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CHAPTER II LITERATURE REVIEW
A. Consumer Behavior
According to Tjiptono and Diana 2000: 121 consumer behavior is dominated by the paradigm of information processing information processing
paradigm. This paradigm assumes that each consumer is rational economic man who made a purchase on the basis of motive and rational choice. But in
fact, consumers purchase and consuming the products not only for functional value, but also because of the social and emotional values. Consumer
behavior is defined as the study of unit purchases buying units and exchange processes involving the acquisition, consumption, and disposal of
goods, services, experiences, and ideas - ideas Mowen and Minor, 2002: 6. Unit purchases buying units are consumers for products, services,
experiences, and ideas offered by marketers. This purchase units consisting of individuals, families, or groups who decide to buy. Furthermore, the unit can
be either consumer purchases such as, individuals and households or for- profit organizations non-profit making purchases. Consumer behavior has
strong impact on the marketing management. Modern marketing managers also use the idea of marketing concept about understanding the needs and
desires of consumers which facilitates the exchange process and the achievement of corporate profits. Therefore, they are marketing manager
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saw that satisfy the consumer is important in all marketing efforts Mowen and Minor, 2002: 28. The center of the field of science is the study of
consumer behavior exchange process. Exchange is the process whereby something tangible or intangible, actual or symbolic, is transferred between
two or more social actors Mowen and Minor, 2002: 28.
B. Customer Unsatisfaction
Customers are all those which requires product or services given by companies to meet a sacrificing to certain quality standard, and because it will
affect the performance of the company Nasution, 2005: 45. 1. Definition of satisfaction and unsatisfaction of customers
The formulation of the dominant and most widely used and referenced in the literature of Marketing and Consumer Behavior is unsatisfaction
based on the paradigm of disconfirmation Oliver in Tjiptono and Diana, 2000: 118, that customer satisfaction is defined as an evaluation, where
the perception of the performance of the products or services chosen are meet.
From these definitions it can be concluded that basically the definitions of customer satisfaction include the difference between
expectations and perceived performance or results Tjiptono and Diana, 2000: 10.
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Meanwhile, according to Peter and Olson 2005: 160 and Kotler and Armstrong 2008 consumer unsatisfaction arise when the performance of
a product turns out worse than expected performance. Consumers who are not satisfied with a product less likely to be re-purchasing, tend to switch
brands, and appealed to manufacturers, retailers, and even tell the other customers.
2. Measurement of consumer unsatisfaction In essence, measuring the level of satisfaction unsatisfaction of
customers the same as measuring the quality of a product, which is determined by variable and performance-based expectations perceived
performance Tjiptono Diana, 2001: 46. Quality and customer satisfaction are closely related. Quality gives an impulse to the customer
to establish a strong bond with the company Tjiptono Diana, 2001: 2. The concept of quality itself is often regarded as a measure of the
relative goodness of a product or service consisting of quality of design and quality of the suitability Tjiptono and Diana, 2001: 2.
According Tjiptono 2008: 67, in the quality of the products there are eight main dimensions which are usually used, namely:
1. Performance basic operating characteristics of a product and is the
main characteristic considered when the customer wants to buy a product.
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2. Feature, specific complementary characteristics that can increase
product usage experience. 3.
Reliability is the probability of failure or damage to the product within a certain time. The smaller the possibility of damage, the
more reliable the product concerned. 4.
Durability is the amount of usage of the product before the product concerned should be replaced. The greater the frequency of normal
use is possible, the greater the durability of the product. 5.
Conformance with regard to the level of product conformity to specifications predetermined by the customers wishes.
6. The ability of service serviceability is a characteristic that is
related to the speedcourtesy, competence, ease, and the handling of complaints satisfactorily.
7. Aesthetics Aesthetics is a characteristic of the beauty is subjective
so with regard to personal considerations and reflections of individual preference or choice.
8. The perceived quality perceived quality, the characteristics
associated with a reputation brand name, image. A company would not survive without consumers who use or wear the
products of the manufacturers, therefore, to improve the quality of the products produced by a company must be based on customer satisfaction
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by knowing the customer satisfaction, the goods and services produce it has more value as more consumers demand as users of the product.
According to Umar 2001: 93 quality of the product is important for consumers. Product quality, whether in the form of goods or services
should be determined by its dimensions, which is called the dimension of the quality of goods or products.
C. Advertising
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