Jurnal Internasional Perilaku Konsumen

CONSUMER SATISFACTION AND BRAND LOYALTY 

 

Abstract 

 

This research is intended to measure the effect of consumer satisfaction on brand loyalty. Research instrument is a questionnaire. Consumer satisfaction is measured using product attributes, service-related attributes, and attributes associated with the purchase. Brand loyalty is measured through behavioral habits, switching cost, satisfaction, liking to the brand and commitment. The analysis was done using the concept of correlation and regression. The results revealed that consumer satisfaction significantly affect brand loyalty.

Key Words: satisfaction, brand loyalty, consumer behavior

INTRODUCTION
Modern society is characterized by high working activity and the opportunity to be able to work for anyone who has the competence without discrimination. These activities have an impact on the ba-nyaknya career working women or spend time outdoors, so that difficulties in performing activities as a housewife including the supply of food for the family. Family group with enough economy tend to choose foods outside the restaurant, besides taste delicious too much once offered a large menu and a nice atmosphere.
In line with the increase in customers, the restaurateur also have risen sharply. Even a common phenomenon since the crisis hit Indonesia is mushrooming restaurants, either permanent or in a tent. Increased consumer may not even comparable to the increase in the number and types of restaurants.

These conditions require the restaurateur to think about strategies to get and retain customers (Dekimpe et al, 1997; Chan et al, 2001).
Keep customers in touch with customer satisfaction. Kotler (2000) mentions satisfaction is feeling happy or disappointed someone who comes from the comparison between the impression of the performance (results) of a product with expectations. The dissatisfaction is a kind of step comparison between the results of the evaluation experience, can produce something that is comfortable spiritually, not just convenient because imagined or are supposed to. Satisfied or dissatisfied rupakan not his emotions but rather something the evaluation of emotions.
Research on consumers' satisfaction become a central topic in the world of market research and developing rapidly. The concept of thinking that will lead to greater customer satisfaction profit is that satisfied customers would be willing to pay more for the "product" is received and will be more tolerant of price increases. This course will improve its margins and customer loyalty to the company. Satisfied consumers will buy the "product" being sold by another company, as well as a "marketer" Effective Word of mouth through the air-a positive tone (Ganesh et al, 2000).
This can help increase your sales and credibility of the company, but keep in mind that in fact increase market share is not for her as evidenced by increased customer satisfaction, and even in many cases or cases that is precisely kebali it, the greater the market share a corporation instead consumers satisfaction decreases. Increased market share, at least to a certain extent, it can achieve economies of scale (usually companies achieve the most optimal titk). As a result, the company can provide "relatively cheap" on consumers who became one of the factors of satisfaction: but on the other hand, the increased number of consumers or the expansion segments can lead to tu-runnya justified, service quality rikan. This concept is crucial for companies engaged in the services sector.
Customer satisfaction can also generate customer loyalty. Loya-litas consumers can generally be defined as loyalty to a person on a product, either goods or services. Consumer loyalty is a manifestation and continuation of customer satisfaction in using the facilities and services provided by the company, as well as to remain a customer of the company too call. Loyalty is evidence that consumers always be consumers, who have the power and the company's positive attitude.
Consumer loyalty to a particular brand of product or service depends on several factors, namely the size of the desire to move to a brand of goods or services of another, to the same time the quality, or the quality of service of this type of substitute goods or services, the risk of changes in costs due to substitute goods or services, and air change that level of satisfaction derived from the brand new compared to the previous experience of the brand ever used.
Consumers in meeting the needs and desires, will buy the product with the brand. If the selected brand that consumers can satisfy their needs and desires, then the consumer will have a memory that in the brand. In these circumstances the consumer loyalty will begin to emerge and flourish.

And in a subsequent purchase, consumers will choose the product with the brand that has given him satisfaction, resulting in a repetitive purchase of the brand.

METHODS
Type of research is descriptive and conclusive research, which aims to describe the attributes of customer satisfaction and loyalty to the brand, then dica-ri causal relationship between consumer satisfaction with loyalty to the brand.

