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Memahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen
Abstract
Penelitian ini dilakukan untuk melihat dan memahami impulsive buying dalam proses keputusan pembelian konsumen dari penelitian-penelitian sebelumnya yang terbit dari berbagai artikel prosiding, jurnal, buku maupun tesis. Perilaku konsumtif konsumen berbelanja akan berdampak kepada penjual yang menyediakan produk berupa barang atau jasa dalam memenuhi kebutuhan dan keinginan konsumen. Penjual harus tanggap dan responship dalam mengelola usahanya agar konsumen tetap berbelanja di tokonya. Sementara konsumen cenderung memiliki banyak pilihan dalam berbelanja dalam memenuhi kebutuhannya di sebuah toko. Keberhasilan pemasar mampu menjual produk pada konsumen sehingga konsumen merasa puas dan melakukan pembelian ulang adalah suatu keberhasilan strategi pemasaran dengan proses yang panjang bukan suatu kebetulan. Karena kesediaan pembeli untuk melakukan pembelian terhadap suatu produk, bukan merupakan keputusan yang tiba-tiba, namun merupakan hasil dari proses evaluasi dari berbagai alternatif. Keputusan pembelian yang dilakukan konsumen belum tentu semuanya direncanakan, situasi dan kondisi dapat mendorong munculnya perilaku impulsif. Oleh karena itu, pemahaman perilaku konsumen penting dikaji untuk mengetahui tingkat intensitas kemungkinan konsumen berperilaku tertentu dalam memutuskan pembelian suatu produk bagi semua pelaku usaha.
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