Word Of Mouth X3 Purchase Decision

48 d. Even : a company can build an identity through the type of events it sponsors and create event to explode a bombshell.

3. Word Of Mouth X3

According to Schiffman and Kanuk 2010:512 word of mouth is a form of informal communication between individuals of a particular product or service. Word of mouth can be measured with sub variable process spreading, with the indicator as follows: Rachmanda: 2009 in Satwika, Dipta Rizky: 2011 a. The customer’s willingness to talk positively about the product by others. b. Recommended products by others c. Encourage by others to make a purchase the product

4. Purchase Decision

Based on Kotler and Amstrong 2010: 179 purchase decision is the buyer’s decision about which brand to purchase. Specific decision-making process consists of the following sequence of events are: Kotler and Keller, 2012: 188 a. Problem recognition: the buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli. With an internal stimulus, one of the person’s normal needs-hunger, thirst, sex-rises 49 to a threshold level and becomees adrive. A need can also be aroused by external stimulus. The need is anything that human’s necessary to prosper. Human needs reflect the feeling unsatisfied want fulfilled in man which appears naturally in order to survive. Types of needs human needs are many and varied. Broadly speaking, human needs can be divided into four groups, as follows: Fardani: 2013 1 Needs Primary or Necessity: primary needs that must be met in order to sustain human life. In other words, the primary requirement that must be met in order for humans to live. Those needs come naturally. Primary need is also called natural needs. Examples are included in the primary requirement is the need of eating, drinking, clothing, and housing. 2 Secondary Needs : after people can meet the needs of primary or basic needs, humans still need other needs that are complementary. The need is a secondary requirement, which needs to be fulfilled after the primary needs are met. Examples include secondary needs include the need for televisions, refrigerators, desks, chairs, books, and stationery. 3 Tertiary Needs: the need for tertiary are needs that must be met after the primary and secondary needs are met. Basically, tertiary needs is a human need for goods and services that are considered 50 luxury lux, such as luxury cars, yachts, private aircraft, and tours abroad. b. Information search: consumer often search for limited amounts of information. c. Evaluation of alternative: the consumer judgment ’s largely on conscious and rational basis. Some basic concepts to consumer evaluation process: first, the consumer is trying to satisfy a need. Second, the consumer is looking for certain benefits from the product solution. Third, the consumer sees each product as a bundle of attributes with varying abilities to deliver the benefit. d. Purchase decision: the consumer forms preference among the brand in the choice set and may also from an intention to buy the most preferred brand. e. Post purchase decision: after purchase, the consumer may have noticed a discrepancy due to certain features that disturb or hearing things that are fun about other brands, and will always be alert to information that supports his decision. 51

4. Table Operational Variable