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Mengenal Perilaku Konsumen Melalui Penelitian Motivasi

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  • Albari Albari

Abstract

Dalam khasanah literatur tentang perilaku konsumen masih sulit ditemui bab yang membicarakan secara khusus tentang prosedur dan teknik penelitian yang bisa mengungkap motivasi konsumen untuk membeli suatu produk/merek tertentu. Untuk mengurangi kelemahan itu, tulisan ini mencoba memberi tambahan wacana penelitian motivasi konsumen dengan mengajukan alternatif pengukuran data yang disesuaikan dengan pendekatan teori motivasi yang digunakan.Dibahas pula teknik analisis statistika untuk memanfaatkan data yang berhasil diperoleh serta implikasi hasilnya dalam pemasaran, sehingga dapat membantu dalam pengambilan kesimpulan penelitian.Kata kunci: Perilaku konsumen, motivasi konsumen.

Suggested Citation

  • Albari Albari, 2005. "Mengenal Perilaku Konsumen Melalui Penelitian Motivasi," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 0(0).
    • Handle: RePEc:uii:jsbuii:v:0:y:2005:i:0:id:981
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