When “Girl Talk” Becomes Word of Mouth in the Wedding Organizer Business in Jakarta
This qualitative study will examine the role of Girl talk as one of some tools in Word of Mouth strategy to influence consumer purchase decision in choosing a Wedding Organizer. Wedding Organizer has been chosen because it is categorized as a High Involvement product. The in depth interview was done to the sample who has chosen a Wedding Organizer based on anyone else’s experiences and testimonials, especially from people who has the strong relationship with the sample. Using narrative analysis, the result show the significant influence and role of Girl talk in a customer purchasing decision process, when a someone has a strong relationship to someone else’s in their group reference area, they must be believe and trust with whatever they suggested and said. So it is important for a Wedding Organizer company to get to know about their target’s group reference.
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Document Type: Research Article
Publication date: April 1, 2015
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