Variables Research and Development
The research variables are customer satisfaction and brand loyalty. The attributes of customer satisfaction universally by Dutka (1994) is the product attributes, attributes that are associated with the service, and the attributes associated with the purchase. Product attributes include price-value relationships, product quality, product benefits, product characteristics, product design, consistency and reliability, and a long-kauan products / services.
The price-value relationship is a central factor in determining consumer decision-asan. If the value gleaned beyond what consumers paid on-yar, it is an important basis for decision-asan consumers have been created. Product quality is the rating of the quality of a product. The benefits of a product that can benefit the consumer in using a product produced by a company and then can be used as the basis of positioning that differentiates the company from other companies.
Product characteristics are certain traits possessed by a product that is different from the products offered by competitors. Product design is a process to design the style and function of exciting and worthwhile. Reliability and consistency of the product is the accuracy and reliability of the products produced by the peru-sahaan a period of time and demonstrate delivery of the product at a particular performance level. The range of products / services is a kind of product / service la-ministry offered by the company.
Attributes related services include assurance or warranty, delivery, handling complaints, and problem resolution. Guarantees given by the company for the product can be returned if the performance of the product is unsatisfactory. Penghan the plains is the speed and accuracy of the process of delivering products and services that the company provides to the con-sumennya. Consumers of complaint handling should be done with the response by the management company. Completion trouble is serious and the company's ability to solve the problems faced by consumers.
Attributes associated with the purchase include courtesy, concern, consideration, friendliness of the employee in serving customers; communication, which is the process of pe-nyampaian information by employees of the company to its customers; easy to obtain knowledge about the product of peru- sahaan; reputation of the company to influence the views of the consumers of the company that will reduce uncertainty and risk in purchasing decisions, and the ability of a company to realize a request made by the consumer in providing services.
According Tjiptono (1997), a technique for the measurement of customer satisfaction measurement can be used directly with a question or a statement about how much expecting certain attributes of how much perceived.

Respondents assess the correspondence between what yangdiharapkan and what is obtained from the service of the company. Loyalty is measured against his brand through the wisdom of behavioral despair, switching costs, satisfaction, and commitment.
Population, Sample and Questionnaire Development
This study population is the whole restaurant consumers who live in Depok. Questionnaires distributed to visitors of one fast food restaurant located at Jalan Margonda Kingdom Depok. Random selection of respondents and the amount is determined based on the concept of moderation. Questionnaires were developed based on the attributes of decision-asan consumer and customer loyalty in the form of closed questions. Scale is a measurement performed Likert scale (measured in a 5 point scale from 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree.

RESULTS AND DISCUSSION

Description Customer Satisfaction
The questionnaire distributed to 100 respondents succeeded in one of the restaurants. Indicators of consumer satisfaction consists of price, quality, reliability, security, the speed, willingness, ability, keso-storage services, delivery, ease, reputa-si, and demand. Brand loyalty was measured using behavioral attributes of regular switching cost, likes me rek, and commitment. Test models of the effect of customer satisfaction on brand loyalty can be seen in Table 1. Significant test of 0000. Significance value is much smaller in comparison real level test (α) 0.05 and even 0.01. These results indicate that the model influence customer satisfaction with loyalty to them is acceptable.
The coefficient of determination (R2) a large 52.03%, which means the ability of the consumer decision-asan in explaining ape-Gaman of brand loyalty in the model by 52.03%. This contribution is quite large. Other factors, in addition to customer satisfaction can influence brand loyalty by 47.97%.
Output of multiple regression analysis in order to see the effect of customer satisfaction on brand loyalty can be seen in Table 2. Va-independent riabel are consumers of satisfaction, which consists of product attributes (X1), the attributes associated with the service of (X2), and the attributes associated with the purchase (X3). The dependent variable is the loyalty to the brand (Y).

Tabel 1. Analisis Ragam Sumber	Jumlah kuadrat		db	Kuadrat tengah	F		Sig.
Regression	15.824		3	5.275	34.704		.000
Residual		14.588		96		0.152
Total			30.411		99

Tabel 2. Data Model Regresi dan Uji Koefisien Regresi Model Y	Koefisien tdk standar B		Std.error		Koefisien standar Beta		t		Sig.
(Constant)		.733		.129		5.690		.000
X1	.207		.053		.302		3.902		.000
X2	.263		.056		.370		4.664		.000
X3	.265		.048		.375		5.473		.000

