Budaya Beli Konsumen

Nurul Ummi, ST. MT

t_ummi@yahoo.co.id

Budaya Beli Konsumen

Proses keputusan membeli

Faktor-faktor yang mempengaruhi
keputusan membeli

Proses keputusan membeli

Proses keputusan membeli dipengaruhi oleh berbagai
faktor, diantaranya adalah :

Adanya kebutuhan
Seberapa besar usaha yg harus dikeluarkan
Mengidentifikasi alternatif-alternatif produk
Mengevaluasi untung rugi dari alternatif tsb
Keputusan membeli atau tidak

Mencari kepastian bahwa pilihannya benar

Faktor-faktor yang mempengaruhi

keputusan membeli
Faktor yang mempengaruhi keputusan membeli

Pengaruh
Pengaruh
Pengaruh
Pengaruh

Informasi
Sosial dan Grup
Psikologis
Situasi

Pengaruh Informasi
Informasi komersil
Informasi sosial

 Pengaruh Sosial & Grup

Pengaruh
Pengaruh
Pengaruh
Pengaruh

budaya
kelas sosial
referensi grup
keluarga

Faktor Psikologis
Motivasi
Persepsi
Pembelajaran
Kepribadian & Sikap

 Pengaruh Situasi

Dimensi
Dimensi
Dimensi
Dimensi

waktu
tempat
cara
alasan

Marketing Communication

Definition
A definition of advertising then includes 6 elements
It is paid nonpersonal communication from an identified
sponsor using mass media to persuade or influence an
audience.

"Advertising is legalised lying"

- H G Wells

Types of Advertising
Brand Advertising
Retail or Local Advertising
Political Advertising
Directory Advertising
Direct-Response
Advertising
Institutional Advertising
Public Service Advertising
Interactive Advertising

Brand Advertising

Retail Advertising

Political Advertising

Institutional Advertising

The shot of a little girl in

her study playing with
crayons. Cut to a another
part of the world...

...and many roads to travel.

Every step you make, we
are beside you to make a
brand new day."

...a man boards the waiting

car. MVO: "No maps for the
journeys you make."

The little girl sketches

landscapes on her notepad as
the focus shifts to beautiful
outdoors. MVO: "No
boundaries, no limits...

...for you are riding on wishes,

you are building on hopes."
The man gets on a flight and
heads home. MVO: "There
are bridges to cross...

A car glides to a smooth

halt and the man alights
from within. Tiptoeing
inside, he spots his
daughter...

...in her study, and gives

her a big hug from behind.
The MVO adds, "From
bridges to breakthroughs...

...roads to milestones,
houses to homes." Super:
'Aditya Birla Group. The
brighter side of life.'

Roles of Advertising
Advertising can also be explained in
terms of four roles it plays in business
and in society

Marketing Role
Communication Role
Economic Role
Societal Role

Functions of Advertising
Provides product and brand information
Provides incentives to take action
Provides reminders and reinforcement

A boy travels to his home

town atop a bus and walks
past a river... A boy travels to
his home town atop a bus
and walks past a river...
world...

She tells her husband,

Dekho kaun aaya hai,
tumhara pota. But the
grandfather says in anger...

...to get to his grandfathers

home amid green fields.

Seeing him, his

grandmother thinks he is
her son...

...Ab yeh kya lene aaya

hai? 22 saal se iske baap
ne baat tak nahin ki. At
this, the boy replies...

...Wohi to karvaane aaya

hun daadu. He dials his
fathers number and hands
the phone to him.

Voiceover: Kuch badhan

atoot hote hain jaise...

...Airtel ka network. Desh

ke har koney mein, aapke
saath.

...but he tells her, Nahin

dadi. Main Raj. Aapke
Gajju ka beta!

His father apologises on

the phone to which the
grandfather replies, Baap
ko rulaega kya?

The Five Players of

Advertising
Advertiser
Advertising Agency
Media
Vendor
Audience

Interactive Advertising

Interactive Advertising