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4. Event : a company can build an identity through the type of events
it sponsors and create event to explode a bombshell. The uniqueness of the image that will differentiate a company formed with
other companies and eventually the image will reflect the uniqueness of the situation, quality, and condition
of the company’s own that can attract customers to use products or services from companies.
G. Word of mouth
1. Definition word of mouth According to Khasali 2008 which is noted by Ervinna 2011, word
of mouth is something talked by people, the conversation occure because there is a controversy which is differenciate with the ordinary and normal
things in society. According to Michael. R. Solomon 2004:379 word of mouth is
product information individuals transmit to other individuals. Because we get the word from people we know, wom tends to be more reliable and
trustworthy than messages from more formal marketing channels. And unlike advertising, wom often comes with social pressure to conform to
these recommendations. Ironically, despite the money marketers’ entire pump into lavish ads, Wom is far more powerful: it influences two-thirds
of all consumer-goods sales.
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So word of mouth is the sound of new ideas up to our ears in several ways such as; telling stories, dialogs, conversations, shared experiences
radio and etc., and its impact remains on our souls until we ear another story, thus, word of mouth helps us to know about what is new, and what
is the latest. According to Michael R Solomon 2004:381 wom is especially
powerful when the consumer relatively unfamiliar with the product category. Talk gives the consumer an opportunity to generate more
supporting arguments for the purchase and to garner support for this decision from other.
Marketing world with rapidly technological development which has made consumers in the end become a force that has tremendous
potential, as in the daily life of consumers to talk about some things, including about a product. And at times like these terms are known
to occur with word of mouth and buzz marketing. Word of mouth now is a very effective due to the rapid technological development make the
consumer with easy to talk about a product but when face to face, word of mouth can also occur via the internet through social networking and
mobile that allow the world of mouth. And ultimately accelerate the arrival of technology increasingly spoken language. Purba,2011:24
The statement above shows that how powerful word of mouth communications have affected a consumer in making purchase decision.
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Consumers use word of mouth to talk about dozens of brand each day, from media and entertainment products such as movies, TV shows
and publications, for example to food products, travel services and retail stores. Word-of-mouth has been proven to be an effective method of
obtaining useful information for purchase decisions. Mark Hughes, 2007: 31
Increasingly ,word of mouth is being driven by social media in the form of online communities and forums, blogs, and social networks such
as Fcebook, Twitter, an YouTobe. Kotler and Keller, 2012: 584 In order to influence consumer decisions a successful word-of-mouth
message should address important products or service features. While marketers tend to build campaigns around emotional positioning,
consumers actually tend to talk —and generate buzz—about functional
messages. Word-of- mouth equity is a brand’s power to generate
messages that influence the consumer’s decision to purchase. In essence, this is the average sales impact of a brand message multiplied by the
number of word-of-mouth messages. Stratmann:2010
2. Character of word of mouth According to Hutabarat 2008 which is noted by Ervina 2011,
word of mouth can be benefit or damage. Word of mouth can be divided into 2 two character:
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a. Positive Word of mouth PWOM is the form of word of mouth that can arise when a product that has been consumed successfully
satisfying customers. Consumers who are satisfied are not necessarily going to tell anyone. Word of mouth new positive will emerge from
an experience that is considered remarkable by the consumer, who at that time a high level of emotional satisfaction.
b. Negative word of mouth NWOM is the form of word of mouth that can arise when product consumption were disappointing. Is a
phenomenon of the most feared company because a disappointed consumer would speak, not only the people closest to it. Consumers
will try to convey his disappointment to many people as possible. According to Sumardi 2009 word of mouth also takes also takes
many forms online or off line. Three noteworthy characteristics are: a. Credible: because people trust others they know and respect word of
mouth can be highly influential. b. Personal: word of mouth can be a very intimate dialogue that reflects
personal facts, opinions and experience. c. Timely: it occurs when people want it to and when they are most
interested and it often follows noteworthy or meaningful events or experience.
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3. Categories of WOM According to Andy Sernovitz 2012:6 there are 2 two categories of
word of mouth are: a. Organic word of mouth
Organic word of mouth that springs naturally from the positive qualities of your company. Many experts would argue that this is the
only legitimate form of word of mouth. b. Amplified word of mouth
Word of mouth that is started by an intentional campaign to get people talking.
Word of mouth can be measured with sub variable process spreading, with the indicator as follows: Rachmanda: 2009 in Satwika,
Dipta Rizky: 2011: 43 a. Talk positively by other about the product
b. Recommend products by others c. Encouragement by others to make a purchase
H. Purchase Decision
