A STUDY OF WORD OF MOUTH RELATED TO CONSUMER PURCHASE DECISION OF WOODEN FURNITURE ON LEILEM VILLAGE
Abstract: Purchasing decisions
is the selection of a decision as an act of two or more alternative option.
Here it is assumed that all voluntary behavior is based on the desire generated
when consumers consciously and rationally choose one among alternative actions
available. Consumer choice is Alternative the expected benefits and narrowing
the options until the end of the selected alternative that can meet and satisfy
the needs and desires. The purpose of this study is to analyze the relationship
of words of mouth and customer purchasing decision on wooden furniture From
Leilem. This research is conducted qualitatively. The result of this research
is the words of mouth is related to the selling of wooden products from leilem
and this study also found that most of the producers in leilem village are not
really familiar with internet and other sophisticated e-marketing strategies,
they do not even really have idea of how marketing works in their industry.
This research could be a recommendation to other manufacturers to continuously
improve the quality of their products and the way they interact with their
customers. This study shows that the words of the mouth is very connected to
the consumer's purchasing decision.
Key words: words of mouth,
purchasing decision, consumer behavior
Penulis: Irene Christine
Tamon, Sifrid S Pangemanan, Merinda Pandowo
Kode Jurnal: jpmanajemendd170846
