Teori Nilai Guna (Utility)

The video begins with an introduction to the topic of utility theory in consumer behavior, emphasizing the importance of watching the entire video and summarizing the material in a one-page document. The instructor highlights the significance of understanding consumer behavior, which explains why consumers buy more goods at lower prices and less at higher prices. Two approaches to consumer behavior theory are introduced: cardinal and ordinal approaches, focusing on how consumers derive satisfaction from various commodities and how this satisfaction can be quantified or ranked.

The discussion continues with the concept of marginal utility, which refers to the additional satisfaction gained from consuming one more unit of a good. The law of diminishing marginal utility is explained, indicating that as consumption increases, the additional satisfaction gained from each additional unit decreases. Graphs illustrating total utility and marginal utility curves are presented, showing how total utility rises with consumption but eventually declines if consumption exceeds a certain point. The relationship between different products' marginal utilities and consumer surplus is also explored, emphasizing the importance of maximizing utility across different goods.