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REVIEW INTERNATIONAL JOURNAL PUBLISHED NOVEMBER 5, 2011 BY KANIA SEKAR ASIH Judul : Simulation of Sales Promotions towards Buying Behavior among University Students (Simulasi Promosi Penjualan terhadap Perilaku Pembelian pada Mahasiswa) Penulis : Syuhaily Osman, Benjamin Chan Yin Fah, Yeoh Sok Foon Tahun : 2011

Abstrak Tujuan dari penelitian ini adalah untuk menguji pengaruh promosi penjualan pada perilaku membeli di kalangan mahasiswa. Secara khusus, Universitas Putra Malaysia (UPM) telah dipilih sebagai lokasi studi. Sebanyak 150 responden direkrut dengan menggunakan teknik sampling sistematik acak. Data dikumpulkan menggunakan kuesioner diadministrasikan diri. Studi ini menemukan bahwa tidak ada perbedaan yang signifikan antara gender dan perilaku pembelian (t = 1,569, p > 0,05). Di sisi lain, ada perbedaan yang signifikan pendapatan bulanan keluarga dan perilaku pembelian (F = 2,597, p ≤ 0,05). Ada hubungan yang signifikan antara sikap terhadap diskon harga (r = 0,351, p ≤ 0,01), kupon (r = 0,392, p ≤ 0,01), sampel bebas (r = 0,491, p ≤ 0,01) dan “buy-satu-get-satu -bebas “(r = 0,456, p ≤ 0,01) dengan membeli perilaku. Hasil Regresi Berganda hirarkis menemukan bahwa sampel bebas dan beli-satu-dapat-satu menjelaskan varians 28,7% dalam membeli perilaku responden. Temuan penelitian ini akan membantu pemasar untuk memahami jenis promosi yang secara signifikan mempengaruhi perilaku pembelian responden. Oleh karena itu, penelitian ini bisa membantu pemasar dalam perencanaan pemasaran mereka untuk menjadi lebih kompetitif dan laba keuntungan. 1. Latar Belakang Studi

Banyak situasi pembelian sehingga kebiasaan bahwa konsumen sangat sedikit melakukan aktivitas kognitif (Wathieu & Murre, 2007). Dalam kasus tersebut, sulit untuk memotivasi perilaku seperti beralih merek atau peningkatan jumlah unit yang dibeli. Salah satu keuntungan dari promosi adalah bahwa mereka dapat merangsang konsumen untuk berpikir dan mengevaluasi merek dan kemungkinan membeli ketika mereka dinyatakan tidak mungkin. Oleh karena itu, banyak pemasar dan pengecer menggunakan berbagai jenis alat-alat promosi dan strategi dalam rangka untuk memahami preferensi konsumen dan meningkatkan penjualan mereka. Di Malaysia, ada dirumuskan rencana untuk mengubah profil internasional negara itu sebagai tujuan belanja (Moon, 2003). Oleh karena itu, tri-acara promosi penjualan tahunan itu mengakibatkan seluruh bangsa dan diskon merupakan salah satu jenis promosi yang parah. Fenomena ini menunjukkan bahwa beberapa konsumen mudah tergoda ketika mereka melihat kata promosi penjualan. Selain penurunan harga, kupon atau rabat yang diberikan oleh pengecer dan alat promosi lainnya seperti sampel gratis, paket bonus dan “beli satu dapat satu gratis” ditemukan merangsang konsumen membeli lebih dari yang mereka harapkan (Gilbert, 1999). Hal ini akhirnya akan mengarah ke konsumsi berlebihan dan membeli produk yang tidak perlu dan tidak berguna. 2. Tujuan dan Signifikan Studi

Penelitian tentang alat pemasaran memang penting untuk memahami alat yang paling mempengaruhi untuk bersaing dengan kompetitor. Melalui informasi ini, pemasar dan pengecer juga bisa merencanakan sumber daya mereka untuk mendapatkan keuntungan maksimum. Jadi penelitian ini bertujuan untuk menyelidiki studi preferensi konsumen pada alat promosi yang berbeda, pemasar dan pengecer akan dapat menyadari perilaku konsumen sehingga mereka dapat memanfaatkan hak dan teknik promosi yang paling efektif untuk menarik pelanggan. Dari perspektif konsumen, penelitian ini akan mengungkapkan sikap konsumen terhadap promosi penjualan dan dengan demikian meningkatkan kesadaran konsumen tentang perilaku mereka yang dipengaruhi oleh promosi penjualan. Hal ini juga menyajikan pemahaman yang lebih baik dan informasi kepada konsumen di mana perilaku pembelian mereka akan terpengaruh secara berbeda karena berbeda jenis alat promosi. 3. Tinjauan Pustaka Promosi adalah salah satu teknik untuk menarik konsumen untuk membeli lebih atau mencoba produk atau jasa. Hasil beberapa promosi termasuk penjualan meningkat, jumlah barang yang digunakan dan menarik konsumen baru. Sebagai contoh, harga promosi mengacu pada penurunan harga sementara yang menawarkan kepada konsumen. William (2002) mengungkapkan bahwa kelas sosial memiliki tekad yang signifikan pada kriteria evaluasi pembelian. Pembentukan sikap, motivasi, nilai orientasi, pendapatan, tingkat sosialisasi selama masa kanak-kanak dan pendidikan akan mempengaruhi kelas sosial seseorang. Menurut Yip (2003), kelas sosial seorang individu secara tidak langsung menunjukkan bahwa pendapatan rendah akan menyebabkan terbatasnya pilihan ketika membuat keputusan pembelian. Daya beli yang tinggi, orang penjualan dan keadaan penjualan berada di antara tiga faktor kunci yang mempengaruhi praktek membeli pakaian impulsif antara wanita konsumen (Naimah & Tan, 1999). 4. Metodologi

Karena kendala waktu dan uang, Universiti Putra Malaysia (UPM), salah satu universitas publik dengan mudah dipilih sebagai lokasi penelitian. Proses pengumpulan data dilakukan di antara para mahasiswa yang mendapatkan akses ke pintu masuk perpustakaan utama di UPM. Tim peneliti telah memilih perpustakaan sebagai lokasi pengumpulan data karena tidak tersedianya daftar siswa mengunjungi perpustakaan dan dengan demikian, adalah mustahil untuk mendapatkan jumlah absolut dari para pengunjung. Untuk pertimbangan ukuran sampel, ada sekitar 25 ribu mahasiswa dalam kampus di universitas pada tahun 2009. Menurut Salant dan Dillman (1994), 96 kasus adalah hanya cukup untuk mewakili sampel total 25 ribu menggunakan pendekatan 50:50 split dan dengan ± 10 kesalahan sampling. Meskipun ini sampel yang kecil mungkin tidak dapat mewakili semua populasi, itu dianggap sebagai sampling tepat karena menggunakan sebuah kelompok yang relatif homogen dan ini sangat membantu untuk meminimalkan kesalahan acak yang mungkin terjadi dalam menggunakan sampel heterogen seperti masyarakat umum (Calder, Philips & Tybout, 1981). 5. Hasil Penelitian dan Pembahasan 5.1 Latar Belakang Demografi Sosial Responden

