METATEORI DALAM PERILAKU KONSUMEN SUATU KOMPARASIPERSPEKTIF
Basu Swastha Dharmmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Penerapan teori perilaku oleh para praktisi, sebagian besar, masih agak kabur dan kurang sistematis. Demikian pula dari para teori-tisi pemasaran yang semakin memusatkan perhatian untuk menyusun teori-teori yang struktural tentang perilaku konsumen.(Seth, 1984) Pendapat Jagdish Seth tersebut didasarkan pada pengamatannya terhadappara praktisi maupun teoritisi yang berkepentingan dengan perilaku konsumen.
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Jagdish Seth, 'The Next Decade of Buyer Behavior Theory and Research," Barry Smiley Lecture, Schoool of Business Administration, Northwestern State University of Louisiana, 1984. A.R. Anderson, "Attitude and Customer Behavior: A Decision Model," in L.E. Preston (ed.), New Research in Marketing (Berkley, Cal.: Institute of Business and Economic Rese-search, University of California, 1965), hal. 1-16; J.F. Engel dan kawan-kawan, Consumer Behavior; J.A. Howard dan J.N. Seth, The Theory of Buyer Behavior (New York: John Wiley and Sons, Inc., 1969); Francesco Nicosia, Consumer Decision Processes: Marketing and Advertising Implications (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1966). Michael Harbert, The Meaning and Sources of Marketing Theory (New York: McGraw-Hill Book Co., 1965); J.F. Engel, D.T. Kollat, dan R.D. Blackwell, Consumer Behavior (New York: Holt, Rinehart and Winston, Inc., 1982); G. Zaltman, C.R.A. Pinson, dan R. Anglemar, Metaiheory and Consumer Research (New York: Holt, Rinehart and Winston, Inc., 1973). G.C. Homans, The Human Group (New York: Harcourt Brace Jovanovich, Inc., 1950); Social Behavior; Its Elementary Forms (New York: Harcourt Brace Jovanovich, Inc., 1961). 5. P.M. Blau, Exchange and Power in Social Life (New York: John Wiley and Sons, Inc., 1967), hal. 2. Barry Commoner, The Closing Circle, hal. 191. G. Zalatman dan kawan-kawan, Metatheory and Consumer Research, hal. 4. Jagdish Seth, "The Next Decade ..." hal. 11. E.J. Meehan, Explanation in Social Science: A Systems Approach (homewood,III.: The Dorsey Press, 1968), hal. 28. BM. Enis, "Deepening the Concept of Marketing," Journal of Marketing, Vol. 37 (Oct., 1973), hal. 57-62. P.W. Bridgman, The Logic of Modern Physics (New York: Macmillan Publishing Co., Inc., 1960). Ibid, hal.5. Richard de Charms, Personal Causation (New York: Academic Press, 1968), hal. 23. Ibid, hal. 38. P.W. Bridgman, The Way Things Are (Cambridge, Mass: Harvard University Press, 1959), hal. 220. J.F. Engel dan kawan-kawan, Consumer Behavior, hal. 662. W.T. Tucker, "Future Directions in Marketing Theory," Journal of Marketing, Vol. 38 (April, 1974), hal. 30. Del I. Hawkins, Consumer Behavior: Implications for the Marketing Strategy (Dallas, Texas: Business Publications, Inc.).
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