The coefficient for 0207 product attributes, the attributes associated with the service of 0263, and the attributes associated with the purchase of 0265. Regression model the effect of customer satisfaction on brand loyalty shown Equation (1).
Attributes associated with the service affects brand loyalty is significantly and positively. Each of the Rev a 1 unit attributes are associated with the service, can increase brand loyalty for 0263. Management thus per-lu watch service reliability, ja-dominant service delivery, speed of service, willingness to answer questions and complaints, the ability to serve well, courtesy of employees, and the pe-nyampaian infromasi order, convenience, and reputation.
Y = .733 + .207 X1 + .263 X2 + .265 X3 (1)
Attributes associated with purchasing influence brand loyalty is also positive and significant. Any increase atriut associated with the purchase of the 91 units, will increase brand loyalty for 0265. These results are consistent with previous theory (Reichheld and Sasser, 1990; Reichheld, 1993; Sheth and Parvatiyar, 1995; Bearden and Teel, 1983; LaBarbera and Mazursky, 1983; Kasper, 1988; Bloemer and Lemmink, 1992, Cronin and Taylor, 1992 ; Fornell, 1992; Oliva, et al, 1992; Anderson and Sullivan, 1993; Bloemer and Kasper, 1993, 1995; Boulding, et al, 1993; Oliver, 1999).
Constant values ​​for 0733, meaning that every unit increase in other factors (other than customer satisfaction) will increase their loyalty towards for 0733. The increase in other factors, such as business performance (Reichheld and Sasser, 1990; Reichheld, 1993; Sheth and Parvatiyar, 1995), switching costs (Bearden and Teel, 1983; LaBarbera and Mazursky, 1983; Kasper, 1988; Bloemer and Lemmink, 1992; Cronin and Taylor, 1992; Fornell, 1992; Oliva, Oliver, MacMillan, 1992, Anderson and Sullivan, 1993; Bloemer and Kasper, 1993, 1995; Boulding, Kalra, Staelin, Zeithaml, 1993; Oliver, 1999).
Regression coefficient for 0207 product attributes, meaning loyal unit increase in use within the management bias do on these attributes, brand loyalty will increase by 0207. These results are consistent with previous studies showing the effect of quality on brand loyalty (Reichheld and Sasser, 1990; Reichheld, 1993; Sheth and Parvatiyar, 1995; Bearden and Teel, 1983; LaBarbera and Mazursky, 1983; Kasper, 1988; Bloemer and Lemmink , 1992; Cronin and Taylor, 1992; Fornell, 1992; Oliva, et al., 1992, Anderson and Sullivan, 1993; Bloemer and Kasper, 1993, 1995; Boulding, et al, 1993; Oliver, 1999).
Brand loyalty is formed through a process of learning, which is a process by which consumers through his experiences trying to find the most appropriate brand for him, in the sense of the product of the brand can give satisfaction to the expectations and needs. Consumers are continuously trying different brands before finding a brand that really fits. Customer satisfaction will remain a very important part in brand loyalty. Brand loyalty is usually me ngakibatkan repeat purchases and purchase recommendation. If consumers are satisfied with the performance of a brand that will continue to buy the brand, using it even tells the other people of the advantages these brand consumers of experience in using the brand.

If consumers are satisfied with a certain brand and often buy the product, it can be said the level of brand loyalty is high, otherwise if consumers are not too satisfied with a particular brand and tend to buy branded products with varying the level of brand loyalty against lower. Satisfaction of consumers needs to be maintained and improved in order to create and maintain brand loyalty. When consumers get satisfaction from the buyer for a product then it will create a positive attitude toward the brand so that consumers will make a purchase.
Loyalty can be achieved in two stages, the company must have the ability to give satisfaction to the customers so that customers have a positive experience, then re-prioritized the purchase prior sale. Second, peru-sahaan must have a way to maintain relationships with customers further by doing a forced loyalty strategies for customers to make purchases again (Kotler 2001).

CONCLUSION
The results of this study conclude that: (1) satisfaction of consumers of the product described by attributes, the attributes of the service, and with the purchase attributes berhubugnan to affect brand loyalty is strong, (2) customer satisfaction for some attributes still have variations high grading, and (3) there is the influence of the significant positive association between customer satisfaction with loyalty to the brand.

REFERENCES

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Bearden, W.O. and Teel, J.E. 1983 “Selected determinants of consumer satisfaction and complaint reports” Journal of Marketing Research vol 20 February pp 21-8.

Bloemer, J.M. and Kasper, H. 1993 “Brand loyalty and brand satisfaction: the case of buying audio cassettes anew in The Netherlands” in Proceeding of the 22nd European AcademyConference Barcelona.