Sebanyak 150 responden dalam penelitian ini, dengan usia berkisar 19-26 tahun (M = 21,75). Sebagian besar responden berada di usia antara 23 hingga 24 tahun yang adalah 38% sedangkan responden yang antara 19 sampai 20 tahun dan 21 sampai 22 tahun berusia menunjukkan 26,7% dan 33,3% masing-masing. Hanya dua persen dari total responden adalah 25 tahun dan di atas. Mayoritas responden (71,3%) adalah perempuan. Dalam hal etnis, penelitian ini sama-sama memiliki 42,0% dari responden Cina dan Melayu sementara sisanya (16,0%) orang India. Melihat ke sumber-sumber keuangan responden, 36,7% responden menerima uang saku dari orang tua mereka atau dengan beasiswa (10,0%). Untuk pendapatan rumah tangga bulanan, 35,0% responden berada di kisaran RM3, 000 untuk RM4, 000, diikuti oleh RM2, 000 untuk RM2, 999 (28,0%) dan RM1, 000 untuk RM1, 999 (27,0%). Dalam hal pendapatan bulanan dari respodents, mayoritas dari mereka memiliki pekerjaan paruh waktu dan disponsori, sekitar 90,0% dari mereka telah menerima pendapatan bulanan di bawah RM1000. 5.2 Sikap terhadap Harga Diskon

Tabel 1 menunjukkan bahwa persentase lebih tinggi pada jawaban setuju dan sangat setuju pada umumnya. Umumnya, 98,0% dari responden setuju pertama dua pernyataan yang merupakan merek yang menawarkan diskon harga bisa menjadi alasan bagi mereka untuk membeli dan juga membuat mereka merasa mendapatkan membeli barang yang baik. Hanya ada 2,0% responden tidak setuju pada dua pernyataan. Tabel 1 juga menunjukkan bahwa kurang dari separuh responden (40,0%) memiliki sikap yang tidak menguntungkan terhadap harga diskon, dimana ada 60,0% responden memiliki sikap yang menguntungkan terhadap harga diskon. 5.3 Sikap terhadap Kupon

Tabel 1 menunjukkan bahwa pernyataan pertama disepakati oleh sebagian besar responden yang 78,0%. Mereka mengakui bahwa merek menawarkan kupon akan menjadi alasan bagi mereka untuk membeli. Data dalam Tabel 3 menunjukkan bahwa skor keseluruhan sikap terhadap kupon dari responden umumnya dalam kisaran 70,7% responden memiliki sikap yang tidak menguntungkan terhadap kupon. Di sisi lain, hanya ada 29,3% responden memiliki sikap yang menguntungkan terhadap kupon. Ini menunjukkan bahwa hanya 44 dari 150 responden memiliki sikap positif terhadap promosi kupon dalam penelitian ini. 5.4 Sikap terhadap Sampel Gratis

Menurut Tabel 1, mayoritas responden setuju bahwa ketika mereka membeli merek yang menawarkan sampel gratis, mereka merasa telah melakukan pembelian yang baik (72,7%) dan sampel gratis telah memungkinkan mereka untuk membeli produk awal dari yang direncanakan (61,3 %). Berdasarkan Tabel 9, itu membuktikan bahwa mayoritas responden (77,3%) memiliki sikap yang tidak menguntungkan terhadap sampel bebas sementara hanya ada 22,7% responden memiliki sikap yang menguntungkan terhadap sampel gratis. Ini menunjukkan bahwa hanya ada 34 responden (22,7%) dari 150 responden bersedia untuk mengkonsumsi lebih selama promosi penjualan dengan teknik sampel gratis. 5.5 Sikap terhadap “Beli Satu Dapat Satu”

Tabel 1 menggambarkan responden dalam penelitian ini telah sepakat persepsi pada semua delapan pernyataan yang berkaitan dengan alat promosi “beli satu dapat satu”. Hal ini menunjukkan hampir semua responden (96,7%) setuju bahwa merek menawarkan “beli satu dapat satu” bisa menjadi alasan bagi mereka untuk membeli. Selain itu, ada 74,7% dari responden setuju bahwa “beli satu dapat satu” telah memungkinkan mereka untuk membeli merek lain yang tidak mereka beli secara teratur dan 76,7% dari responden setuju bahwa dibandingkan dengan kebanyakan orang, mereka lebih cenderung membeli merek yang menawarkan “beli satu dapat satu”. Dalam Tabel 3, ada 40,7% responden memiliki sikap yang tidak menguntungkan terhadap “beli satu dapat satu” sementara 59,3% responden memiliki sikap yang menguntungkan terhadap “beli satu dapat satu”. 5.6 Perilaku Membeli Responden

Dari Tabel 2, itu menunjukkan bahwa mayoritas responden (96%) setuju secara umum, mereka mencoba untuk mendapatkan kualitas terbaik dan keseluruhan 93,3% dari mereka setuju mereka terlihat sangat hati-hati untuk menemukan nilai terbaik untuk uang. Lebih tepatnya, ada 92,7% responden setuju sekali mereka menemukan produk yang mereka sukai, mereka akan membeli secara teratur dan 90,0% dari mereka hati-hati akan melihat berapa banyak yang mereka belanjakan. Dalam hal pendapatan keluarga bulanan, studi ini menemukan bahwa ada perbedaan yang signifikan antara pendapatan keluarga bulanan dan perilaku pembelian (F = 2,597, p ≤ 0,05). Para responden dengan pendapatan keluarga bulanan di atas 4000 RM memiliki skor rata-rata tertinggi perilaku pembelian (M = 41,15), sedangkan skor rata-rata terendah adalah perilaku pembelian mereka pendapatan keluarga bulanan di bawah RM1000 (M = 37,50). Hasilnya menunjukkan bahwa semakin tinggi pendapatan keluarga bulanan di antara responden, semakin tinggi skor rata-rata dari perilaku pembelian. 5.7 Hubungan antara variabel dipilih dan perilaku pembelian

Hasil uji Korelasi Pearson menunjukkan bahwa ada hubungan yang signifikan antara sikap terhadap diskon harga dan perilaku pembelian antara responden (r = 0,351, p ≤ 0,001) (lihat Tabel 4). Hasil penelitian ini menegaskan kembali bahwa temuan studi sebelumnya oleh, Blackwell, Miniard dan Engel (2001) bahwa diskon harga yang memainkan peran penting dalam mempengaruhi percobaan perilaku pembelian konsumen, dan Smith dan Sinha (2000), harga promosi dapat mendorong perilaku membeli konsumen dan menghasilkan peningkatan jangka pendek dalam penjualan. Studi ini juga menemukan bahwa, ada hubungan yang signifikan antara sikap terhadap sampel bebas dan perilaku pembelian (r = 0,491, p ≤ 0,001). Tabel 5 merangkum hasil analisis regresi berganda dari perilaku membeli. Semua empat variabel yang dipilih yaitu: Harga diskon, kupon, sampel gratis dan “beli satu dapat satu” yang signifikan berhubungan dengan perilaku pembelian adalah kemunduran menggunakan metode hirarkis. Model 2 digunakan untuk dalam menafsirkan perilaku membeli dari responden. Statistik F untuk kebaikan keseluruhan sesuai dengan model 2 adalah 29,554, yang signifikan pada = 0,01. Dalam model 2, diskon harga dan kupon dikeluarkan, + 0,349 (total sampel gratis) + 0,246 (total “beli satu dapat satu”) + eror. Sehingga persamaan perilaku pembelian adalah sama dengan 26,411 Model akhir menjelaskan varians 28,7% dalam membeli perilaku dan ini menunjukkan bahwa sekitar 30,0% dari variabel dependen yang dijelaskan oleh dua faktor. Dari dua variabel, sampel gratis total ( = 0,342) lebih berpengaruh bahwa total “beli satu dapat satu” ( = 0,260). Hasil ini menunjukkan bahwa responden yang menyukai sampel gratis dan “beli satu dapat satu” akan membuat responden untuk berbelanja lebih. 6. Implikasi, Rekomendasi dan Kesimpulan 6.1 Implikasi

