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Pengertian Minat Beli Adalah, Indikator, Aspek-Aspek dan Tahapan
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Pengertian Minat Beli Adalah, Indikator, Aspek-Aspek dan Tahapan
Pengertian Minat Beli – Pada dasarnya, minat beli adalah bagian dari komponen perilaku konsumen dalam sikap mengkonsumsi.
Minat beli merupakan tahapan dimana konsumen membentuk pilihan mereka diantaran beberapa merek yang tergabung kedalam perangkat pilihan.
Dan pada akhirnya mereka melakukan pilihan pada satu alternatif yang paling disukai atau proses yang dilalui konsumen untuk membeli barang atau jasa berdasarkan dari berbagai pertimbangan.
Menurut Simamora (2011: 106) , minat beli pada sebuah produk dapat muncul karena adanya kepercayaan pada produk yang diiring dengan kemampuan membeli produk.
Pengertian Minat Beli Menurut Para Ahli Berikut beberapa pengertian minat beli menurut para ahli :
Kotler dan Keller (2009:15) Menurut Kotler dan Keller, pengertian minat beli adalah perilaku yang timbul akibat dari respon pada objek yang menunjukkan keinginan konsumen untuk melakukan pembelian.
Durianto dan Liana (2004: 44) Menurut Durianto dan Liana, arti minat beli adalah sesuatu yang terkait dengan perencanaan konsumen untuk membeli produk atau jasa dan berapakah jumlah unit yang dibutuhkan mereka dalam periode tertentu.
Thamrin (2003) Definisi minat beli menurut Thamrin adalah bagian dari komponen-komponen perilaku konsumen dalam bersikap mengkonsumsi, kecenderungan responden dalam bertindak sebelum keputusan membeli di jalankan.
Kinnear dan Taylor (dalam Tjiptono, 2007) Menurut Kinnear danTaylor , pengertian minat beli adalah tahapan kecenderungan responden untuk bertindak sebelum keputusan membeli benar-benar dijalankan.
Assael (2001) Menurut Assael , arti minat beli merupakan kecenderungan seorang konsumen untuk membeli suatu merek atau juga melakukan tindakan yang terkait pembelian yang di nilai dari peluang konsumen untuk melakukan pembelian.
Ferdinand (2002) Menurut Ferdinand , definisi minat beli adalah pernyataan mental dari diri konsumen yang dapat merefleksikan rencana pembelian sejumlah produk tertentu dengan merek tertentu.
Yamit (2001: 77) Menurut Yamit , arti minat beli konsumen adalah evaluasi purna beli atau hasil evaluasi setelah membandingkan apa yang dirasakan dengan harapannya.
Baca juga | Cara Mengukur Efektivitas Iklan Dan Indikator yang Mempengaruhi
Indikator Minat BeliFerdinant (2000) menyatakan bahwa minat beli dapat dilihat dari beberapa indikator, yaitu :
Minat transaksionalIndikator ini merupakan kecenderungan seseorang untuk membeli produk.
Minat referensialIndikator minat referensial merupakan kecenderungan seseorang untuk mereferensikan produk kepada orang lain.
Minat preferensialIndikator minat preferensial adalah minat yang menggambarkan perilaku seseorang yang memiliki preferensi utama pada produk tersebut.
Preferensi ini hanya dapat digantikan jika terjadi sesuatu dengan produk preferensinya.
Minat eksploratifDidalam minat ini bisa melukiskan perilaku seseorang yang selalu mencari informasi terkait produk yang di minatinya serta mencari informasi untuk mendukung sifat positif dari produk tersebut.
