MOTIVASI

1
MOTIVASI KEBUTUHAN

• Consumer Behavior

Sengguruh Nilowardono
2

• NEED and WANTS

NEED A Discomforting Human Condition WANT A
Desire for a Specific Product so as to
Alleviate That Condition
Q. Discussion Which of these is a Need Food,
Clothing, Nike shoes, Mini car, HUMMER, etc.
Why? Why Not?
3
Motivasi

• Motivation can be describe as driving force
  within individual that impels them to action.
• This driving force can produced by stated of
  tension, which exist as the result of unfulfilled
  need.
• (Schiffman and Kanuk)

4
MODEL MOTIVASI
KEBUTUHAN
BELAJAR
DORONGAN
PERILAKU
TEKANAN
KOGNITIF
TUJUAN MEMENUHI KEBUTUHAN
TEKANAN BERKURANG
5
KEBUTUHAN

• Innate Needs
• Acquired Needs

6
Teori Kebutuhan (ABRAHAM MASLOW)
SELF ACTUALIZATION ESTEEM NEEDS SOCIAL
NEEDS SAFETY NEEDS FISIOLOGIS NEEDS
7
Hierarchy of Needs
Self-Actualization (Self-fulfillment)?
Ego Needs (Prestige, status, self-respect)?
Social Needs (Affection, friendship, belonging)?
Safety and Security Needs (Protection, order,
stability)?
Physiological Needs (Food, water, air, shelter,
sex)?
8
MOTIVASI dan STRATEGI PEMASARAN

• Dua aplikasi penting dari teori Motivasi
• - Segmentasi
• - Positioning