Bloemer, J.M. and Kasper, H. 1995 “The complex relationship between consumer satisfaction and brand loyalty” Journal of Economic Psychology vol 16 pp 11-29.

Bloemer, J.M. and Lemmink, J.G. 1992 “The importance of customer satisfaction in explaining brand and dealer loyalty” Journal of Marketing Management vol 8 pp 351-64.

Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. 1993 “A dynamic process model of service quality: from expectations to behavioral intentions” Journal of Marketing Research vol 30 February pp 7-27.

Chan, M., Lau, L., Lui, T., Ng, S., Tam, E. and Tong, E. 2001 “Final report: customer relationship management” Customer Relationship Management Consortium Study Asian Benchmarking Clearing House Hongkong.

Chaudhuri, A. and Holbrook, M.B. 2001 “The chain effects from brand trust and brand affect to brand performance: the role of brand loyalty” Journal of Marketing vol 65 April pp. 31-93.

Cody, K. and Hope, B. 1999 “EX-SERVQUAL: an instrument to measure service quality of extranets” Proceedings of the 10th Australasian Conference on Information Systems Wellington 1-3 December pp 207. Cronin, J.J. Jr and Taylor, S.A. 1992 “Measuring service quality: a reexamination and extension” Journal of Marketing vol 56 pp 55-68.

Dekimpe, M.G., Steenkamp, J.-B.E.M., Mellens, M. and Abeele, P.V. 1997 “Decline and variability in brand loyalty” International Journal of Research in Marketing vol 14 pp 405-20.

Dutka, A. 1994 AMA Hand Book for Customer Satisfaction NTC Business Book Lincolnwood Illinois.

Fandy, T. 1997 Total Quality Service Gramedia Yogyakarta.

Fornell, C. 1992 “National satisfaction barometer: the Swedish experience” Journal of Marketing vol 56 January pp 6-21.

Ganesh, J., Arnold, M.J. and Reynolds, K.E. 2000 “Understanding the customer base of serviceproviders: an examination of the differences between switchers and stayers” Journal of Marketing vol 64 pp 65-87.

Hair, J. 1998 Multivarite Analysis with Reading Prentice Hall New York.

Kasper, J.D. 1988 “On problem perception, dissatisfaction and brand loyalty” Journal of Economic Psychology vol 9 pp 387-97.

Kotler, P. 2000 Marketing Management :Analysis, Planing, Implementation and Control Prentice Hall Int Inc Millenium Edition, Englewood Cliffs New Jersey.

Kotler, P., and Gary, A. 2001 Principles of Marketing Prentice Hall Int Inc ninth Edition Englewood Cliffs New Jersey.

LaBarbera, P.A. and Mazursky, D. 1983 “A longitudinal assesment of consumer satisfaction/dissatisfaction” Journal of Marketing Research vol 20 November pp 393-404.

Oliver, R. L. 1999 “Whence Consumer Loyality?” Journal of Marketing vol 63.

Oliva, T.A., Oliver, R.L. and MacMillan, I.C. 1992 “A catastrophe model for developing services satisfaction strategies” Journal of Marketing vol 56 July pp 83-95.

Oliver, R.L. 1999 “Whence consumer loyalty?” Journal of Marketing vol 63 October pp 33-44.

Reichheld, F. 1993 “Loyalty-based management” Harvard Business Review March-April pp 64-73.

Reichheld, F. and Sasser, W.E. 1990 “Zero defections: quality comes to service”, Harvard Business Review September-October pp 105-11.

Sheth, J. and Parvatiyar, A. 1995 “Relationship marketing in consumer markets: antecedents and consequences” Journal of the Academy of Marketing Science vol 23 no 4 pp 255-71.

Zeithml, V.A., Parasuraman and Leonard, L.B. 1990 Delivering Quality Service: Balancing Customer Perception and Expactation The Free Press New York
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Review

Modern society is characterized by high working activity and the opportunity to be able to work for anyone who has the competence without discrimination. These activities have an impact on the ba-nyaknya career working women or spend time outdoors, so that difficulties in performing activities as a housewife including the supply of food for the family. Family group with enough economy tend to choose foods outside the restaurant, besides taste delicious too much once offered a large menu and a nice atmosphere.
In line with the increase in customers, the restaurateur also have risen sharply. Even a common phenomenon since the crisis hit Indonesia is mushrooming restaurants, either permanent or in a tent. Increased consumer may not even comparable to the increase in the number and types of restaurants.