Hasil penelitian ini memiliki beberapa implikasi yang akan bermanfaat bagi pemasar, konsumen dan penelitian masa depan. Dari perspektif pemasar, mereka dapat memiliki pemahaman yang lebih baik tentang perilaku siswa UPM membeli sehingga mereka lebih baik dapat memprediksi kebutuhan dan keinginan konsumen potensial. Selain itu, penelitian saat ini membuat konsumen lebih sadar mudah mempengaruhi perilaku mereka untuk promosi penjualan karena ada pemahaman yang lebih baik dan informasi kepada konsumen di mana mereka merespon secara berbeda karena berbeda jenis alat promosi. Penelitian ini juga menciptakan kesadaran konsumen untuk membuat analisis yang cermat sebelum mereka memutuskan untuk membeli produk dan jasa. Oleh karena itu, konsumen akan menyadari pentingnya memahami perubahan lingkungan dan memperbarui diri dari waktu ke waktu (Hing, 2008). Akhirnya, konsumen diuntungkan melalui studi ini dan menjadi lebih cerdas hari demi hari. Penelitian ini juga berguna untuk akademisi di mana studi saat ini bisa berfungsi sebagai referensi dan dapat memberikan beberapa panduan bagi para peneliti yang ingin belajar tentang topik yang sama. 6.2 Rekomendasi

1. Para peneliti masa depan disarankan untuk meningkatkan berbagai ukuran sampel terutama pada usia responden untuk mengurangi kesalahan untuk tujuan generalisasi hasil untuk populasi yang lebih luas. 2. Para peneliti masa depan mungkin lebih lingkup untuk menduplikasi studi di lingkungan yang berbeda dan lokasi geografis yang berbeda. 3. Para peneliti masa depan disarankan untuk menggunakan teknik wawancara dalam melakukan penelitian terutama di tempat di mana transaksi terjadi. 4. Para peneliti masa depan disarankan untuk menentukan alat promosi lain seperti rabat, undian, premi paket dan sebagainya. 6.3 Kesimpulan

Kesimpulannya, sikap konsumen terhadap alat promosi yang berbeda pada perilaku pembelian yang menguntungkan. Ini menunjukkan bahwa penjualan alat-alat promosi adalah suplementer atau pelengkap untuk bisnis yang ada sebagai strategi pemasaran tambahan. Penelitian ini menunjukkan bahwa perilaku pembelian konsumen termotivasi oleh beberapa jenis faktor, termasuk sosial-demografi, alat-alat promosi seperti diskon harga, kupon, sampel gratis dan ” beli satu dapat satu “.

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International Journal : Behaviour Marketing PUBLISHED OCTOBER 24, 2011 BY KANIA SEKAR ASIH

Simulation of Sales Promotions towards Buying Behavior among University Students Syuhaily Osman Centre of Excellent for Sustainable Consumption Studies Human Ecology, Universiti Putra Malaysia PO box 43400, Serdang, Selangor, Malaysia E-mail: [email protected] Benjamin Chan Yin Fah Centre of Excellent for Sustainable Consumption Studies Human Ecology, Universiti Putra Malaysia PO box 43400, Serdang, Selangor, Malaysia E-mail: [email protected] Yeoh Sok Foon Management & Information Technology, UCSI University No. 1, Jalan Menara Gading, UCSI Heights 56000, Cheras, Kuala Lumpur, Malaysia E-mail: [email protected] Received: May 8, 2011 Accepted: June 12, 2011 doi:10.5539/ijms.v3n3p78 Abstract

The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = 1.569, p > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (F = 2.597, p ≤ 0.05). There were significant relationship between attitude towards price discounts (r = 0.351, p ≤ 0.01), coupons (r = 0.392, p ≤ 0.01), free samples (r = 0.491, p ≤ 0.01) and “buy-one-get-one-free” (r = 0.456, p ≤ 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that free samples and buy-one-get-one-free explained 28.7% variance in buying behaviour of the respondents. The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit. Keywords: Sales promotion, Buying behavior, University students 1. Background of Study

Many purchase situations are so habitual that consumers conduct very little cognitive activity (Wathieu & Murre,2007). In such cases, it is hard to motivate behaviors such as brand switching or increases in the number of units purchased. One of the advantages of promotions is that they can stimulate consumers to think and evaluate brands and purchase possibilities when they otherwise may not have. Therefore, many marketers and retailers utilize different kinds of promotion tools and strategies in order to understand the preference of consumers and boost their sales. In Malaysia, there is formulated plan to turn the country’s international profile as a shopping destination (Moon, 2003). Hence, a tri-annual sales promotion event was resulted across nation and discount is one of the severe promotions type. The tri-annual sales promotion event is call as Malaysia Mega Sales Carnival (MMSC), launched in March, August and December every year (Faiz, 2009). Normally, MMSC may attract more customers spend their money, make consumption and purchase the products they wish during this super save period as the they believed that during the sales promotion, prices of all products are cheaper than usual. This phenomenon shows that some of the consumers are easily tempted when they see the word of sales promotion. Other than price reductions, coupon or rebate given by the retailer and other promotional tools like free sample, bonus pack and “buy one get one free” were found to be inducing consumer buy more than they expect (Gilbert, 1999). What are more crucial now are consumers themselves not aware the influence of sales promotion on their buying behavior and especially little is understood about their responds to the various promotional strategies practice by marketers. This will eventually lead to over-consuming and buy the products which are not necessary and useless. 2. Purpose and Significant of Study

Research on marketing tools is indeed important to understand the most influencing tools to compete with competitors. Through this information, marketers and retailers could well plan their resources to gain the maximum profit. Thus this study aim to investigate the preference of consumer on different promotional tools, marketers and retailers will able to aware of the consumer behavior so that they can utilize the right and the most effective promotion technique to attract customers. From the consumer perspective, this study will reveal the consumer attitude toward sales promotion and thus raise the awareness of consumers about their behavior that influenced by sales promotion. It also presents better understanding and information to consumers where their purchase behavior will be affected differently due to different type of promotional tools. 3. Literature Review

