Model Perilaku Konsumen Berdasarkan Faktor Psikologis, Ekonomi, Sosial, dan Budaya di Jawa Barat

Agung Yannesa AY; Miftakul Huda; Nur Hidayati

doi:10.37151/jsma.v17i2.256

Agung Yannesa AY Universitas Pelita Bangsa
Miftakul Huda Universitas Pelita Bangsa
Nur Hidayati Universitas Pelita Bangsa

DOI: https://doi.org/10.37151/jsma.v17i2.256

Keywords: Perilaku Pembelian, Pola Perilaku, Pelanggan, Supermarket, Loyalitas Pelanggan

Abstract

Meskipun konsumen memainkan peran yang sangat krusial dalam strategi pemasaran perusahaan, pengembangan strategi yang efektif harus memenuhi kebutuhan dan keinginan mereka. Oleh karena itu, evaluasi dan pemahaman terhadap faktor-faktor dan dimensi yang mempengaruhi perilaku pembelian konsumen sangat penting bagi supermarket untuk mempertahankan dan mendapatkan pelanggan baru. Artikel ini melaporkan faktor-faktor yang mempengaruhi perilaku pembelian konsumen dan hubungan di antara faktor-faktor tersebut.

Studi ini menggunakan data dari survei cross-sectional yang dilakukan pada sampel acak 325 pelanggan di 15 supermarket di Jawa Barat. Keandalan dan validitas faktor kuesioner yang diisi sendiri dievaluasi dan dianggap memadai, sementara model persamaan struktural (SEM) digunakan untuk menguji beberapa hipotesis. Karakteristik sosial merupakan prediktor yang baik terhadap kecenderungan konsumen untuk berbelanja di supermarket, sehingga secara langsung mempengaruhi perilaku pembelian. Hubungan positif yang kuat antara faktor psikologis dan perilaku pembelian teridentifikasi berdasarkan pendapatan, yang menunjukkan bahwa meskipun karakteristik psikologis memengaruhi sikap konsumen terhadap supermarket, tingkat pendapatan dan pendidikan mungkin memainkan peran penentu dalam hal ini. Pemasar ritel secara umum dan khususnya di Jawa Barat didorong untuk mempertimbangkan hal di atas saat mengembangkan program pemasaran strategis untuk meningkatkan tingkat kunjungan. Sebagai artikel penelitian, studi ini terbatas pada data dan penelitian empiris sebelumnya. Studi ini menawarkan manfaat arah penelitian baru bagi manajer pemasaran dalam memahami dan memenuhi kebutuhan konsumen. Kontribusi utama penelitian ini, yang bersifat interdisipliner karena menggabungkan unsur-unsur terkait pemasaran dan psikologi, adalah fokusnya pada perilaku pembelian konsumen terhadap supermarket di negara berkembang, sehingga menghasilkan wawasan yang menarik

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