 

 

 

Sumber :

 

http://saptaaliem.blogspot.com/2013/02/jurnal-perilaku-konsumen-internasiol.html

Tulisan Tentang TEMAN

Dalam tulisan ini saya ingin bercerita tentang teman,dalam hidup tidak mungkin seseorang tidak mempunyai teman,jumlahnya pun tak terbatas hingga kadang kita lupa jika kita sebuktkan namanya satu-persatu. Tapi dalam tulisan ini saya tidak akan menyebutkan satu-persatu nama teman saya,melainkan menceritakan seorang teman yang saya rasa bukan sekedar teman. Botak,merupakan nama samaran teman saya ini,seorang anak orang kaya yang low profile, kalo kalian bertemu orang ini mungkin hal pertama yang kalian kira adalah KERE,untuk nilai muka sih ya 7-8.5 lah. Saya bertemu dengan dia saat kelas 1 SMA dan sekarang dia berada di bandung untuk melanjutkan kuliah disana selain low profile ini orang bener-bener baik dan asik buat diajak ngobrol atau sharing tentang apa aja. Kebanyakan topik yang saya angkat untuk dijadikan bahan obrolan pasti dia ngerti dan tau,itu merupakan hal awal yang membuat saya akrab dengan dia. Ini anak tahan kalo disiksa,gak gampang marah atau ngambek. Dibalik rumah gedenya,ini anak nyimpen gaya hidup yang apa adanya,bisa disebut juga sih kaya cupu kalo kata anak jaman sekarang,cupu  disini bukan tentang engga berani berantem,atau hal-hal lain yang berhubungan dengan kekerasan,tapi merupakan tentang style atau gaya hidup. Dan ini adalah hal yang entah kenapa membuat saya kagum terhadap dia,kalo dibilang apa aja yang dia mau pasti bisa di beli,tapi dengan gaya hidup yang seadanya dan engga mau terlarut dengan modernisasi dia tidak pernah menunjukan kepada siapapun kalau dirinya termasuk orang yang punya. Walaupun ini anak dari keluarga yang Menengah keatas,dia ga malu buat terlihat tidak punya. Sampe saking ga punya malunya,saya pernah kesebuah mall elite didaerah pondok indah,niatnya untuk kenalan sama cewek yang dikenalnya di sebuah jejaring sosial,hujan deras mengguyur Jakarta saat itu terpaksa dia mengeluarkan mobilnya untuk berangkat karena sudah terlalu janji dengan cewek tersebut,saya dijemput sehabis bada maghrib dan langsung meluncur ke pondok indah,jam 7 sampai dan langsung menuju tempat si cewek dan teman-temannya menunggu. Sesampainya di dalam mall dia melepaskan jaket yang dikenakannya dan saya sangat-sangat kaget ketika melihat belakang bajunya tertulis “Sekolah Menengah Pertama ****) ternyata doi menggunakan baju olahraga SMP nya buat ketemuan ama ini cewek,tidak hanya itu dia juga hanya mengenakan sandal jepit hijau yang tertulis “SWALOH” dan celana 3/4 yang selalu digunakannya untuk bermain seperti biasa,bener-bener engga punya malu tapi ini adalah hal yang membuat saya kagum sekaligus salut. Dialah orang yang  mengajarkan saya untuk menjadi sederhana,dan mengajarkan saya untuk tidak malu untuk terlihat miskin. Selain hal-hal diatas,ada banyak satu hal lagi yang membuat saya sangat kagum,salah satunya yaitu rasa solidaritas terhadap temannya yang tinggi. Pernah waktu itu ketika jam 2 malam sehabis pulang dari mengantar saudara, saya kecelakaan motor di daerah cibinong bogor,saya bingung untuk menelpon siapa karena takut mengkhawatirkan dan membuat susah orang tua saya maka saya hubungi dia dan untung saat itu dia belum tidur dan langsung berangkat menolong saya dan membawa saya ke rumah sakit terdekat. Itulah cerita tentang teman terbaik yang pernah ada dalam hidup saya,terima kasih kawan atas semua pertolongan dan telah mengajarkan kehidupan di diri saya.

