Komunikasi Pascapembelian Untuk Menjaga Kepercayaan Konsumen (Keterlibatan Konsumen Tinggi dalam Pembelian Produk Smartphone)  

Oleh:

Susilowardhani, Erna M.

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: InterAct: Journal on Communication vol. 01 no. 02 (Nov. 2012), page 36-45.
Topik: Consumer Confidence; High Involvement Product; Post-Purchase Communications
Fulltext: JI 0102 1112 p.36-45.pdf (243.44KB)

Isi artikel

Sales orientation is not the only indication of a successful product. Another important factor is the orientation to the consumer. More over, consumers are increasingly aware of their need and also more critical with the products they need. Therefore, manufacturers need to fi nd ways to be able to offer products that meet the expectations of the consumers so that consumers feel satisfied. Maintaining consumer confidence in the product being offered is absolutely done by the manufacturer. Evenmore there is a need to understand the purchase decision-making process of the consumers, especially for high price products. In this article, the author focuses on the study of smartphone products. The author does not focus on a single brand, but in general of smartphone products. This article describes how important a post-purchase communication and how long will it take to conduct a post-purchase communication in maintaining consumer confidence. Consumers will believe in the product if they are satisfied. Not just related to the value of the product, but also satisfied with the services to consumers. Not only the services at the time of purchase, but also post-purchase. Of course, with confidence and satisfaction achieved by the consumers, will make consumers become loyal with the product.

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