PELAYANAN PRIMA PER.3

69 Komentar / Oleh /

27/Oktober/2023
Pertemuan – 3
KONSEP PERILAKU KONSUMEN

Kita harus mengetahui terlebih dahulu perbedaan antara Konsumen dan Pelanggan, karena seringkali konsep konsumen dan pelanggan ini disama  rata-kan di kehidupan masyarakat kita. Konsumen adalah pengguna atau pemakai terakhir dari suatu produk barang atau jasa, dan tidak harus membeli(tidak terikat kepada dampak proses penggunaan produk). Sedangkan Pelanggan ialah memiliki keterikatan atas dampak proses penggunaan produk, ia bisa disebut konsumen dan tidak tergantung berlakunya konsep konsumen didalam dirinya. seperti contoh seorang siswa atau guru yang memakai jaringan internet Wi-fi yang disediakan oleh sekolah untuk memenuhi kebutuhan pembelajarannya, siswa adalah konsumen dari produk jaringan Wi-fi yang disediakan, nah pihak lembaga pendidikan/sekolah disini yang berkewajiban/bertanggung jawab untuk membayar produk disetiap periode tertentu adalah seorang pelanggan(seorang pembeli).

Kualitas produk hanyalah salah satu dari sekian banyak faktor untuk memberikan rasa kepuasan terhadap konsumen. Didalam perilaku konsumen, terdapat berbagai unsur emosi dan afeksi, seperti gaya hidup, jati diri, kepercayaan dan hal yang lainnya yang dapat diteliti untuk kemudian dibuatkan rencana/implementasi pelayanan prima guna memenuhi hal – hal yang diharapkan konsumen. Ada dua hal untuk mendapatkan informasi apa yang diharapkan konsumen, yaitu: 

1. Pandangan Kognitif,  didalam mengkaji pandangan kognitif konsumen, lebih difokuskan pada apa yang dipikirkan dan dirasakan oleh konsumen.
2. Perilaku Konsumen, Pada pendekatan perilaku konsumen, lebih menekankan pada perilaku nyata apa yang dilakukannya, yaitu perilaku yang dapat
diamati langsung dan diukur.

Perilaku konsumen memiliki beberapa manfaat, yaitu:

Manfaat Bagi Pemasar
● Membujuk konsumen untuk membeli produk yang dipasarkan
● Memahami konsumen dalam berperilaku, bertindak, dan berfikir agar pemasar atau produsen mampu memasarkan produknya dengan baik
● Memahami mengapa dan bagaimana konsumen mengambil keputusan, sehingga pemasar atau produsen dapat merancang strategi pemasaran dengan baik.

Manfaat Bagi Pemerintah
Sebagai dasar perumusan kebijakan publik dan
perundang-undangan untuk melindungi konsumen.
Dalam hal ini, pemerintah berkewajiban untuk mempengaruhi pilihan konsumen melalui pelarangan
terhadap produk bisnis yang merugikan konsumen.

Konsumen memiliki ekosistem dapat dibagi ke dalam lingkungan mikro dan lingkungan makro.
Lingkungan mikro adalah lingkungan yang sangat dekat dengan konsumen, yang berinteraksi langsung dengan konsumen (seperti penjual, toko, teman, kerabat, orang lain).
Lingkungan makro adalah lingkungan jauh dari konsumen bersifat umum dan berskala luas, misalnya sistem politik dan hukum, kondisi ekonomi dan budaya.

Mahasiswa yang berinteraksi : Samsul Rizal, Rizal Akda, Anggi Setiawati.

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