The decision-making process consumers in determining the purchase of products bag

The decision-making process consumers in determining the purchase of products bag

A literature study

Consumer behavior was an act of directly involved in obtaining , consume , and disposing of a product or service , including the process decision that precedes and follow such action. According to loudon and bitta includes the decision-making process and activities undertaken by consumers physically deep pengevaluasian, the, use and obtain goods or services.According to hawkins, best and coney is the study of how individuals, a group or organization do election process, security, the use of and cessation of products, services, experience or idea to satisfy demand for consumers and the community. According to schiffman and kanuk is study had looked how individuals make a decision spend resources available and owned ( of time , money and effort ) to get their goods or services for consumption .Consumer behavior , as defined by prasetijo and ihalauw john ( 2005: 11 ) is the process of traversed by someone in search of , buy , use , evaluate and act after consumption of the product , services and idea which is expected to fulfill their needs .

Sumarwan (2003 : 25) Suggested that: unmannerly consumers is an act that directly involved in obtaining , consume , and spent products and services , including the process decision that precedes and follow this action .

American marketing association that quoted by amirullah ( 2002: 2 ) defines that: consumer behavior as interactions dynamic between the influence and cognition , behavior and the chain around us where people do the aspect of an exchange in their lives.

Kotler and keller ( 2007: 214 ) explained that the decision-making process is of psychological processes basic which play the role of understanding how consumers actually judge the purchase .The decision-making process was preceded by the need that seeks to be fulfilled .Meeting the needs of is related to several alternative so that needs to be done evaluation aims to obtain alternative best of consumer perceptions .In in the process compare this time, consumers need information in which the number and level their interests depends of the need for consumers and situation he faced .Decision the purchase will be done with use rules balance the positive side with the negative side a brand ( compensatory decision rule or find the best solution from the perspective of consumers ( non-compensatory decision rule ) , who after consumption of will be evaluated back.

Ralph c .Davis ( hasan , 2004 ) give a definition or or understanding the decision as a result the solution of the problems they have firmly .A decision is a definite answer to a question .The decision must be able to answer the question of what he was talking about in relation to planning .Decisions can also in the form of action on the implementation of that highly distorted from an originally planned .Mary follet give a definition or understanding as a decision or as legal situation .If all the facts from those situations can procures and semuayang involved , supervisory and good managers want to his sentence or fully comply with its requirements , it is not equal to obey an order .The authority live run , but it is the responsibility of the situation of the law.

DISCUSSION

The full decision the purchase bag owns the Elizabeth

Brand be a sign identity for the seller or the maker a product.Brand can actually be considered consumers in doing the process of purchasing products and kualitasa the bag.To certain groups owns the very influential in process do decision the purchase because it will tell that the wearer used to life luxurious or even simple.According to kotler in 2005, brand is a symbol complicated could deliver to six level understanding as follows :

-          Personality: a brand to reflect personality certain.

-          Value: a brand also said something of the value of producers would.

-          Budaya : suatu merek mungkin juga melambangkan budaya tertentu

-          Attributes: a brand can remind in certain atribut-atribut .

-          The wearer: a brand implying kind of consumers who buy or using a product.

-          Benefits: atribut-atribut to be translated into benefits functional and emotional.

The quality of a product

1.      The achievement of the quality of being better for an enterprise needed some a measure for experience in formulating policies concerning quality products as follows:

-          Function stuff: a consumers will be loyal wearing a product when function and its usefulness will give satisfaction the its own for those and this will require company to produce products that must be serves in accordance with the need consumers.

-          The cost of goods: the cost of a factor that must be considered by consumers because usually a goods who have the price is quite expensive will have an influence on the quality of and the quality of the products.

-          Outside like a form , color and susunanya: if form out of the goods unattractive although the quality of their goods will not necessarily consumers interested.

2.      Of factors affect consumers in the bag elizabeth products

A lot of products distributed in market so that it can for consideration alternative consumers in determining the purchase of a product a bag can support appearance .Are all dependent on taste , of needs and income dimilki by consumers .Factor that influences consumers in the products bag:

a.       Goods price to be about: consideration election prices are better suited to income or more economical a factor that self-important and must be paid attention in purchase products bag

b.      The quality of goods: usually a consumers the exclusion of this factor because seen in the eyes of consumer products bag exhibited by a company good in accordance their eyes it to be elected. People did not think of the quality of that bag the and very influential in the use of long-term

c.       Brand: consumer choice to decide details about what product actually did bought

d.      Revenue: somebody who have quite a high income will not much thought to how the cost of which he incurred to buy a bag of product , but other things with consumers who earns about quite definitely he will choose to meet the needs of more important than buy a product bag

e.      Consumer tastes: also merupakann tastes of factors affect a consumer against the interest of a product .If the desire of consumers high or good enough .Then the price not become one factor be a deterrent because price also determine how the quality of a product the bag

f.        The price of a substitute: likely to find consumer goods or services are relatively cheaper to be alternative use

3.      Hence the process decision the purchase of products bag Elizabeth

The process of decision model purchase have the assumption that the consumers do five phase in made the purchase .Above fifth stage not always happen , particularly in the purchase of that does not require the involvement of high in the purchase .Consumers can pass through several stages and the sequence not appropriate .

