Pascasarjana ARS University

Sustainable Marketing Strategy: The Psychological Factors of Consumer

Penulis
Dosen:
  1. Doni Purnama Alamsyah
Tanggal Terbit
14 September 2021
Kategori
Seminar Internasional [Lainnya]
Penerbit
Proceedings of the Second Asia Pacific International Conference on Industrial Engineering and Operations Managemen
Kota / Negara
Surakarta / Indonesia
Halaman
2300-2305
URL
https://ieomsociety.org/indonesia2021/proceedings/
Abstrak
The purpose of this study is to discuss the concept of consumer psychological factors in selecting products, services or assessing the company's brand. The study was conducted qualitatively by comparing previous theoretical studies, as well as analysis to find the concept of psychological factors. The results of the study said that psychological factors were the internal behaviour of consumers that influenced consumers' behaviour which was assessed from several dimensions, namely motivation, cognition, perception, learning, belief, and attitude. However, in studying the psychological factors it needs to be adjusted to the objectives of the marketer because they have different measurements. This research is useful as initial information for marketers to determine the marketing strategy so that the achievement of marketing performance can be easier and supports the sustainable performance of the company