Baca juga | Iklan Media Cetak Adalah dan Jenis-Jenis Paling Populer
Aspek-aspek Minat BeliMenurut Suwandari (dalam Rizky dan Yasin, 2014) yang menjadi indikator minat beli seorang calon konsumen adalah sebagai berikut:
Perhatian (Attention ) : perhatian calon konsumen terhadap produk yang ditawarkan oleh produsen. Pesan yang ada harus menarik perhatian konsumen sasaran karena pesan yang mampu menarik perhatian yang akan dilihat oleh konsumen. Ketertarikan (Interest ) : ketertarikan calon konsumen terhadap produk yang ditawarkan oleh produsen. Setelah perhatian konsumen berhasil direbut, maka pesan harus dapat menimbulkan ketertarikan sehingga timbul rasa ingin tahu secara lebih rinci didalam konsumen, maka dari itu harus dirangsang agar konsumen mau untuk mencoba. Keinginan (Desire ) : keinginan calon konsumen untuk memiliki produk yang ditawarkan oleh produsen. Pesan yang baik harus dapat mengetahui keinginan konsumen dalam pemaparan produk yang ditampilkan di pesan tersebut. Tindakan (Action ) : calon konsumen melakukan pembelian terhadap produk yang ditawarkan. Baca juga | Faktor yang Mempengaruhi Minat Beli Menurut Kotler dan Susanto (2001)
Faktor-faktor Yang Mempengaruhi Minat BeliLidyawatie (2008) menjelaskan bahwa ada beberapa faktor yang mempengaruhi minat beli konsumen yaitu sebagai berikut:
Perbedaan pekerjaanAdanya perbedaan pekerjaan seseorang dapat menjadi faktor yang dapat mempengaruhi minat beli.
Dengan adanya hal ini maka bisa diprediksi bahwa minat pada tingkat pekerjaan yang ingin dicapainya, aktivitas yang dilakukan, penggunaan waktu senggangnya, dll.
Perbedaan sosial ekonomiSeseorang yang mempunyai sosial ekonomi tinggi akan lebih mudah mencapai apa yang diinginkannya daripada yang mempunyai sosial ekonomi rendah.
Perbedaan hobi atau kegemaranArtinya bagaimana seseorang menggunakan waktu senggangnya.
Perbedaan jenis kelaminFaktor ini dapat diartikan minat wanita akan selalu berbeda dengan minat yang dimiliki oleh pria, contohnya adalah dalam pola belanja yang bebeda.
Perbedaan usia, artinya usia anak-anak, remaja, dewasa dan orang tua akan berbeda minatnya terhadap suatu barang, aktivitas benda dan seseorang.
Baca juga |Pengertian Supply Chain Management (SCM) Adalah
Tahapan Minat BeliDalam menentukan minat beli atau mendorong konsumen untuk melakukan pembelian terhadap produk atau jasa yang ditawarkan.
Secara garis besar terdapat 4 (empat) tahapan untuk menarik minat beli yang dikenal dengan AIDA (attention, interest, desire dan action).
Berikut penjelasannya :
Attention Attention adalah tahapan awal untuk menilai produk atau jasa apakah sesuai dengan kebutuhan calon pelanggan dan calon pelanggan dapat mempelajari produk atau jasa yang di tawarkan.
Interest Tahapan Interest merupakan tahapan dimana calon pelanggan mulai tertarik untuk membeli produk atau jasa yang ditawarkan.
Hal ini terjadi setelah mereka mendapatkan informasi mendetail terkait dengan produk atau jasa yang ditawarkan.
Desire Didalam tahapan desire , Calon pelanggan akan mulai memikirkan dan juga berdiskusi terkait dengan produk atau jasa yang di tawarkan
Hal ini dikarenakan adanya hasrat dan keinginan untuk membeli mulai timbul.
Pada tahapan ini calon pelanggan sudah memiliki minat pada produk atau jasa yang ditawarkan.
Hal ini dapat ditandai dengan adanya minat yang kuat dari calon pelanggan untuk membeli serta mencoba produk atau jasa yang ditawarkan.
Action Dalam tahapan action ini, calon pelanggan sudah memiliki kemantapan yang tinggi untuk membeli atau menggunakan produk atau jasa yang di tawarkan.
KesimpulanMinat beli bisa didapatkan dari proses belajar dan proses pemikiran yang bisa membentuk persepsi.
Selain itu minat beli juga bisa memunculkan motivasi yang dapat terus terekam di dalam pikirannya sehingga pada akhirnya mereka harus memenuhi kebutuhan dan mengaktualisasikan apa yang ada didalam pikirannya.
Demikianlah pembahasan tentang Pengertian Minat Beli Adalah, Indikator, Aspek-Aspek dan Tahapan.