RISET KONSUMEN DALAM PENGEMBANGAN TEORI PERILAKU KONSUMEN DAN MAS A DEPANNYA
Basu Swastha Dharmmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Artikel ini menyajikan keterkaitan riset konsumen dengan pengembangan teori
perilaku konsumen. Bidang perilaku konsumen yang didukung oleh temuan-temuan
dalam riset konsumen telah mengalami perkembangan. Dalam pengembangan teori
diambil contoh karya-karya Howard. Karya Howard itu dianggap sebagai contoh
yang lengkap dalam aplikasi riset konsumen untuk mengembangkan teori perilaku
konsumen. Artikel ini juga membahas proses perkembangan teori perilaku konsumen
di mana konsumen menjadi fokus dalam pemasaran. Tinjauan sosial-kognitif menjadi
sangat penting mengingat perkembangan perilaku konsumen sebagai bidang terapan
sudah mengarah ke tinjauan seperti itu, sehingga pendekatan dengan ilmu psikologi
kognitif menjadi dominan. Di rnasa depart, perkembangannya masih didominasi oleh
tinjauan kognitif.
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