PERILAKU BERBELANJA KONSUMEN ERA 90'AN DAN STRATEGI PEMASARAN
Basu Swastha Dharmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Perilaku konsumen yang banyak dipengaruhi oleh faktor lingkungan perlu
diprediksi untuk mengembangkan strategi pemasaran secara tepat. Kerangka
konseptual untuk menganalisis perihku konsumen mencakup kaitan antara aspekaspek
cognition dan affect, lingkungan, perlahku dan strategi pemasaran.
Perilaku konsumen di Indonesia pada tahun ‘90an banyak diwarnai berbagai
masalah konsumerisme, serta berbagai perubahan kondisi perekonomian, faktorfaktor
yang membentuk perilaku konsumen itu sendiri dan orientasi gaya hidup
masa mendatang.
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