PERILAKU BERBELANJA KONSUMEN ERA 90'AN DAN STRATEGI PEMASARAN



Basu Swastha Dharmesta(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Perilaku konsumen yang banyak dipengaruhi oleh faktor lingkungan perlu
diprediksi untuk mengembangkan strategi pemasaran secara tepat. Kerangka
konseptual untuk menganalisis perihku konsumen mencakup kaitan antara aspekaspek
cognition dan affect, lingkungan, perlahku dan strategi pemasaran.
Perilaku konsumen di Indonesia pada tahun ‘90an banyak diwarnai berbagai
masalah konsumerisme, serta berbagai perubahan kondisi perekonomian, faktorfaktor
yang membentuk perilaku konsumen itu sendiri dan orientasi gaya hidup
masa mendatang.


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References

Aaker, D.A. and G. Day (1978), "A Guide to Consumerism," in Daved A. Aaker and George S. Day (Eds.), Consumerism, 3rd ed. New York: Free Press. Alba, J.W. and J.W. Hutchinson (1987), "Two Dimensions of Consumer Expertise," Journal of Consumer Research, Vol. 13 (March), pp. 411-454. Bennett, P.D. (1988), Dictionary of Marketing Terms. Chicago: American Marketing Association. Engel, J.F.; R.D. Blackwell; and P.W. Miniard (1990), Consumer Behavior, 6th ed. Hinsdale, 111: The Dryden Press. Dharmesta, B.S. (1991). "An Analysis of Consumer Attitudes towards the Government Policies Designed to Increase Domestic Brand Consumption in Indonesia," Ph.D Thesis in Marketing, University of Strathclyde, Glasgow, U.K. Foxall, G.R. (1983), Consumer Choice. 2nd ed. Now York John Wiley & Sons. London: MacMillan Publishing Company. Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control, 7th ed. Englewood Cliff, N.J. Prentice-Hall, Inc. Levitt, T.J. (1983), The Marketing Imagination. New York: Free Press. Wilkie, W.J (1990), Consumer Behavior, 2nd ed New York John Wiley & Sons




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