Gusti, Yenni Kurnia (2011) PERLUASAN KONSEP DIRI DALAM BIDANG PEMASARAN. Jurnal Kajian Bisnis, 19 (3). pp. 1396-1403. ISSN 0854-4530


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This This paper discusses the extension and application of self-concept that is used to develop the field of marketing research. This article described definitions, theories, and research results related to the concept of self (self concept), the suitability of self-image (self-image congruence) and the measurement of self concept. Self-concept is a multidimensional concept, at least four components have been identified: (1) real self (selfactual or objective), the actual way a person, (2) self image (subjective self)-the way people see themselves, (3) the ideal self (self-actualization). Self-concept and self-image affect a person’s buying behavior is the tendency of consumers to buy products. The matter can enhance the image of him. The product with a certain brand can match the self-concept, so the consumer will be more satisfied. The satisfaction of consuming products will contribute to one’s desired self-concept. Consumer satisfaction with products purchased in accordance with their self-concepts. The process can reinforce self-concept of consumers. The new method of measuring self-image encourages many subjects to get around the truth of the product user image, compared to the response through the use of some pre-defined image. There are significant findings that give support to the prediction. This paper is expected to be the basis of making a complete model that shows a series of a consumer’s purchase decision process. Keywords: self-concept, self-image congruence

Item Type: Article
Subjects: B. Manajemen > Manajemen Pemasaran > Strategi Pemasaran
Divisions: S1 Manajemen
Depositing User: Library STIE Widya Wiwaha
Date Deposited: 27 Aug 2020 04:00
Last Modified: 27 Aug 2020 04:00

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