METATEORI DALAM PERILAKU KONSUMEN SUATU KOMPARASIPERSPEKTIF



Basu Swastha Dharmmesta(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Penerapan teori perilaku oleh para praktisi, sebagian besar, masih agak kabur dan kurang sistematis. Demikian pula dari para teori-tisi pemasaran yang semakin memusatkan perhatian untuk menyusun teori-teori yang struktural tentang perilaku konsumen.(Seth, 1984) Pendapat Jagdish Seth tersebut didasarkan pada pengamatannya terhadappara praktisi maupun teoritisi yang berkepentingan dengan perilaku konsumen.


Keywords


meteteori, perilaku konsumen, Komparasiperspektif

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References

Jagdish Seth, 'The Next Decade of Buyer Behavior Theory and Research," Barry Smiley Lecture, Schoool of Business Administration, Northwestern State University of Louisiana, 1984. A.R. Anderson, "Attitude and Customer Behavior: A Decision Model," in L.E. Preston (ed.), New Research in Marketing (Berkley, Cal.: Institute of Business and Economic Rese-search, University of California, 1965), hal. 1-16; J.F. Engel dan kawan-kawan, Consumer Behavior; J.A. Howard dan J.N. Seth, The Theory of Buyer Behavior (New York: John Wiley and Sons, Inc., 1969); Francesco Nicosia, Consumer Decision Processes: Marketing and Advertising Implications (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1966). Michael Harbert, The Meaning and Sources of Marketing Theory (New York: McGraw-Hill Book Co., 1965); J.F. Engel, D.T. Kollat, dan R.D. Blackwell, Consumer Behavior (New York: Holt, Rinehart and Winston, Inc., 1982); G. Zaltman, C.R.A. Pinson, dan R. Anglemar, Metaiheory and Consumer Research (New York: Holt, Rinehart and Winston, Inc., 1973). G.C. Homans, The Human Group (New York: Harcourt Brace Jovanovich, Inc., 1950); Social Behavior; Its Elementary Forms (New York: Harcourt Brace Jovanovich, Inc., 1961). 5. P.M. Blau, Exchange and Power in Social Life (New York: John Wiley and Sons, Inc., 1967), hal. 2. Barry Commoner, The Closing Circle, hal. 191. G. Zalatman dan kawan-kawan, Metatheory and Consumer Research, hal. 4. Jagdish Seth, "The Next Decade ..." hal. 11. E.J. Meehan, Explanation in Social Science: A Systems Approach (homewood,III.: The Dorsey Press, 1968), hal. 28. BM. Enis, "Deepening the Concept of Marketing," Journal of Marketing, Vol. 37 (Oct., 1973), hal. 57-62. P.W. Bridgman, The Logic of Modern Physics (New York: Macmillan Publishing Co., Inc., 1960). Ibid, hal.5. Richard de Charms, Personal Causation (New York: Academic Press, 1968), hal. 23. Ibid, hal. 38. P.W. Bridgman, The Way Things Are (Cambridge, Mass: Harvard University Press, 1959), hal. 220. J.F. Engel dan kawan-kawan, Consumer Behavior, hal. 662. W.T. Tucker, "Future Directions in Marketing Theory," Journal of Marketing, Vol. 38 (April, 1974), hal. 30. Del I. Hawkins, Consumer Behavior: Implications for the Marketing Strategy (Dallas, Texas: Business Publications, Inc.).



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