Proses Keputusan Pembelian (skripsi, tesis, disertasi)

Terdapat beberapa tahap yang dilakukan konsumen dalam melakukan
proses keputusan pembelian. Tahap-tahap tersebut yang akan menghasilkan suatu
keputusan untuk membeli atau tidak terhadap suatu produk. Setelah membeli
produk konsumen akan merasa puas atau tidak puas terhadap produk yang
dibelinya.
Terdapat lima tahap yang dilalui konsumen dalam proses pembelian
menurut Kotler dan Amstrong (2014:176). Model ini menekankan bahwa proses
pembelian bermula sebelum pembelian dan berakibat jauh setelah pembelian.
Adapun penjelasannya adalah sebagai berikut.
1. Need recognition. The buying process starts with need recognition the
buyers recognizes a problem or need. The need can be triggered by internal
stimuli when one of the person’s normal needs.
2. Information search. An interested consumer may or may not search for
more information. If consumer’s drive is strong and a satisfying product is
near at hand, he or she is likely to buy it then. If not, the consumer may store
the need in memory or undertake an information search related to the need.
3. Evaluation of alternatives. Alternative evaluation that is how the
consumer processes information to arrive at brand choices.
4. Purchase decision. Generally, the consumer’s purchase decision will be to
buy the most preferred brand, but two factor can come between the
purchase intention and the purchase decision.
5. Postpurchase behavior. After purchasing the product, the consumer will
either be satisfied or dissatisfied in postpurchase behavior of interest to the
marketer.