MODEL PERILAKU KONSUMEN DALAM PERSPEKTIF TEORI DAN EMPIRIS PADA JASA PARIWISATA

The consumer behavior is an act to get and consume goods and services, included it's previewing and following process. Some models of consumer behavior have been suggested by experts more oriented of goods. Consumer behavior to buy service is a little bit different than consumer behavior to buy goods. If compared with goods, consumer's evaluation of service are more subjective, because the characteristic of services are abstract and there is no grace between produce and consume period. The result of a research about consumer behavior in visiting tourism object refers that the roles of consumer's image are very dominant in impacted their behavior. In other subject, consumer behavior to buy goods is more dominant impacted by 4 component of Marketing Mix those are product, price, place and promotion. Keyword: consumer behavior, tourism service