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7/17/2019 Perilaku Konsumen

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KELOMPOK VARIS JUNAEDI (

DODIK HANDOKO (

EREST YOUNG A.A (

IRIANTI (

JUVITA ERIKA S ( 1202020065 )



PERILAKU KONSUMEN:IMPLIKASINYA PADA

STRATEGI PEMASARAN



PERILAKU KONSUMEN

DAN STRATEGIPEMASARAN



Tujuan peu!a"aan #an$ %en$anu& K'n!ep

e%a!aan aa*a" %e%+e,-an -epua!an -epaa

-'n!u%en an %a!#aa-a& *a,n a*a%

pe&u-aann#a un&u- %enapa&-an *a+a a&au

pe+an,n$ann#a an&aa pen$"a!,*an an +,a#a

#an$ %en$un&un$-an ,n, +ea&, -'n!ep

pe%a!aan %en$aja-an +a"/a peu%u!an

!&a&e$, pe%a!aan !e+a$a, !ua&u enana #an$

,u&a%a-an un&u- %enapa, &ujuan &e!e+u&

"au! +ea!a-an -e+u&u"an an -e,n$,nan

-'n!u%enn#a.



S&a&e$, e%a!aan

a, 3a-e&,n$ 3,41. 'u&

2. ,e

. '%'&,'n

. *ae

!e*a*u +e-e%+an$ !eja*an en$an $ea-

peu!a"aan an peu+a"anpeu+a"an

*,n$-un$an pe%a!aann#a !e&a peu+a"an

pe,*a-u -'n!u%en.



S&a&e$, pe%a!aan %en#an$-u& 2 -e$,a&an

pe%a!aan #an$ p'-'-

1. e%,*,"an pa!apa!a #an$ a-an ,ja,-an

!a!aan pe%a!aan(&a$e& %a-e&) !ua&u -e$,a&an

#an$ %e%e*u-an -e%a%puan un&u- %e%a"a%,

pe,*a-u -'n!u%en an %en$u-u !eaa e7e-&,7

-e!e%pa&an pe%a!aan , +e+a$a, !e$%en

pa!a.

2. 3eu%u!-an an %en#u!un !ua&u -'%+,na!, #an$

&epa& a, %a-e&,n$ %,4 a$a -e+u&u"an paa

-'n!u%en apa& ,penu", !eaa %e%ua!-an.



8'n&'" 9e!an#a pen$au" pe,*a-u -'n!u%en

&e"aap peu%u!an !&a&e$, pe%a!aan

,a*a" +a"/a peu+a"an pe,*a-u -'n!u%en

!e-aan$ #an$ &,a- "an#a %e%pe"a&,-an

"a$a !aja a*a% pe%+e*,ann#a &e&ap, ju$a

!,7a&!,7a& +aan$ -'%un,-a!, pe%a!aan

!e:,! #an$ %e%ua!-an an pen#a*uan #an$

,n!e&,7 %enja, *e+," pen&,n$.



e,*a-u -'n!u%en -un, peu!a"aanun&u- %eenana-an an %en$e*'*a

pe%a!aan peu!a"aan a*a% *,n$-un$an#an$ !e*a*u +eu+a".

e!a%aan pe-,aan /a-&u #an$ ,pe*u-anun&u- +aan$+aan$ &a"an *a%a

Ra&aa&a *a%an#a /a-&u an&aa &,%+u*n#a enana/a-&u un&u-

p'!e! peenanaan ; pe%+e*,an an pe%enu"ann#a 4/a/anaa

pe%+e*,an ju%*a" pe%+e*,an #an$

pe%+e*,an #an$ 4 ,a&a& paa /a-&u

,*a-u-an pe%enu"an



STRATEGI

SEGMENTASI PASAR



Analisa segmentasi pasar

Inti dari strategi pemasaran

Segmentasi pasar %e%+a$, pa!a %enja, !e$%en

!e$%en pa!a &e&en&u #an$ ,ja,-an !a!aan penjua*an

#an$ a-an ,apa, en$an %a-e&,n$ %,4 &e&en&u.