Promotion is one of the techniques to attract consumers to purchase more or try a product or service. Severe outcomes of promotion included sales increased, quantity of stock used and attract new consumers. For example, price promotion refers to temporary price reduction which offers to consumers. The characteristic is the retailer would label a specific percentage or cash saving for the products or services. Previous studies indicated that a sudden increase of sales would experience by retailers because of price-conscious of consumers (Banks & Moorthy, 1999; Kopalle & Mela, 1999; Smith & Sinha, 2000; Gilbert & Jackaria, 2002). According to Blackwell, Miniard and Engel (2001), price discounts played significant roles in influencing consumer product trial behavior by which indirectly attract new consumer. In term of coupon promotions, those consumers obtained coupon are entitled to get discount of the products at its original price (Ndubisi & Chew, 2006). Previous study found that coupon promotions do not have significant effect on volume of product purchase by consumer (Gilbert & Jackaria’s, 2002). Later, a study conducted by Ndubisi and Chew (2006) at Malaysia has re-affirmed the statement by Gilbert and Jackaria’s (2002). They also reported that coupon promotion was among the least used and unpopular promotional tools by consumers. However, the results in Dotson’s (2001) research proved that women report being more likely to use only coupons than men (p < 0.05) and the youngest age group (less than 25 years old) reports a higher possibility of taking advantage of bonus packs (p < 0.05), price deals (p < 0.05) and samples (p < 0.05) than the age group of 35 to 54 respectively. According to Kardes (1999), marketing managers aware of product trial related to behavioral experience of consumers towards a product. Thus, sending free sample take place in promotional tools. Free samples refers to consumers are giving a free small sample of the product so that consumers have the chance to try and use the product. Shimp (2003) reported that a free sample had influence on consumer’s buying behavior while Gilbert and Jackaria (2002) have shown otherwise. Free sample was positively related to immediate sales of that particular (Lammers, 1991). Promotion technique of “buy-one-get-one-free” is one of the types of bonus packs in which the consumers are offered the additional product at the ordinary price but are in an enhanced package. Consumer would be easily persuaded to buy products as there is no extra cost need and more valuable perceived by consumers (Sinha & Smith, 2000). Besides, this promotion technique would beneficial to retailers in speed up the stock clearance compared to price promotions (Li, Sun & Wang, 2007). Relating with buying behavior, consumers usually have endless demand to fulfill their needs and satisfaction to obtain something new or better as every individual has their own behavior, attitude and thought while choosing products, services and making purchase decision. Consequently, there is a large body of literature, which has examined consumers buying behavior and the studies have reported that many factor would influence consumer behavior whether buy or not to buy a product. According to Smelser and Baltes (2001), most of the daily life activities dominated by buying goods behavior and also experience which gained from the place such as shopping centers, city centre, shops, recreational park, tourism centre and so on, where some stimulation radius can be stimulated. William (2002) revealed that social class has significant determination on purchase evaluation criteria. Attitude formation, motivation, value orientation, income, socialization during childhood and education levels will influence one’s social class. According to Yip (2003), social class of an individual indirectly shows that low income would cause limited choice when making purchase decisions. High purchasing power, sales person and sales circumstances was among three key factors which influenced impulsive clothes buying practice among women consumer (Naimah & Tan, 1999). 4. Methodology

Due to time and money constraint, Universiti Putra Malaysia (UPM), one of the public universities was conveniently selected as location of study. The data collection process was conducted among the students who get access to the library main entrance in UPM. The team of researcher has chosen library as location of data collection because of the unavailability of the list students visiting the library and thus, it is impossible to get the absolute number of the patrons. For sample saiz consideration, there are about 25 thousand in-campus students in the university in year 2009. According to the Salant and Dillman (1994), 96 cases is just sufficient to represent the total sample of 25 thousand using 50:50 split approach and with ±10 sampling error. Even though this small sample might not able to representative of all the population, it is considered as appropriate sampling because of using a relatively homogeneous group and this is helpful to minimize random error that might occur in using a heterogeneous sample such as the general public (Calder, Philips & Tybout, 1981). To be specific, every 5th student who enters the library main entrance was selected to answer the questionnaire, consequently the sampling units would be 5, 10, 15, 20, and so on until a total of 150 cases were selected. Pilot study had been done before the actual study take place. The purpose of pilot study was to assess the reliability of the instruments that used in actual study. For this research, the pilot test had involved a total of 25 students in order to ensure that the question were understandable by the actual respondents. In addition, pre-test allowed the researcher to improve confidence and to make sure that the items that existed in questionnaire was suiting the study’s requirement. 4.1 Instrumentation The present study used the questionnaire as the instrument of the study. The questionnaire was divided into three parts that were background of the respondents, the respondent’s attitude and perception with regards to different promotional tools and buying behavior of respondents. In first part of questionnaire, each respondent was asked

to answer both open-ended and close-ended questions. Open-ended questions allowed respondents to generate an answer without limitations such as age and family monthly income. On the other hand, close-ended questions required respondents to select from a set of answer already provided such as gender and race. Second part of the questionnaire was consisted of thirty two items where each different promotional tool was measured using eight items. The items developed to determine respondent’s attitude towards different promotional tools. There were four different promotional tools tested (i.e., price discounts, coupons, free samples and “buy-one-get-one-free”). Respondents were required to give a respond on a four point ordinal scale (strongly disagree, disagree, agree, strongly agree). The last of the questionnaire was also used four points ordinal scale (strongly disagree, disagree, agree, strongly agree) where there were thirteen items measuring the consumer’s buying behavior, adopted from Bakewell and Mitchell study. In the addition, the responses are given from one point in one end to four points in the other end. The Statistical Package for Social Science (SPSS) version 16.0 was used to analyze data. For analytical purposes, each scale of the total attitude score (price discounts, coupon discount, free samples and buy-one-get-one-free approach) were categorized into two categorized, solely based on the mean score of each measurement. The reliability for attitude towards price discounts scale was 0.752 while the reliability of attitude towards coupons scale was 0.827. Furthermore, the reliability for attitude towards free samples scale was 0.862 and the reliability for attitude towards “buy-one-get-one-free” scale was 0.806. Buying behavior scale had achieved reliability of 0.680. These five instruments had achieved acceptable reliability for business and social science research. 5. Research Finding and Discussion 5.1 Respondents’ Socio-Demographic Background

A total of 150 respondents in this study, with the age ranges from 19 to 26 years old (M = 21.75). Most of the respondents were in the age between 23 to 24 years old which was 38% while the respondents who were between 19 to 20 years old and 21 to 22 years old showed 26.7% and 33.3% respectively. Only two percent of the total respondents were 25 years old and above. Majority of the respondents (71.3%) were female. In term of ethnicity, this study equally has 42.0% of Chinese and Malay respondents while the remaining (16.0%) were Indian. Looking into the financial sources of respondents, 36.7% of respondents received pocket money from their parent or by scholarship (10.0%). For the household monthly income, 35.0% of the respondents were in the range of RM3,000 to RM4,000, followed by RM2,000 to RM2,999 (28.0%) and RM1,000 to RM1,999 (27.0%). In term of monthly income of the respodents, majority of them have part time job and being sponsored, about 90.0% of them have received monthly income below RM1000. 5.2 Attitude towards Price Discounts

Table 1 demonstrated that higher percentages in responses of agree and strongly agree in general. Generally, 98.0% of the respondents agreed first two statements that are a brand which offer price discount could be a reason for them to buy and also make them feel they are getting a good buy. There were only 2.0% of the respondents disagreed on these two statements. In addition, majority of the respondents have favourite brands, but most of the time they buy a brand that offers price discount (85.3%) and agreed that promotions in the form of price discount has allowed them to buy the product earlier than planned (87.3%). However, there are more than half of the respondents (53.3%) disagreed that they usually buy the same brand even when they have a price discount on the other brands. This statement was supported by Gupta (1988), which he suggested that sales promotion was very effective in attracting consumer of other brands competitor. Furthermore, findings from Bucklin, Gupta and Siddarth (1998) also indicated that price discounts induced households to switch brands and buy earlier than planned. This study also interested in indentifying about the category of attitude towards price discounts. The scale of the total attitude towards price discounts was then categorized into two equal groups. Respondents who scored above the mean scale (23 point) were categorized as having favourable attitude towards price discounts and respondents who scored below of the mean scale were categorized as having unfavourable attitude towards price discounts. Table 1 showed that less than half of the respondents (40.0%) had unfavourable attitude towards price discounts, where as there were 60.0% of the respondents have favourable attitude towards price discounts. 5.3 Attitude towards Coupons

