The first step in buying decision process is recognizing the need. The need of buying is the stages that required buyer to recognize their needs (Halvadar & Cavale, 2007). Usually, the consumer having a problem when comes to buying process. This is due to the multiple of choices appearing when they want to buy things. Therefore, a dilemma of choosing would happen as a result of inequity between needs and desired situations (Lamb, Hair, & Ma...
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...urchase. Hawkins & Mothersbaugh (2013) stated that satisfaction is including repurchase, positive word of mouth, and loyalty. The occurrence of dissatisfaction situation impact buyer switching to another brand and create a negative word of mouth. O’Neill and Palmer (2004) pointed out that cognitive dissonance occurs when the satisfaction is low and not fulfills their expectation. Kotler and Armstrong (2012,) expresses the view that the satisfaction of customer is a main reason to develop profitable and long-term relationship with buyers. For example, when the car’s performances meet the buyer’s expectation, the level of satisfaction is high. Plus, a seller’s profit increased because of buyer expectation and satisfaction has met. This step is carried out to ensure that the buying decision has effectively achieved its goal in delivering the purpose of message.
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