Training on Identifying Buyer Behavior in the Business Market for SMEs

Ardiansyah Rasyid; Claudya Aurellia; Meilani Anastasya; Michelle Natalie; Sherlyn Marcella

doi:10.70865/ijsscs.v2i4.48

Training on Identifying Buyer Behavior in the Business Market for SMEs

Ardiansyah Rasyid* Faculty of Economics and Business, Accounting Study Program, Universitas Tarumanagara, Jakarta, Indonesia , Indonesia
Claudya Aurellia Faculty of Economics and Business, Management Study Program, Universitas Tarumanagara, Jakarta, Indonesia , Indonesia
Meilani Anastasya Faculty of Economics and Business, Management Study Program, Universitas Tarumanagara, Jakarta, Indonesia , Indonesia
Michelle Natalie Faculty of Economics and Business, Management Study Program, Universitas Tarumanagara, Jakarta, Indonesia , Indonesia
Sherlyn Marcella Faculty of Economics and Business, Management Study Program, Universitas Tarumanagara, Jakarta, Indonesia , Indonesia

DOI: https://doi.org/10.70865/ijsscs.v2i4.48

Abstract

In today's era, business actors purchase goods and services for use in the production of their products and services with varying behaviors. In the business market, there are various buyer behaviors that require more consideration in making purchasing decisions. There are four factors that can influence purchasing decisions in the business market. The partner in this activity operates a mochi snack business located in Kemayoran, Central Jakarta. In its operations, the partner faces challenges, particularly in identifying buyer behavior in the business market. The training activity for the partner was conducted online via Zoom. The purpose of this activity is to assist the partner in enhancing their knowledge of identifying buyer behavior in the business market. The method used in this activity involves training on identifying buyer behavior in the business market, focusing on how the partner interacts with their surroundings, so that the problems faced by the partner can be addressed through the training and solutions provided. The outcomes of the activity include publications in journals and intellectual property rights (HKI).

Keywords: Buyer Behavior, Business Market, Training, SMEs

References

Bai, S., Li, F., & Xie, W. (2022). Green but unpopular? Analysis on purchase intention of heat pump water heaters in China. Energies, 15(7), 2464.

Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y. (2022). How do interpersonal interaction factors affect buyers’ purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32(1), 335–361.

da Fonseca Guerreiro, P. (2020). When Interpersonal Relationships Backfire: Understanding the Drivers of Booking Cancellations in Hospitality. Universidade NOVA de Lisboa (Portugal).

Lilien, G. L. (2016). The B2B knowledge gap. International Journal of Research in Marketing, 33(3), 543–556.

Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48, 101073.

Wei, X., & Yuan, Q. (2019). The impact of interaction between customers in virtual brand community on brand loyalty.

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189

Zhang, L., Wei, H., & Liu, Y. (2017). The path analysis of online interpersonal interaction on purchase intention based on two-factor structure of trust and distrust. Research on Modern Higher Education, 2, 3–8.