MEMAHAMI PERILAKU KONSUMEN: TINJAUAN ASPEK PSIKOLOGIS DALAM KEPUTUSAN PEMBELIAN DAN STRATEGI PEMASARAN
DOI:
https://doi.org/10.61393/heiema.v3i2.227Keywords:
perilaku konsumen, psikologi, marketing, consumer behavior, psychologyAbstract
This research aims to delve into consumer behavior using a qualitative descriptive approach. In this study, the researcher serves as the main instrument to gather and analyze the necessary data. The primary method used is literature research, which allows for a deeper understanding of consumer behavior phenomena. By employing this approach, the research is expected to increase confidence in the data, phenomena, and hypotheses generated. The study is also anticipated to reveal the significance of events, processes, and social interactions involving psychological elements such as motivation, perception, attitude, trust, and emotion in consumer decisionmaking. The results of this research are expected to enhance our overall understanding of consumer behavior. The information obtained from this study is expected to serve as a strong foundation for designing more targeted and efficient company marketing strategies, enabling companies to better navigate market challenges and enhance their competitiveness.
References
Aprianti, W., & Tjiptodjojo, K. (2023). Pengaruh Brand Ambassador, Brand Awareness dan Brand Image terhadap Keputusan Pembelian Skincare Scarlett Whitening. JIIP (Jurnal Ilmiah Ilmu Pendidikan), 6(2), 1275–1282.
Ariyani, D., Riono, S., & Sucipto, H. (2022). Pelatihan Branding Equity untuk Membangun Brand Image pada Pelaku UMKM di Desa Ciawi dalam Meningkatkan Daya Jual. KREATIF: Jurnal Pengabdian Kepada Masyarakat, 2(3), 100–106. https://journal.amikveteran.ac.id/index.php/kreatif
Bupalan, K., Rahim, S. A., Ahmi, A., & Rahman, A. A. (2019). Consumers’ Repurchase Intention towards Counterfeit Products. In Int. J Sup. Chain. Mgt (Vol. 8, Issue 3). http://excelingtech.co.uk/
Fraya, V., & Nst, H. (2023). PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN DENGAN DIMEDIASI CITRA MEREK DAN KEPERCAYAAN MEREK PADA INDOMARET CABANG MANDALA BY PASS. In Jurnal Ilmiah Metadata (Vol. 5, Issue 2).
Istiqomah, N. H., Juliati, R., & Sayogo, D. S. (2023). Does Brand Image and Attributes of Selecta Park Influence Revisit Intention through Satisfaction as a Mediating Variable? The Case of Tourism Park’s Visitors. Manajemen Bisnis, 13(01), 48–66. https://doi.org/10.22219/mb.v13i01.25244
Johan. (2022). INOVASI DALAM TEKNOLOGI KEUANGAN: MENGUBAH PRAKTIK PERBANKAN DAN INVESTASI TRADISIONAL. Jurnal Ekonomi Dan Perbankan Syariah, 01(01), 296–314.
Mega Hasibuan, & Zuhrinal M Nawawi. (2023). Peran Etika Bisnis dalam Membangun Kepercayaan Konsumen. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 3(1), 50–68. https://doi.org/10.55606/jempper.v3i1.2426
Paremeswara, M. C., & Lestari, T. (2021). Pengaruh Game Online Terhadap Perkembangan Emosi dan Sosial Anak Sekolah Dasar. Jurnal Pendidikan Tambusai, 5(1), 1473–1481.
Rizkianti, H., & Kurniawati, K. (2021). Determinan Purchase Intention: Perspektif Pelanggan Minimarket. Journal of Management and Business Review, 18(2), 124–136. https://doi.org/10.34149/jmbr.v18i2.275
Salsabila, H., & Harti. (2021). Pengaruh iklan media sosial, electronic word of mouth, dan persepsi kualitas terhadap keputusan pembelian. AKUNTABEL, 18(4), 2021–2722. http://journal.feb.unmul.ac.id/index.php/AKUNTABEL
Sudirjo, F., Priyana, Y., & Permana, R. M. (2023). Pengaruh E-Wom, Promosi dan Brand Image Terhadap Keputusan Pembelian Produk MS Glow Beauty di Provinsi Jawa Barat Article Info. Jurnal Bisnis Dan Manajemen West Science, 2(02), 62–71.
Tonda, F., Radittya Hanif, M. F., & Setya Ning Tyas, T. (2022). LITERATURE REVIEW DETERMINASI PERILAKU KONSUMEN: KEBUDAYAAN, SOSIAL DAN PRIBADI. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(2), 509–519. https://doi.org/10.38035/jmpis.v3i2
Torres, P., Augusto, M., & Godinho, P. (2017). Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions. Journal of Business Research, 79, 52–65. https://doi.org/10.1016/j.jbusres.2017.05.029
Vuong, B. N., & Khanh Giao, H. N. (2020). The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam. Journal of International Consumer Marketing, 32(1), 47–68. https://doi.org/10.1080/08961530.2019.1619115
Yulianti, N. (2020). PENGARUH BRAND IMAGE, GREEN MARKETING STRATEGY, DAN EMOTIONAL DESIRE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MCDONALD’S. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 69–79.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Nur Hidayatul Istiqomah, Syahrotul Magfiroh, Zia Nafisa Habibana
This work is licensed under a Creative Commons Attribution 4.0 International License.