Table 1 indicated that the first statement was agreed by most of the respondents which were 78.0%. They acknowledged that a brand offers coupon would be a reason for them to buy. It followed by 73.4% of the respondents agreed when they buy a brand that offers coupon, they feel they are getting a good buy and also 66.0% of them usually buy the same brand even when they have a coupon on the other brands. While in the statement of “I have favourite brands, but most of the time I buy a brand that offers coupon”, there were least people agreed on this statement which was only 42.0% versus 58.0% of the respondents disagreed this statement. This is proved by the research of Gilbert and Jackaria (2002) who reported that coupon ranked last as the promotional least widely used by consumer. The data in Table 3 showed that the score of total attitude towards coupons of the respondents were commonly in range of lower than 23 points which were 70.7% of the respondents have unfavourable attitude towards coupons. On the other hand, there was only 29.3% of the respondents have favourable attitude towards coupons. This indicated that only 44 from 150 respondents have positive attitude towards coupons promotion in this research. 5.4 Attitude towards Free Samples

According to Table 1, majority of the respondents were agreed that when they buy a brand that offers free sample, they feel they were getting a good buy (72.7%) and a free sample has allowed them to buy the product earlier than planned (61.3%). There was also some statements have not much differences in the percentage between both groups which are agreed and disagreed were not significant. For example, 43.3% of the respondents agreed that “A free samples has allowed them to buy more quantities of the same product” versus 56.7% of the respondents disagreed this statement. However, Shimp (2003) reported that free sample had influence on consumers’ buying behavior. As presented by Table 3, the scale of the total attitude towards free samples score cut point for two equal groups was 23 points which mean the group who scored higher than the mean scale of 23 has favorable attitude towards free samples and respondents who scored below of the mean scale were classified as having unfavorable attitude towards free samples. Based on Table 9, it proved that majority of the respondents (77.3%) have unfavorable attitude towards free samples while there were only 22.7% of the respondents have favorable attitude towards free samples. This showed that there were only 34 respondents (22.7%) out of the 150 respondents willing to consume more during the sales promotion with free samples technique. 5.5 Attitude towards “Buy-One-Get-One-Free”

Table 1 illustrated the respondents in this study have agreed perception on all of the eight statements related to “buy-one-get-one-free” promotion tool. It showed that the percentage of the respondents who agreed on the statements was more or higher than respondents who disagreed on it. For example, almost all of the respondents (96.7%) agreed that a brand offers “buy-oneget-one-free” could be a reason for them to buy. Besides, there were 74.7% of the respondents agreed that a “buy-one-get-one-free” has allowed them to buy another brand which they do not regularly buy and 76.7% of the respondents concurred that compared to most people, they are more likely to buy brands that offers “buy-one-get-one-free”. The result of present study was consistent with the result from Li, Sun and Wang’s (2007) study which found that extra product promotions would speed up clearance sales more than do price promotions. Based on Table 1, it presented the scale of the attitude towards buy-one-get-one-free cut point for two equal groups were 23. Respondents who scored below the mean scale (≤ 23 points) of the attitude towards buy-one-get-one-free were categorized as having unfavorable attitude where as respondents who scored above the mean scale (>23 points) were categorized as having favorable attitude towards buy-one-get-one-free. In Table 3, there were 40.7% of the respondents have unfavorable attitude towards buy-one-get-one-free while 59.3% of the respondents have favourable attitude towards buy-one-get-one-free. 5.6 Respondents’ Buying Behavior

According to Brown (2007), buying behavior refers to the decision processes and acts of people involved in buying and using products. There were total of 13 statements used to examine the respondents’ buying behavior. The responses were scored by four point ordinal scale. Table 2 indicated the descriptive analysis of each question for buying behavior. The analysis had been divided into two levels of buying behavior: agree and disagree. From Table 2, it showed that majority of the respondents (96%) agreed in general, they try to get the best overall quality and 93.3% of them agreed they look very carefully to find the best value for money. More to the point, there were 92.7% of respondents agreed once they find the product they like, they will buy it regularly and 90.0% of them would carefully watch how much they spend. Among the 13 statements, the statement of “I normally shop quickly, buying the first product or brand I find that seems good enough” agreed by most least respondents which were 64.7% of respondents. The results of buying behavior level as shown in Table 3. Equal range was used to categorize the buying behavior that is low and high level. Respondents who under 37 points and above were categorized as having high levels of buying behavior and vice versa. There were 24.0% of respondents in category of low level buying behavior and 76.0% of respondents have high level of buying behavior. The respondents, who have high level of buying behavior normally, have high level of involvement where they are paying more attention towards sales promotion (Raaij et al, 2001). The result of Independent Samples T-test showed that there was no significant difference between buying behavior and gender (t = 1.569, p > 0.05). It was consistent with previous study by Chu (2006). However, the mean score of buying behavior of male (M = 40.63) respondents is slightly higher tha female respondents (M = 39.51). In term of family monthly income, this study found that there was a significant difference between family monthly income and buying behavior (F = 2.597, p ≤ 0.05). The respondents with family monthly income above RM 4000 had the highest mean score of buying behavior (M = 41.15) while the lowest mean score of buying behavior was those family monthly income below RM1000 (M = 37.50). The result indicated that the higher the family monthly income among respondents, the higher the mean scores of buying behavior. 5.7 The relationship between the selected variables and buying behavior

The result of Pearson Correlation test revealed that there was a significant relationship between attitude towards price discounts and buying behavior among respondents (r = 0.351, p ≤ 0.001) (refer to Table 4). The results of this study reaffirmed that findings of previous study by, Blackwell, Miniard and Engel (2001) that price discounts play significant roles in influencing consumers’ purchase trial behavior, and Smith and Sinha (2000), price promotions can induced consumers’ buying behavior and result in a short term increases in sales. There was a significant relationship between attitude towards coupons and buying behavior (r = 0.392, p ≤ 0.001). The result of this study was inconsistent with previous study in Kota Kinabalu, Malaysia which found that coupons have no significant relationship on product trial purchase (Ndubisi & Chew, 2006). This may caused by locality difference. This study also found that, there was a significant relationship between attitude towards free samples and buying behavior (r = 0.491, p ≤ 0.001). The result is consistent with Shimp (2003) that a free sample had influence on consumers’ buying behavior. Besides, Lammers (1991) also verified that free samples did have a positive impact on immediate sales of the product. Lastly, there was a significant relationship between attitude towards “buy-one-get-one-free” and buying behavior (r = 0.456, p ≤ 0.001). It showed that the promotion tools with “buy-one-get-one-free” did attract and induce consumers’ favarouble attitude on buying behavior. Table 5 summarizes results of a multiple regression analyses of the buying behaviour. All the four selected variables namely: price discounts, coupons, free samples and buy-one-get-one-free which significantly related to buying behaviour was regressed using hierarchical method. Model 2 was used to in interpreting the buying behaviour of the respondents. The F statistic for the overall goodness of fit of model 2 is 29.554, which is significant at =0.01. In model 2, price discounts and coupons were excluded, thus the equation of the buying behaviour is equal to 26.411 + 0.349 (total of free sample) + 0.246 (total of buy-one-get-one free) + error. This final model explained 28.7% variance in buying behaviour and this indicated that about 30.0% of the dependent variable was explained by the two factors. Of the two variables, total free sample ( = 0.342) was more influential that total of buy-one-get-one free ( = 0.260). This result indicated that respondents would free samples and buy-one-get-one-free would lead the respondents to spend more. 6. Implications, Recommendations and Conclusions 6.1 Implications

