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All Journal JURNAL BISNIS STRATEGI Journal of Indonesian Economy and Business EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen Indonesia Syntax Literate: Jurnal Ilmiah Indonesia Scientific Journal of Reflection : Economic, Accounting, Management and Business Bisma: Jurnal Bisnis dan Manajemen JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Martabe : Jurnal Pengabdian Kepada Masyarakat JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Ekonomi Manajemen Sistem Informasi Journal of Economics, Business, and Government Challenges Al-Kharaj: Journal of Islamic Economic and Business Ihsan: Jurnal Pengabdian Masyarakat Cakrawala Repositori Imwi Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Finance Research Komunika: Jurnal Ilmu Komunikasi International Journal of Ethno-Sciences and Education Research Edukasia: Jurnal Pendidikan dan Pembelajaran Journal of International Conference Proceedings Abdimas Indonesian Journal International Journal of Advanced Multidisciplinary Media Riset Bisnis & Manajemen Apollo: Journal of Tourism and Business Priviet Social Sciences Journal International Journal of Asian Business and Management (IJABM) Abdimas Mandalika El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pengabdian Masyarakat Ekonomi dan Bisnis Digital Journal of Social Work and Science Education Society Journal of Ekonomics, Finance, and Management Studies
Meirani Harsasi
Universitas Terbuka
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Transportation Other

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Journal : JURNAL BISNIS STRATEGI

 1 
WORD OF MOUTH (WOM) DALAM INDUSTRI JASA : KAITANNYA DENGAN SIKAP DAN KEMUNGKINAN MEMBELI Harsasi, Meirani
JURNAL BISNIS STRATEGI Vol 15, No 1 (2006): Juli
Publisher : Magister Manajemen, Fakultas Ekonomika dan Bisnis Undip

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (714.952 KB) | DOI: 10.14710/jbs.15.1.31-41

Abstract

In buying a service, consumers often find it is difficult to choose a suitable service provider that will serve them as they are expected. This is happened because the nature of a service is intangibility so consumers can assess the quality of a service after they consume it. One easy way for consumers to obtain information about a service is by asking someone who has consumed  the same service before. This is called word of mouth = WOM. Some researches indicate that WOM can influence the possibility of a consumer to choose and buy a service. Furthermore, an unsatisfied consumer will tell more people about a bad service than a satisfied consumer who will tells less people about a good service. This means that someone who accepts the information especially about negative WOM will possibly not do the same service purchasing. WOM can influence the possibility of someone's intention to buy a service according to a research conducted by Charlett et al in 1995. Februadi and Kusdibyo conducted the same research in 2003 and the result showed sameness  to Charletrs.  Particularly, the research also indicated that the negative WOM have a stronger influence compared to positive WOM. Therefore, service providers have to improve their service quality in many ways in order to deliver the suitable value for consumers. A service marketing strategy is needed here which difference than a product marketing strategy. In lessening the negative impact of WOM, a service provider better to conduct a service marketing covering internal marketing, external marketing, and interactive marketing.
Co-Authors Ahsla Nauli Dinanti Sianipar Ami Pujiwati Ana Sriekaningsih Ana Sriekaningsih Anas, M. Azwar Andi Mulyana Andi Sylvana Andriyansah . ANDY MULYANA Anfas, Anfas Angga Pradika, Alfian Anita Maharani Anita Maharani Anita Maharani Aprihatiningrum Hidayati Arif, Nina Fapari Arthur Sitaniapessy Br Ginting , Emmi Budiman, Rahmat Daru Asih Deni Rusmawati Agustin Devi Ayuni Diyas Timor Purnawan Dwi Lestari Dwi Rahmawati Dwiputra, Brayen Prastika Elisabeth Ria Viana Praningtyas Elizabeth Linggawati Elli Rahmawati Erni Ernawati Fahmy Radhi Fahmy Radhi Faridah Iriani Fatari Ginta Ginting Ginta Ginting Ginta Ginting, Ginta Hapzi Ali Hidayah, Zainur I Made Bayu Dirgantara I Made Bayu Dirgantara I WAYAN SUDIANA Indradewa, Rhian Irmawaty Irmawaty Isbandriyati Mutmainah Kabul Wahyu Utomo Kadir, Irma Khaerul Anam Khurniawan, Arie Wibowo Koesanto, Stefani M. A. A. Kurnia Endah Riana Kurniawati Kurniawati Laksana, Komang Agus Rudi Indra Latif, Sahraman D. Hadji M. Irfani Hendri Maesaroh, Imas Minrohayati . Moh Zubaedi Moh Zubaedi Moh. Muzamil Muammar Rifqi Khairifath Munawir Sajali Siregar Nanang Victor Hambali Nasoha, Mohamad Nenah Sunarsih Norhamida, Hana Novita Ekasari Nugraheni, Novita Nurul Qomariah Olivia Idrus Prasetyo, Mario Aditya Rahmat Budiman Rangkuti, Samsiah Ratno Purnomo Riady, Yasir Riana, Kurnia Endah Rini Subekti Rini Subekti Rini Yayuk Priyati, Rini Yayuk Rizqul Anis Rizqul Anis Sahnaz Ubud Samuel, Yosua Pardamean Shine Pintor Siolemba Patiro Silvanus Ilvan Somak Sri Langgeng Ratnasari Sri Lestari Pujiastuti SULTAN, ZULKIFLI Suseno, Bambang Dwi Sylvana, Andi Tams, Nur Fadli Wiradharma, Gunawan Yohanes Joni Pambelum Yusriani, Sri Zulfahmi