“Polarization” of Consumer Behavior: S-O-R Theory Perspective

Ansri Jayanti; Tasrim Tasrim

doi:10.33476/jobs.v3i2.2925

Authors

Ansri Jayanti STIE Makassar Maju
Tasrim Tasrim STIE Makassar Maju

https://doi.org/10.33476/jobs.v3i2.2925

Keywords:

stimulus, organisme, respon, perilaku konsumen

Abstract

Teori S-O-R memberikan informasi bahwa isyarat atmosfer (stimulus) mempengaruhi keadaan kognitif dan emosional pembeli (organisme), yang kemudian mempengaruhi hasil perilaku belanja mereka (respon). Nilai yang dirasakan (organisme) berdasarkan seberapa banyak pelanggan menginginkan atau membutuhkannya. Artikel ini merupakan hasil pemikiran yang dikonstruksi dari berbagai artikel kemudian disusun untuk menentukan “polarisasi” perilaku konsumen di Indonesia. Model tulisan ini menggunakan pendekatan teoritis S-O-R dalam mengurai “polarisasi”. Pendekatan penelitian dengan Teori S-O-R dimulai dengan pemberian stimulus kemudian diterima oleh organisme dan responnya. Hasil menunjukkan bahwa Stimulus merupakan faktor eksternal konsumen yang menjadi penggerak organisme. Organisme sebagai perantara stimulus dengan respon seperti sifat kognitif (memori, struktur pengetahuan, citra, keyakinan, dan pemikiran), emosi (satisfaction, rasa khawatir dan trust), sikap konsumen, motivasi hedonis, berisiko atau bermanfaat, harapan konsumen, kepribadian, pengalaman berbelanja.

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