Tulisan

Dalam tulisan ini saya ingin menceritakan tentang Orang Tua,semua orang memiliki Orang tua, tetapi mungkin yang membedakan mereka adalah Fisik,Cara Mendidik,Cara melakukan Pendekatan kepada Anak dll. Saya mempunyai dua orang tua,Alhamdulillah sampai saat ini masih ada dua-duanya. Ayah saya mempunyai tipe yang sedikit pendiam,tegas. Dia tidak mau mencampuri kegiatan saya asalkan kegiatan tersebut positif,apabila saya berpergian asalkan jelas beliau jarang melarang saya,dia hanya diam dan berkata Hati-Hati. Pernah saya berfikir kalau beliau tidak peduli dengan saya karena saya selalu saja dibebaskan begitu saya,tetapi ternyata tidak. Setiap saya Pergi beliau selalu menyuruh Ibu saya untuk menanyakan dimana keberadaan saya,dengan siapa dan selalu mengiatkan saya untuk menjaga diri. Ternyata dibalik kependiamannya tersebut beliau menyimpan rasa kekhawatiran yang sama halnya dengan ibu saya. Beliau Bekerja menjadi Pegawai Negri Sipil di Walikota Jakarta Selatan,beliau orang yang sangat bertanggung jawab kepada keluarganya,sesibuk apapun beliau tidak pernah melupakan keluarga,setiap minggu beliau selalu menelpon kakak saya untuk berkunjung dengan keluarganya kerumah, dan satu lagi beliau sangat menyukai dan menyayangi anak kecil. Itulah sosok Ayah saya,namun dibalik sosok ayah yang baik tidak lepas dari kebaikan seorang ibu, ibu saya bekerja di salah satu Rumah Sakit di Jakarta Selatan,ibu saya tipe orang yang tidak betah berlama-lama berdiam diri dirumah. Ibu saya berbeda dengan ayah saya,beliau selalu ingin tau apa yang saya lakukan. Selalu mengingatkan saya untuk menjauhkan hal-hal yang buruk. Yang saya paling suka dari beliau adalah sesulit apapun hidup,sebesar apapun masalah beliau selalu tersenyum,kadang saya tidak pernah mengetahui apa yang dirasakan ibu saya,masalah apa yang dihadapi karena beliau tidak pernah menunjukan kepada saya apabila sedang ada dalam masalah. Beliau orang yang sangat Perhatian kepada orang lain,beliau juga selalu mengingatkan saya untuk mengasihi orang kecil,beliau memiliki tipe yang rendah hati.

Itulah cerita tentang keluarga saya semoga kedua orang tua mempunyai umur yang panjang agar ketika saya bisa mencari uang sendiri nanti beliau bisa merasakan hasil jerih payah saya amin. Terima kasih.

Review Jurnal

Review Jurnal Mempengaruhi Sikap Dan Perilaku :

FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN SUATU PRODUK

IBENU K.A

Oleh : Muhammad Odi Saputra

Dalam Tulisan “FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN SUATU PRODUK” Penulis melakukan penulisan ini karena perkembangan zaman saat ini menuntut konsumen bersikap pintar,cermat,efisien dan efektif dalam memilih produk yang diinginkan. Telah dijelaskan di jurnal bahwa proses pengambilan keputusan yang rumit sering melibatkan beberapa keputusan (decision)

Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen dalam Pembelian Suatu Produk Perilaku Konsumen menurut Schiffman, Kanuk (2004, p. 8) adalah perilaku yang ditunjukkan konsumen dalam pencarian akan pembelian, penggunaan, pengevaluasian, dan penggantian produk dan jasa yang diharapkan dapat memuaskan kebutuhan konsumen

faktor yang mempengaruhi perilaku konsumen antara lain terbagi menjadi 4 faktor yaitu:

1.    Faktor Sosial       : Group,Family Influence,Roles And Status

2.   Faktor Personal  :Economic Situation,Lifestyle Personality And Self Concept,Age And Life Cycle Stage, Occupation.

3.    Faktor Psikologi : Motivasi,Persepsi,Learning,Beliefs And Attitude

4.    Faktor Cultural   : Subculture,Social Class.

Banyak faktor yang mempengaruhi perilaku seseorang untuk mengambil sebuah Keputusan Pembelian suatu barang. 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 tapi diantara faktor diatas yang paling relevan terhadap proses pengambilan keputusan pembelian adalah, Motivasi,Persepsi,Pembentukan Sikat ( Attitude Formation),Integrasi.