Every consumer has their own personal characteristic especially in choosing and making purchase decision. With the growing number of sales promotion, it is important to determine the consumers’ perception towards their buying behavior. Besides, this study also examines several factors which included socio-demographic background (gender and family monthly income) and attitude towards four different promotional tools on buying behavior. From the findings, it was noticed that consumers were respond positively to the various promotional tools that promoted by the marketers. It is because consumers are believed that during the sales promotion, prices of all products are cheaper than usual and they felt they are getting a good buy. It meant that the more positive or favourable the attitude towards promotional tools, the more increasing possibility consumers make purchase decision during sales promotion. Gender was found to have no significant difference on buying behavior but family monthly income shown there was a significant difference on buying behavior. The results of this study have several implications that would be beneficial to marketers, consumers and future research. From the marketer’s perspective, they can have a better understanding of UPM students’ buying behavior so that they can better predict the wants and needs of potential consumers. The information derived from this research enable marketers to aware of the consumer behavior. It will help them utilize the right and the most effective promotion technique to attract customers. Moreover, the study from Ndubisi and Chew (2006) also supported that by offering the right promotional tools, it can help organizations carefully plan their promotional strategies by giving preference to the more effective tools. It is vital because the precise marketing strategies decision assists the company to minimize cost and maximize their profit. In addition, the current research made consumers more aware of their easily influence behavior to sales promotion because it present better understanding and information to consumers where they respond differently due to different type of promotional tools. The research also created consumer awareness to make careful analysis before they decide to buy products and services. Hence, the consumers will realize the importance of understand the changing environment and update themselves from time to time (Hing, 2008). Finally, consumers were benefited through this study and becoming smarter day by day. This study was also useful to academicians where current study could serve as a reference and may provide some guides for researchers who would like to study about the same topic. 6.2 Recommendations

Although this research has taken vital steps to identify the factors that influence buying behavior, it also has certain limitations. Firstly, the limitation of the data prevents further exploration of the study. There was an age limit and only 150 respondents have been participated in this study. The respondents were almost homogenous for age types because there were between 19 to 26 years old and represent early adulthood only. Different stages of life cycles of respondents would yield different results. Therefore, future researchers are suggested to increase the sample size variety especially in respondents’ age to decrease the error for the purpose of the generalizing result to a wider population. They can do comparison among early, middle and late adolescents in regards to buying behavior.

Secondly, future researchers may further scope to duplicate the study in different environment and different geographical locations. Different environment played a significant factor that influence respondents behavior specifically workplace, supermarkets and shopping complexes or malls. Working individuals could behave in a different manner compared with this sample. Besides, the individuals who do not have occupation such as housewife and retired person may also behave differently because the understanding and experience of respondents towards the questions might influence their answers. Since this study was conducted in Universiti Putra Malaysia, it could not represent other people in urban or rural areas where the quality of life is different.

Thirdly, future researchers are suggested to use interview technique in doing research especially at the place where transactions happen. This will enable the researchers obtain an accurate information based on the respondents’ fresh memory. Last but not least, this research has only examines four promotional tools that influence buying behavior. Future researchers are suggested to determine other promotional tools such as rebates, sweeptakes, in pack premiums and so forth. Besides, the study can also specify in category of products or services to have more focus information.

However, for more meaningful findings the different promotional tools can be investigate together rather than separately so that the interactions among them can be better understand. As a result, it can assist marketers and consumers understand other promotional tools that may influence the buying behavior. 6.3 Conclusions

Sales promotions play an important role in the marketing programs of marketers and retailers. A large percentage of marketers’ sales are made on promotion. This situation is becoming apparently when the financial crisis and economic downturn happened in 2008. The marketers are rather use variety of promotional tools to offers consumers an extra inducement to buy their products than advertising in classic media. It is supported by the research from Cuizon (2009) who stated that sales promotions are not only effective in attaining short-term sales as they are also more cost-effective compared to other integrated marketing communications tools such as advertising. In conclusion, the consumers’ attitude towards different promotional tools on buying behavior is favourable. It showed that sales promotion tools are supplementary or complementary to existing business as an additional marketing strategy. This research demonstrated that consumers’ buying behavior were motivated by multiple types of factors, including socio-demography, promotional tools such as price discounts, coupons, free samples and “buy-oneget-one-free”. In addition, the framework provides new insights into the understanding of how UPM students respond to various promotional tools offered by marketers and the impacts on their buying behavior, which may be essential for marketers in order to utilize accurate marketing strategies to promote products. References Bakewell, C., and Mitchell, V. W. (2003). Generation Y Female Consumer Decision-Making Styles. International Journal of Retail and Distribution Management, 31(2), 95-106. doi:10.1108/0959055031046199, http://dx.doi.org/10.1108/0959055031046199 (http://dx.doi.org/10.1108/0959055031046199). Banks, J., and Moorthy, S. (1999). A Model of Price Promotion. International Journal of Industrial Organization, 17, 371-98. doi:10.1016/S0167-7187(97)00033-7, http://dx.doi.org/10.1016/S0167-7187(97)00033-7 (http://dx.doi.org/10.1016/S0167-7187(97)00033-7). Blackwell, R. D. Miniard, P. W., and Engel, J. F. (2001). Consumer Behavior. Forth Worth, TX: Harcourt College Publisher. Brown, A. (2007). Consumer Buying Behavior. [Online] Available: http://www.udel.edu/alex/chapt6.html (http://www.udel.edu/alex/chapt6.html) (August 27, 2009). Bucklin, R., Gupta, S., and Siddarth, S. (1998). Determining segmentation in Sales Response Across Consumer Purchase Behaviors. Journal of Marketing Research, 35(2), 189. Chu, K. W. (2006). Tingkah Laku Remaja Cina dalam Pembelian Pakaian, Serdang, Selangor: Penerbit UPM.