-          Recognize the process of buy begins with the introduction of needs, where buyers recognize that there are problems or needs.Buyers feel the difference between a real and a desirable state.

-          Search information at this stage consumers more seeking information because that is very important in determining the purchase bag elizabeth .Information can be obtained one of them is from:

a.       A source of personal: families , neighbor friend or acquaintance who once or knowing product bag was

b.      The commercial: advertising , agent , exhibits

c.       Source: handling experience, examination or a who ever used these products

-          Alternative evaluation

the information from buyers used to get a more clear about alternatif-alternatif faced and attraction masing-masing alternative

-          Decision the purchase

Producers must understand that consumers have our own in dealing with information obtained by restricting alternatif-alternatif to be elected or evaluated to determine products which would buy.The decision a buyer also affected by ciri-ciri personality, including age, work, the state of the economy.Consumer behavior will determine the decision making process in purchase.

-          Mannerisms post purchase

When goods bought unsatisfying expected, but customers will change his brand of the goods negative attitude be, maybe even would refuse to the list of choice.Otherwise when consumers be satisfied of goods he had purchased so desire to purchase of brand goods are inclined to be stronger.Producers must reduce feeling not happy or feeling negative on a product in a way that helps consumers find information confirming consumer choice through communication directed at orang-orang who just bought their products.

According to kotler ( 1997 ) there are some steps in taking a decision to conduct the purchase of understanding the purchase decision , kotler & according to amp; armstrong ( 2001: 226 ) is the stage in the decision-making process buyers where consumers actually buy .Decision-making is an individual activities that directly involved in obtaining and using of of merchandise offered.

Proses Pengambilan Keputusan Konsumen dalam Menentukan Pembelian Produk Tas

1. Latar Belakang Masalah

Pada saat ini, industri fashion di Indonesia memiliki jenis produk yang sangat bervariasi karena mengikuti perkembangan zaman yang cepat seiring dengan perkembangan teknologi. Sehingga menuntut konsumen agar tetap cermat dan selektif dalam menunjang penampilan maupun dalam pemilihan produk tas. Dalam kehidupan sehari – hari dengan begitu banyak kebutuhan yang harus dipenuhi dalam bidang fashion maupun penampilan, salah satu kebutuhan fashion yang dibutuhkan oleh konsumen adalah tas. Belum lagi beberapa merk tertentu selalu mengeluarkan jenis dan warna yang bervariasi yang menimbulkan konsumen ingin memilki barang tersebut.

Perilaku masyarakat yang membutuhkan dan menginginkan produk dengan merk, kualitas, harga serta desain baru yang ditawarkan pada tingkat harga yang kompetitif merupakan potensi yang harus diperhatikan produsen untuk mempengaruhi keputusan pembelian konsumen. Untuk maju dan berkembang dalam proses pemasaran perusahaan harus mampu memahami kebutuhan dan keinginan konsumen dimana kepada mereka nantinya produk tersebut akan dipasarkan.

Proses pengambilan keputusan diawali dengan kebutuhan. Dalam pemenuhan kebutuhan ini perlu dilakukan evaluasi untuk memperoleh alternatif terbaik dari persepsi konsumen. Konsumen memerlukan informasi yang jumlah dan tingkat kepentingannya tergantung dari kebutuhan konsumen serta situasi yang dihadapinya. Pemasar perlu mempelajari perilaku konsumen sebagai perwujudan dari seluruh aktivitas jiwa manusia itu sendiri. Model perilaku konsumen dapat diartikan sebagai suatu skema atau kerangka kerja yang disederhanakan untuk menggambarkan aktivitas – aktivitas yang dilakukan oleh konsumen. Pemasar juga perlu mengetahui peran apa yang dimainkan oleh setiap orang dan siapa yang terlibat dalam keputusan pembelian. Misalnya pria biasanya memilih sendiri untuk membeli sepatunya dan wanita lebih memilih sendiri pakaiannya.

Tujuan Analisis

1. Untuk mengetahui jenis jenis tingkah laku apa saja yang terdapat dalam pengambilan keputusan.
2. Untuk mengetahui bahwa dalam pengambilan keputusan diperlukan langkah – langkah untuk menentukan hasil akhir konsumen tersebut.
3. Untuk mengetahui faktor – faktor apaa saja yang mempengaruhi perilaku konsumen.

Metode penelitian

Penelitian ini menggunakan survei langsung Dalam pemenuhan kebutuhan ini perlu dilakukan evaluasi untuk memperoleh alternatif terbaik dari persepsi konsumen.

Kesimpulan

Keputusan membeli oleh konsumen dipengaruhi oleh banyak faktor eksternal maupun internal. Faktor eksternal meliputi informasi pemasaran dan lingkungan sosial budaya. Sedangkan faktor internal misalnya motivasi, persepsi, pembelajaran, kepribadian, sikap dan pengalaman.

Pengambilan keputusan konsumen juga dipengaruhi oleh situasi dimana proses dan perilaku beli terjadi. Situasi komunikasi, situasi pembelian, situasi penggunaan dan situasi penyingkiran produk semuanya menentukan keputusan pembelian. Lingkungan fisik, lingkungan sosial, waktu, tujuan pembelian, konsumsi dan suasana hati dapat diabaikan sebagai unsur yang sangat penting dalam keputusan membeli.