26 3 Social class, it is a relatively permanent communities defision and
regularly with its members adhere to the values, interests, and behavior are similar
2. Social
1 The group, consisting of two kinds: first, the group membership of a grouping that has direct influence. Having regular interactions but
informally like family, friends, neighbors and co-workers. Second, the reference group that serves as a point of comparison or reference
directly or indirectly, in shaping the attitude or behavior of a person. 2 Family, its most important consumer purchases in the community,
such as husband, wife, and children. 3 Role and status, the role consists of the activities undertaken are
expected of someone who is around him. Each role carries a status that reflects the award given by thesociety.
3. Personal
1 Age and stage of life cycle, buying is also shaped by the family life cycle stage of the Stages which may be traversed families according
his maturity. Of young, middle and old age. 2 Jobs, jobs of a person also affects goods and services bought.
3 The economic situation, the economic situation influences the choice of products. The marketing of products that are sensitive to income
observed trends in personal income, savings and interest rate.
27 4 Lifestyle is a pattern of a persons life that is embodied in the
psychographic, including Lifestyle activities work, hobbies, shopping, sports, social activities, interest food, fashion, family,
recreation, opinions social issues, business, product. 5 Personality, personality refers to psychological characteristics unique
that caused the response is relatively consistent and last a long time.
4. Psychological
1 Motivation, psychological needs that arise from the need for recognition, appreciation, or sense of belonging. Most of this demand
is not strong enough to motivate a person to act at a time. 2 Perception, is a process where people in selecting, organizing, and
interpret information in order to form an overview of the meaning of the world.
3 Knowledge, the importance of the practice and theory of knowledge for marketers is they can shape demand for a product by connecting it
with a powerful thrust, using instructions that evokes the motivation. 4 Confidence and attitude, confidence is a descriptive thought that has a
person about something. Marketers are interested in someone that people formulate regarding specific products and services, since these
beliefs drew up the image of the brand and products that affect the behavior of buyers.
The purchase decision making process consists of five stages are as follows Kotler, 2005: 204
