Consumer Behavior

Consumer behavior is an important aspect of marketing that has evolved along with advancements in technology and the way people buy and sell goods. In the past, transactions were mostly done through face-to-face interactions between consumers, known as word of mouth (WOM). However, with the rise of online shopping platforms such as Bukalapak, Lazada, Shopee, and Tokopedia, sales are now also conducted through electronic word of mouth (eWOM).

Consumer behavior is driven by various factors that influence their purchasing decisions, including branding, WOM, and eWOM. These criteria play a crucial role in triggering consumers to buy goods and determining their buying behavior based on the characteristics of the products. Consumers have a vested interest in purchasing products based on these criteria.

The stages of consumer interest in buying and using services include attitudes towards beliefs in products and subjective norms of influential figures such as religious leaders or celebrities. Building WOM offline requires targeting specific market segments as it is subjective in nature. Similarly, eWOM also needs to ensure sales by persuading buyers through written descriptions and images to instill confidence in the product's usefulness.

Marketing is the core of sales and requires diligent and strategic efforts to be successful. By building strong marketing strategies and maintaining customer relationships through various stages like retaining customers, maintaining consumer loyalty, and increasing sales, businesses can continue to grow and thrive. Referrals play a significant role in driving sales, showcasing the importance of customer advocacy in business success.

Through WOM and eWOM marketing, businesses aim to maintain customer loyalty, ensure sales sustainability, and increase revenue. By effectively utilizing these strategies to gain referrals, businesses can expand their reach and continuously grow through electronic channels. Ultimately, the key to success lies in the ability to leverage consumer behavior and marketing strategies to drive sales and business growth in an ever-evolving marketplace.