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2.3
Kerangka Pemikiran
Gambar 2.3 Kerangka Pemikiran Teoritis
Word of Mouth (X)
1. Tie Strength
2. Word of Mouth
Sender’s Expertise
3. Reference Group
4. Reciever’s Self
Congruity
4. Reciever’s Expertise
5. Reciever’s Perceived
Risk
6. WOM Actively Sought
by Reciever
Keputusan Pembelian (Y)
1. Pengenalan Masalah
2. Pencarian Informasi
3. Evaluasi Alternatif
4. Keputusan Pembelian
5. Perilaku Pasca
Pembelian
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