14</b><br />
<br />
<br />
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<br />
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 2;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 18.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Proses Pengambilan
Keputusan Konsumen</span></b></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">Proses Pengambilan Keputusan Konsumen </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;"></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Proses pengambilan keputusan diawali dengan adanya
kebutuhan yang berusaha untuk dipenuhi. Pemenuhan kebutuhan ini terkait dengan
beberapa alternatif sehingga perlu dilakukan evaluasi yang bertujuan untuk
memperoleh alternatif terbaik dari persepsi konsumen. Di dalam proses
membandingkan ini konsumen memerlukan informasi yang jumlah dan tingkat
kepentingannya tergantung dari kebutuhan konsumen serta situasi yang
dihadapinya.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Keputusan pembelian akan dilakukan dengan menggunakan
kaidah menyeimbangkan sisi positif dengan sisi negatif suatu merek (<i>compensatory
decision rule</i>) ataupun mencari solusi terbaik dari perspektif konsumen (<i>non-compensatory
decision rule</i>), yang setelah konsumsi akan dievaluasi kembali.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">Model
Pengambilan Keputusan Konsumen</span></b></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Model-model pengambilan keputusan telah dikembangkan oleh beberapa ahli
untuk memahami bagaimana seorang konsumen mengambil keputusan pembelian.
Model-model pengambilan keputusan kontemporer ini menekankan kepada aktor yang
berperan pada pengambilan keputusan yaitu konsumen, serta lebih
mempertimbangkan aspek psikologi dan sosial individu.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Secara umum ada tiga cara/model analisis pengambilan keputusan konsumen,
yakni:</span></div>
<ol start="1" type="1">
<li class="MsoNormal" style="line-height: 150%; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Economic
Models, </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">pengambilan keputusan diambil berdasarkan alas an
ekonomis dan bersifat lebih rasional.</span></li>
<li class="MsoNormal" style="line-height: 150%; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Psychological
models, </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">diambil lebih banyak akrena lasan psikoligs dan
sejumlah faktos sosilogis seperti pengaruh keluarga dan budaya<b> </b></span></li>
<li class="MsoNormal" style="line-height: 150%; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Consumer
behaviour models. </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: IN;">Model yang umumnya diambil kebanyakan konsumen,
Dilandasi oleh faktos ekonimis rasional dan psikologis.</span></li>
</ol>
<div style="line-height: 150%;">
<br /></div>
<div style="line-height: 150%;">
<b>Tipe-tipe proses pengambilan keputusan</b></div>
<div style="line-height: 150%;">
Tipe Pengambilan keputusan ( Decision making) :
adalah tindakan manajemen dalam pemilihan alternative untuk mencapai sasaran.</div>
<div style="line-height: 150%;">
Keputusan dibagi dalam 3 tipe :</div>
<div style="line-height: 150%;">
(1) Keputusan terprogram/keputusan terstruktur :
keputusan yg berulang2 dan rutin, sehingga dapt diprogram. Keputusan
terstruktur terjadi dan dilakukan terutama pd manjemen tkt bawah. Co:/
keputusan pemesanan barang, keputusan penagihan piutang,dll.</div>
<div style="line-height: 150%;">
(2) Keputusan setengah terprogram / setengah
terstruktur : keputusan yg sebagian dpt diprogram, sebagian berulang-ulang dan
rutin dan sebagian tdk terstruktur. Keputusan ini seringnya bersifat rumit dan
membutuhkan perhitungan2 serta analisis yg terperinci. Co:/ Keputusan membeli
sistem komputer yg lebih canggih, keputusan alokasi dana promosi.</div>
<div style="line-height: 150%;">
(3) Keputusan tidak terprogram/ tidak terstruktur :
keputusan yg tidak terjadi berulang-ulang dan tidak selalu terjadi. Keputusan
ini terjadi di manajemen tingkat atas. Informasi untuk pengambilan keputusan
tdk terstruktur tdk mudah untuk didapatkan dan tdk mudah tersedia dan biasanya
berasal dari lingkungan luar.</div>
<div style="line-height: 150%;">
<br /></div>
<div style="line-height: 150%;">
<br /></div>
<div style="line-height: 150%;">
<b>Faktor-faktor yang mempengaruhi pemecahan
masalah antara lain :</b></div>
<div style="line-height: 150%;">
1) Trial & error : Coba
dan salah. Cara ini merupakan metode yang paling rendah tingkatannya, dilakukan
oleh orang yang belum pernah mengalami/ mengenal dan belum tahu sama sekali.