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Perilaku Konsumen PUBLISHED OCTOBER 9, 2011 BY KANIA SEKAR ASIH BAB I PENDAHULUAN

Pengertian Perilaku konsumen adalah proses dan aktivitas ketika seseorang berhubungan dengan pencarian, pemilihan, pembelian, penggunaan, serta pengevaluasian produk dan jasa demi memenuhi kebutuhan dan keinginan. Perilaku konsumen merupakan hal-hal yang mendasari konsumen untuk membuat keputusan pembelian. Konsumen adalah seseorang yang menggunakan barang atau jasa. Konsumen diasumsikan memiliki informasi atau pengetahuan yang sempurna berkaitan dengan keputusan konsumsinya. Mereka tahu persis kualitas barang, kapasitas produksi, teknologi yang digunakan dan harga barang di pasar. Mereka mampu memprediksi julah penerimaan untuk suatu periode konsumsi. Berikut ini adalah wujud dari konsumen. 1. Personal Consumer Konsumen ini membeli atau menggunakan barang atau jasa untuk penggunaannya sendiri. 2. Organizational Consumer Konsumen ini membeli atau menggunakan barang atau jasa untuk memenuhi kebutuhan dan menjalankan organisasi tersebut. Pendekatan Perilaku Konsumen Pendekatan perilaku konsumen terbagi dua yaitu: 1. Teori Kardinal ( Cardinal Theory) Teori Kardinal menyatakan bahwa kegunaan dapat dihitung secara nominal,sebagaimana kita menghitung berat dengan gram atau kilogram,panjang dengan centimeter atau meter. Sedangkan satuan ukuran kegunaan (utility) adalah util. Keputusan untuk mengkonsumsi suatu barang berdasarkan perbandingan antara manfaat yang diperoleh dengan biaya yang harus dikeluarkan. Nilai kegunaan yang diperoleh dari konsumsi disebut utilitas total (TU). Tambahan kegunaan dari penambahan suatu unit barang yang dikonsumsi disebut utilitas marjinal (MU). Total uang yang harus dikeluarkan untuk konsumsi adalah jumlah unit barang dikalikan harga per unit.

2. Teori Ordinal ( Ordinal Theory ) a. Kurva Indiferensi ( Indiference Curve ) Menurut Teori Ordinal, kegunaan tidak dapat dihitung tetapi hanya dapat dibandingkan, sebagaimana kita menilai kecantikan atau kepandaian seseorang. Untuk menjelaskan pendapatnya, Teori Ordinal menggunakan kurva indiferensi (indiferensi curve). Kurva indiferensi adalah kurva yang menunjukkan berbagai kombinasi konsumsi dua macam barang yang memberika tingkat kepuasan yang sama bagi seorang konsumen. Suatu kurva indiferensi atau sekumpulan kurva indiferensi (yang disebut peta indiferensi atau indifference map), dihadapi oleh hanya seorang konsumen. Asumsi-asumsi Kurva Indiferensi : 1) Semakin jauh kurva indiferensi dari titik origin, semakin tingi tingkat kepuasannya. 2) Kurva indiferensi menurun dari kiri ke kanan bawah ( downward sloping ), dan cembung ke titik origin ( convex to origin) atau adanya kelangkaan. 3) Kurva indiferensi tidak saling berpotongan agar asumsi transitivitas terpenuhi b. Kurva Garis Anggaran ( Budget Line Curve ) Garis Anggaran (budget line) adalah kurva yang menunjukkan kombinasi konsumsi dua macam barang yang membutuhkan biaya (anggaran) yang sama besar. Misalnya garis anggaran dinotasikan sebagai BL, sedangkan harga sebagai P ( Px untuk X dan Py untuk Y ) dan jumlah barang yang dikonsumsi adalah Q ( Qx untuk X dan Qy untuk Y ), maka: BL = Px.Qx + Py.Qy

c. Perubahan Harga Barang dan Pendapatan Perubahan harga dan pendapatan akan mempengaruhi daya beli, diukur dari besar luas bidang segi tiga yang dibatasi kurva garis anggaran. Bila luas bidang segitiga makin luas,maka daya beli meningkat,begitu juga sebaliknya.

Faktor yang Mempengaruhi Perilaku Konsumen 1. Faktor Sosial a. Grup Sikap dan perilaku seseorang dipengaruhi oleh banyak grup-grup kecil. Kelompok dimana orang tersebut berada yang mempunyai pengaruh langsung disebut membership group. Membership group terdiri dari dua, meliputi primary groups (keluarga, teman, tetangga, dan rekan kerja) dan secondary groups yang lebih formal dan memiliki interaksi rutin yang sedikit (kelompok keagamaan, perkumpulan profesional dan serikat dagang). (Kotler, Bowen, Makens, 2003, pp. 203-204). b. Pengaruh Keluarga Keluarga memberikan pengaruh yang besar dalam perilaku pembelian. Para pelaku pasar telah memeriksa peran dan pengaruh suami, istri, dan anak dalam pembelian produk dan servis yang berbeda. Anak-anak sebagai contoh, memberikan pengaruh yang besar dalam keputusan yang melibatkan restoran fast food. (Kotler, Bowen, Makens, 2003, p.204). c. Peran dan Status Seseorang memiliki beberapa kelompok seperti keluarga, perkumpulan-perkumpulan, organisasi. Sebuah role terdiri dari aktivitas yang diharapkan pada seseorang untuk dilakukan sesuai dengan orang-orang di sekitarnya. Tiap peran membawa sebuah status yang merefleksikan penghargaan umum yang diberikan oleh masyarakat (Kotler, Amstrong, 2006, p.135).

2. Faktor Personal a. Situasi Ekonomi Keadaan ekonomi seseorang akan mempengaruhi pilihan produk, contohnya rolex diposisikan konsumen kelas atas sedangkan timex dimaksudkan untuk konsumen menengah. Situasi ekonomi seseorang amat sangat mempengaruhi pemilihan produk dan keputusan pembelian pada suatu produk tertentu (Kotler, Amstrong, 2006, p.137). b. Gaya Hidup Pola kehidupan seseorang yang diekspresikan dalam aktivitas, ketertarikan, dan opini orang tersebut. Orang-orang yang datang dari kebudayaan, kelas sosial, dan pekerjaan yang sama mungkin saja mempunyai gaya hidup yang berbeda (Kotler, Amstrong, 2006, p.138) c. Kepribadian dan Konsep Diri Personality adalah karakteristik unik dari psikologi yang memimpin kepada kestabilan dan respon terus menerus terhadap lingkungan orang itu sendiri, contohnya orang yang percaya diri, dominan, suka bersosialisasi, otonomi, defensif, mudah beradaptasi, agresif (Kotler, Amstrong, 2006, p.140). Tiap orang memiliki gambaran diri yang kompleks, dan perilaku seseorang cenderung konsisten dengan konsep diri tersebut (Kotler, Bowen, Makens, 2003, p.212). d. Umur dan Siklus Hidup Orang-orang merubah barang dan jasa yang dibeli seiring dengan siklus kehidupannya. Rasa makanan, baju-baju, perabot, dan rekreasi seringkali berhubungan dengan umur, membeli juga dibentuk oleh family life cycle. Faktor-faktor penting yang berhubungan dengan umur sering diperhatikan oleh para pelaku pasar. Ini mungkin dikarenakan oleh perbedaan yang besar dalam umur antara orang-orang yang menentukan strategi marketing dan orang-orang yang membeli produk atau servis. (Kotler, Bowen, Makens, 2003, pp.205-206) e. Pekerjaan Pekerjaan seseorang mempengaruhi barang dan jasa yang dibeli. Contohnya, pekerja konstruksi sering membeli makan siang dari catering yang datang ke tempat kerja. Bisnis eksekutif, membeli makan siang dari full service restoran, sedangkan pekerja kantor membawa makan siangnya dari rumah atau membeli dari restoran cepat saji terdekat (Kotler, Bowen,Makens, 2003, p. 207).

