{"id":7915,"date":"2020-08-25T16:26:11","date_gmt":"2020-08-25T09:26:11","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=7915"},"modified":"2020-08-25T16:26:11","modified_gmt":"2020-08-25T09:26:11","slug":"konsumen-dan-merek-bagaimana-hubungan-keduanya","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2020\/08\/konsumen-dan-merek-bagaimana-hubungan-keduanya\/","title":{"rendered":"Konsumen dan Merek. Bagaimana Hubungan Keduanya?"},"content":{"rendered":"<p style=\"text-align: justify\">Berbicara tentang merek tidak lepas dari suatu produk atau jasa. Sebelumnya, apa yang menjadi fokus utama bagi kalian ketika akan membeli sebuah produk atau memilih suatu jasa? Apa yang menjadi dasar kalian untuk memilih produk\/layanan jasa itu kembali? Melihat dari kedua pertanyaan tersebut, mungkin setiap orang memiliki jawaban yang berbeda-beda. Tetapi, beberapa peneliti meyimpulkan bahwa merek masih menjadi fokus utama bagi konsumen sebelum memilih produk\/jasa.<\/p>\n<p style=\"text-align: justify\">\u00a0Merek berperan sebagai mitra dalam suatu hubungan dan erat kaitannya dengan diri pribadi masing-masing konsumen. Merek menjadi bentuk komitmen perusahaan kepada konsumen dengan tujuan untuk menjamin konsistensi produk yang disampaikan memiliki nilai sesuai dengan yang diharapkan dan dibutuhkan konsumen. Adanya komitmen ini akan membentuk suatu hubungan antara konsumen dengan merek, dimana nantinya akan menciptakan loyalitas konsumen. Hubungan ini dibentuk oleh aspek-aspek objektif yang dapat mempengaruhi perilaku konsumen, yaitu seperti aspek <em>cognitive-affective-behavior<\/em>.<\/p>\n<p style=\"text-align: justify\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Ketiga aspek tersebut memiliki maksud bahwa perilaku konsumen akan dipengarui aspek kognitif dan afektif tertantu. Kognitif adalah proses mental dan struktur pengetahuan yang melibatkan penggunaan pemikiran logis terhadap suatu merek, dimana pengetahuan tersebut diperoleh konsumen dari pengalamannya dan tertanam dalam benak konsumen. Sehingga dapat disimpulkan bahwa aspek-aspek kognitif yang berasal dari pengetahuan dan pengalaman konsumen mengenai suatu produk akan diproses sebagai informasi untuk mengevaluasi suatu produk. Hasil evaluasi akan mempengaruhi respon afektif konsumen, yaitu berhubungan bagaimana dengan sikap, suasana hati, dan emosi konsumen terhadap suatu produk. Respon afektif tersebut selanjutnya akan menjadi penentu perilaku konsumen terhadap produk tersebut, apakah konsumen akan membeli produk, membeli kembali produk (loyalitas) atau beralih ke produk lain.<\/p>\n<p style=\"text-align: justify\">SUMBER:<\/p>\n<p style=\"text-align: justify\">Kotler, Philip &amp; Keller, Kevin Lane. 2012. <em>Marketing Management, 14<sup>th<\/sup> Edition<\/em>. Pearson Education Inc. New Jersey.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Berbicara tentang merek tidak lepas dari suatu produk atau jasa. Sebelumnya, apa yang menjadi fokus utama bagi kalian ketika akan membeli sebuah produk atau memilih suatu jasa? Apa yang menjadi dasar kalian untuk memilih produk\/layanan jasa itu kembali? Melihat dari kedua pertanyaan tersebut, mungkin setiap orang memiliki jawaban yang berbeda-beda. Tetapi, beberapa peneliti meyimpulkan bahwa [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[],"class_list":["post-7915","post","type-post","status-publish","format-standard","hentry","category-entrepreneurship-business-creation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Konsumen dan Merek. 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