Dalam keperawatan ini sangat berbahaya dan tidak boleh dilakukan.</div>
<div style="line-height: 150%;">
Contohnya : ada klien panas, dicoba diurut, dicoba
diberi makan, dicoba ditiup, tdk berhasil dicoba diberi minum, dibuka baju,
diberi kompres sampai berhasil panasnya turun, dll.</div>
<div style="line-height: 150%;">
2) Intuisi : penyelesaian
masalah dengan intuisi atau naluri/ bisikan hati. Penyelesaian dengan cara ini
kurang dianjurkan dalam metode ilmiah, karena tidak mempunyai dasar ilmiah.
Kadang-kadang metode ini juga dapat memberikan jalan keluar bila intuisi ini
berdasarkan analisis atau pengalaman, dan pengetahuan yang dimiliki.</div>
<div style="line-height: 150%;">
3) Nursing process : Proses
keperawatan merupakan suatu langkah penyelesaian masalah yang sistematis dan
didukung oleh rasionalisasi secara ilmiah meliputi : pengkajian, perencanaan,
implementasi dan evaluasi yang merupakan suatu siklus untuk mengatasi masalah
yang terjadi pada klien.</div>
<div style="line-height: 150%;">
4) Scientifik
methode/Research Process : Proses riset/ penelitian merupakan suatu
penyelesaian masalah berdasarkan hasil penelitian dengan menggunakan logika,
dengan pendekatan yang sistematis</div>
<div style="line-height: 150%;">
<br /></div>
<div style="line-height: 150%;">
<b><span style="font-size: 14pt; line-height: 150%;">Contoh Kasus</span></b></div>
<div style="line-height: 150%; text-align: justify;">
Metode pengambilan keputusan ini
seringkali digunakan oleh para pemimpin otokratik atau dalam kepemimpinan
militer. Metode ini memiliki beberapa keuntungan, yaitu cepat, dalam arti
ketika kelompok tidak mempunyai waktu yang cukup untuk memutuskan apa yang
harus dilakukan. Selain itu, metode ini cukup sempurna dapat diterima kalau
pengambilan keputusan yang dilaksanakan berkaitan dengan persoalan-persoalan
rutin yang tidak mempersyaratkan diskusi untuk mendapatkan persetujuan para
anggotanya.<br />
Namun demikian, jika metode pengambilan keputusan ini terlalu sering digunakan,
ia akan menimbulkan persoalan-persoalan, seperti munculnya ketidak percayaan
para anggota kelompok terhadap keputusan yang ditentukan pimpinannya, karena
mereka kurang bahkan tidak dilibatkan dalam proses pengambilan keputusan.
Pengambilan keputusan akan memiliki kualitas yang lebih bermakna, apabila
dibuat secara bersama-sama dengan melibatkan seluruh anggota kelompok,daripada
keputusan yang diambil secara individual.</div>
<div class="MsoNormal" style="line-height: 150%;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;"><a href="http://tazmaniabenz.wordpress.com/2010/05/24/proses-pengambilan-keputusan-konsumen/"><span style="color: windowtext;">http://tazmaniabenz.wordpress.com/2010/05/24/proses-pengambilan-keputusan-konsumen/</span></a></span></div>
<div style="line-height: 150%;">
http://lista.staff.gunadarma.ac.id</div>
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http://sugenk.staff.gunadarma.ac.id</div>
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