Understanding Communication Word of Mouth (WOM)

The term communication comes from the Latin stage, namely commimicalio, derived from communis, which means the same. For example, if two people conversing, the conversation is said to be communicative if both, in addition to understand the language used, as well as understand the meaning of material dipercakapkan (Onong, 2001).

Communicative communication is needed in building a good relationship between individuals within families and communities. Similarly, in every organization, that communication is very important as an effective tool in promoting and developing the organizations concerned. Here, organizational communication includes information from the employer formally distributed to the subordinate (downward communication) from subordinates to superiors (upward communication), the co-worker (horizontal communication) or between superiors and subordinates in the different units in a organization (cross channel communication).

Related to communication that exist in an organization, according to Hoskins (2007) views of the nature of communication among them is word of mouth communication or oral communication. According to him, communication is necessary for the internal and external organizations. Communication for internal purposes is as a means of coordination, control, any activity or activities in the organization of individuals and communally (together) at the management level and at the level of staff or employees. Here, the organization according to Hoskins (2007) serves as a forum for direct interaction that requires word of mouth communication that is a form of cooperation between two or more people in achieving the objectives to be achieved together. This suggests that any activity that occurs in organizations is the interaction between members of the organization directly to one of them through word of mouth communications. With the communication, an organization alive and growing dynamically. Organization without a communication, will lead all activity stops.

Meanwhile, word of mouth communication to external stakeholders by Hoskins (2007) aims to establish relationships with other organizations or parties concerned. An important organizational relationships with organizations outside of himself. Dalarn business cooperation, the communication through word of mouth will be more effective to establish a good bond with the organization because Iain will be able to build a strong emotional bond.

Kotler & Keller (2007) suggests that word of mouth Communication (WOM) or by word of mouth communication is a communication process for the provision of advice either individually or in groups for a product or service that aims to provide personal information. Communication by word of mouth is one of the channels of communication that is often used by companies that produce both goods and services for communications and word of mouth (word of mouth) is considered very effective in expediting the process of marketing and be able to provide benefits to the company. According to Kotler & Keller (2007), personal communication channel in the form of greeting or word of mouth (word of mouth) may be an effective method of promotion because it is generally delivered from consumers by consumers and for consumers, so consumers or customers can be satisfied to media advertising for the company. In addition, personal communications channels of word of mouth, is relatively large due to the through satisfied customers, referrals or references to products of the company's production will be more easily spread to other consumers (Kotler & Keller, 2007).

In line with the previous opinion, Siverman (2001) suggests the effectiveness of word of mouth communication (WOM) is inseparable from the nature of the communication which he defines as follows: "A form of interpersonal communication consumers Concerning Their personal experiences with a firm or a product".

From the above definition, Siverman (2001) argues that communication is word of mouth (WOM) is an interpersonal communication that occurs between individuals one individual to another based on the experience possessed by each individual to a company or product either in the form of goods or services. Support the notion Siverman, Hughes (2005) suggested the same thing that the word of mouth communication (WOM) is an effective interpersonal communication in affecting a person's attitude as in conveying information about products or services as contained in the definition of word of mouth communication as follows: " Communication about products and service 'Between WHO people are perceived to he independent of the company Providing the product or services, ma medium perceived to be independent of the conipanv ".

Based on the above quote can be interpreted that communication is word of mouth (WOM) is an interpersonal communication between or among individuals about a product or service, with status as a party that has no ties with the companies that produce goods or services. In other words, act as consumers or customers of a particular company or product Hughes (2005).