In the second stage of the decision-making process, consumers search for information.

Consumers may be able to select products without information, or they may need to search

for information carefully to identify all options (Solomon, 2004). Consumers can get

information from various sources such as from family and friends, magazines, and searching

or processing products using the Internet example social media. This information helps

consumers abandon a particular brand when making the final selection (Kotler & Armstrong,

2009).

After research for information, consumers will be able to evaluate different options. The

evaluation of alternatives depends on the customer and purchaser. In some cases, customers

have little or no evaluation, and instead make purchasing decisions based on impulse and

intuition (Lautiainen, 2015). In the fourth stage, consumers are ready to evaluate the

alternative and actually buying it. Consumers' purchasing decisions are usually to buy their

favorite brand. There are several factors that can influence consumer purchasing decisions,

such as the beliefs and the attitudes of others about brands created by marketers (Kotler &

Armstrong, 2009).

As mentioned earlier, even if the purchase decision has been made, the decision-making

process will continue. The final stage of the purchase process is the post-purchase behavior.

After consumers purchase products, consumers will evaluate satisfaction. If consumers are

disappointed, then their expectations of the product cannot be realized. If the product meets

expectations, then consumers will be happy and willing to spend more on that particular

brand in the future. In addition, higher customer satisfaction leads to brand loyalty. This will

usually happen when consumers' expectations are exceeded (Lautiainen, 2015).