3. Faktor Psikologi a. Motivasi Kebutuhan yang mendesak untuk mengarahkan seseorang untuk mencari kepuasan dari kebutuhan. Berdasarkan teori Maslow, seseorang dikendalikan oleh suatu kebutuhan pada suatu waktu. Kebutuhan manusia diatur menurut sebuah hierarki, dari yang paling mendesak sampai paling tidak mendesak (kebutuhan psikologikal, keamanan, sosial, harga diri, pengaktualisasian diri). Ketika kebutuhan yang paling mendesak itu sudah terpuaskan, kebutuhan tersebut berhenti menjadi motivator, dan orang tersebut akan kemudian mencoba untuk memuaskan kebutuhan paling penting berikutnya (Kotler, Bowen, Makens, 2003, p.214). b. Persepsi Persepsi adalah proses dimana seseorang memilih, mengorganisasi, dan menerjemahkan informasi untuk membentuk sebuah gambaran yang berarti dari dunia. Orang dapat membentuk berbagai macam persepsi yang berbeda dari rangsangan yang sama (Kotler, Bowen, Makens, 2003, p.215). c. Pembelajaran Pembelajaran adalah suatu proses, yang selalu berkembang dan berubah sebagai hasil dari informasi terbaru yang diterima (mungkin didapatkan dari membaca, diskusi, observasi, berpikir) atau dari pengalaman sesungguhnya, baik informasi terbaru yang diterima maupun pengalaman pribadi bertindak sebagai feedback bagi individu dan menyediakan dasar bagi perilaku masa depan dalam situasi yang sama (Schiffman, Kanuk, 2004, p.207). d. Beliefs and Attitude Beliefs adalah pemikiran deskriptif bahwa seseorang mempercayai sesuatu. Beliefs dapat didasarkan pada pengetahuan asli, opini, dan iman (Kotler, Amstrong, 2006, p.144). Sedangkan attitudes adalah evaluasi, perasaan suka atau tidak suka, dan kecenderungan yang relatif konsisten dari seseorang pada sebuah obyek atau ide (Kotler, Amstrong, 2006, p.145).

4. Faktor Kebudayaan Nilai-nilai dasar, persepsi, keinginan, dan perilaku yang dipelajari seseorang melalui keluarga dan lembaga penting lainnya (Kotler, Amstrong, 2006, p.129). Penentu paling dasar dari keinginan dan perilaku seseorang. Culture, mengkompromikan nilai-nilai dasar, persepsi, keinginan, dan perilaku yang dipelajari seseorang secara terus-menerus dalam sebuah lingkungan. (Kotler, Bowen, Makens, 2003, pp.201-202). a. Subkultur Sekelompok orang yang berbagi sistem nilai berdasarkan persamaan pengalaman hidup dan keadaan, seperti kebangsaan, agama, dan daerah (Kotler, Amstrong, 2006, p.130). Meskipun konsumen pada negara yang berbeda mempunyai suatu kesamaan, nilai, sikap, dan perilakunya seringkali berbeda secara dramatis. (Kotler, Bowen, Makens, 2003, p.202). b. Kelas Sosial Pengelompokkan individu berdasarkan kesamaan nilai, minat, dan perilaku. Kelompok sosial tidak hanya ditentukan oleh satu faktor saja misalnya pendapatan, tetapi ditentukan juga oleh pekerjaan, pendidikan, kekayaan, dan lainnya (Kotler, Amstrong, 2006, p.132).

Keputusan Pembelian Keputusan pembelian menurut Schiffman, Kanuk (2004, p.547) adalah pemilihan dari dua atau lebih alternatif pilihan keputusan pembelian, artinya bahwa seseorang dapat membuat keputusan, haruslah tersedia beberapa alternatif pilihan. Keputusan untuk membeli dapat mengarah kepada bagaimana proses dalam pengambilan keputusan tersebut itu dilakukan. Bentuk proses pengambilan keputusan tersebut dapat digolongkan sebagai berikut: • Fully Planned Purchase, baik produk dan merek sudah dipilih sebelumnya. Biasanya terjadi ketika keterlibatan dengan produk tinggi (barang otomotif) namun bisa juga terjadi dengan keterlibatan pembelian yang rendah (kebutuhan rumah tangga). Planned purchase dapat dialihkan dengan taktik marketing misalnya pengurangan harga, kupon, atau aktivitas promosi lainnya. • Partially Planned Purchase, bermaksud untuk membeli produk yang sudah ada tetapi pemilihan merek ditunda sampai saat pembelajaran. Keputusan akhir dapat dipengaruhi oleh discount harga, atau display produk • Unplanned Purchase, baik produk dan merek dipilih di tempat pembelian. Konsumen sering memanfaatkan katalog dan produk pajangan sebagai pengganti daftar belanja. Dengan kata lain, sebuah pajangan dapat mengingatkan sesorang akan kebutuhan dan memicu pembelian (Engel, F. James, et.al , 2001, pp.127-128) BAB II PEMBAHASAN

Contoh Kasus Perilaku konsumen di industri teknologi ini memang menarik untuk dipahami. Karena industri ini memiliki nilai pasar yang sangat besar. Seiring dengan kemajuan teknologi yang sangat pesat semakin banyak orang-orang yang membeli gadget terbaru dengan alasan sedang tren dan tidak mau ketinggalan jaman atau menunjukkan gaya hidup dari orang tersebut. Padahal kegunaan dari gadget itu sendiri selebihnya hampir sama dengan gadget kebanyakan, antara lain sebagai alat komunikasi dan alat dokumentasi. Contohnya penggunaan handphone, banyak konsumen mulai mengganti handphone-nya dengan merek tertentu karena sedang tren karena menggunakan fasilitas aplikasinya dan lain sebagainya. Handphone jaman sekarang bila ingin laku di pasaran setidaknya harus memiliki fasilitas internet, kamera dan mp3 player. Hal ini pun membuat konsumen selalu ingin memiliki handphone dengan fasilitas tercanggih. BAB III PENUTUP

Kesimpulan Jika dilihat dari perilaku konsumen yang telah dianalisa diatas, didapat kesimpulan bahwa konsumen mempunyai sifat yang selalu ingin mengikuti perkembangan jaman yang membuat kebanyakan dari konsumen lebih peduli akan trend atau gaya hidup dari pada kebutuhan. Intinya kebutuhan dan keinginan konsumen terhadap suatu barang di pengaruhi oleh keadaan lingkungan di sekitarnya. Saran Jangan mudah terpengaruh keinginan sesaat, telitilah sebeum membeli, apakah barang yang akan kita beli itu termasuk kebutuhan atau keinginan dan apakan bermanfaat untuk kita. Selain itu kurangi pembelian barang yang kurang perlu untuk mengurangi pengeluaran dan mencegah kita menjadi konsumen yang konsumtif. DAFTAR PUSTAKA

http://id.wikipedia.org/wiki/Perilaku_konsumen (http://id.wikipedia.org/wiki/Perilaku_konsumen) http://softskillperilakukonsumen.blogspot.com/2010/10/pengertian-perilaku-konsumen.html (http://softskillperilakukonsumen.blogspot.com/2010/10/pengertian-perilaku-konsumen.html) http://softskillperilakukonsumen.blogspot.com/2010/10/faktor-yang-mempengaruhi-perilaku.html (http://softskillperilakukonsumen.blogspot.com/2010/10/faktor-yang-mempengaruhiperilaku.html) http://jurnal-sdm.blogspot.com/2009/06/faktor-faktor-yang-mempengaruhi.html (http://jurnal-sdm.blogspot.com/2009/06/faktor-faktor-yang-mempengaruhi.html) 2 COMMENTS POSTED IN: PERILAKU KONSUMEN, TUGAS TAGGED: PERILAKU KONSUMEN

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