U!a"au!a"a !e$%en&a!, pa!a ,n, "au! ,!e&a, en$an

1. Te!e,an#a ,n7'%a!, &en&an$ -aa-&e,!&,- -'n!u%en

#an$ %ua" ,u-u

2. T,n$-a& e7e-&,:,&a! pe%u!a&an u!a"a pe%a!aan paa

!e$%en pa!a #an$ ,p,*,"

. T,n$-a& -eun&un$an an *ua! !e%p,&n#a !e$%en pa!a



Va,a+e* #an$ apa& ,ja,-an a!a un&u-

!e$%en&a!, pa!a

De%'$a<

Ge'$a<

!,-'$a<

T,n$-a& pen$$unaan

T,n$-a& pen$"a!,*an

Kesimplan !&a&e$, !e$%en&a!, pa!a ,%u*a,en$an %en$ena* pe,*a-u -'n!u%en un&u-

%enen&u-an -e*'%p'- -'n!u%en &e!e+u& #an$

a-an ,penu", an ,pua!-an.



STRATEGI

MARKETING MI!



3a-e&,n$ %,4 %eupa-an :a,a+e*:a,a+e*&e-ena*, #an$ apa& ,$una-an peu!a"aan

un&u- %e%pen$au", &an$$apan -'n!u%en a,!e$%en pa!a &e&en&u #an$ ,&uju peu!a"aan.3enuu& 3 8a&"# -'%+,na!, a!pe-a!pe-!&a&e$, pe%a!aan Pr"d#t$pr"d%

&Pla#e$sistem

distri'si&Pr"m"ti"n$%egiatan

pr"m"si&

Pri#e$(arga&

-ua*,&a! Sa*uan ,!&,+u!, e,-*anan T,n$-a& "a$a

=ea&ue! an!&#*e!

Jan$-auan,!&,+u!,

e!'na*!e**,n$

'&'n$an "a$a

3ee- an

-e%a!an

>'-a!, penjua*an '%'!,

penjua*an

?a-&u

pe%+a#aan'u& *,ne en$an$-u&an u+*,!,&a! S#aa&

pe%+a#aan

T,n$-a&pe*a#anan

e!e,aan 8aan$an

en$$uan$an



Te-n,- a*'-a!, -e$,a&an p'%'!, en$an %e%pe$una-an Ine-!

S&a&e$, '%'!, Op&,%a* '*e" J . A*e4 3ua#

OSIt)* + $Pn ) Pd ) *,,& ) $-I . NI ) *,,&

D,%ana

OSI&@1 ; ,ne-! p'%'!, #an$ 'p&,%a* un&u- pe,'e #an$ a-an a&an$

n ; pe,%+an$an #an$ 'p&,%,! &e"aap &an$$apan &an$$apan u%a"

&an$$a a*a% -e$,a&an e-'n'%,n#a un&u- pe,'e #an$ a-an a&an$

; pe,%+an$an #an$ pe!,%,! a&a! &an$$&apan&an$$apan u%a"

&an$$a a*a% -e$,a&an e-'n'%,n#a un&u- pe,'e #an$ a-an a&an$

9I ; -e,n$,nan an !e*e-!, +aan$+aan$ &a"an *a%a

NI ; -e,n$,nan #an$ ne$a&,7 a, -'n!u%en un&u- %e*a-u-an

pe%+e*,an an !e*e-!, +aan$+aan$ &a"an *a%a



Kegnaan Inde%s Strategi Pr"m"siOptimal :

Un&u- %enen&u-an aea" $e'$a<! #an$%eupa-an pa!a p'&en!,a* #an$ %enja,p,',&a! -e$,a&an p'%'!, peu!a"aan !e*a%a

pe,'e /a-&u &e&en&u.

E*e%en p'u- Te-n,- &an$$apan-'n!u%en &e"aap ,n':a!, p'u-

S,&e% ,!&,+u!, Te-n,- pen$u-uan-e!e&,aan &e"aap penjua* (!&'e *'#a*&#)

r #e



r #e

- T,n$-a& "a$a

- '&'n$an

"a$a

- S#aa&!#aa&

pe%+a#aan

**

Segmen

pasar /ang

dit0

$Target

Mar%et&

Oupan&!

O+#e&!

Oa!,'n!

O$an,a&,'n

O+je&,:e!

Opea&,'n!

Pr"m"ti"n

e,-*anan

e!'na*

!e**,n$

'%'!,

penjua*an

u+*,!,&a!

Pr"d%

Kua*,&a!

3ee-

e%+u-u!an*

*

Pla#e

Sa*uan

,!&,+u!,

>'-a!,

penjua*an

en$an$-u&an

**



TERIMA KASI1

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