Buyer behavior plays an important role when purchasing a product. It is important to satisfy the need and desire. Likewise, buyers differ in how they purchase a given product. Buyer behavior is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts these processes have on the buyer and society” (Hawkins and Mothersbaugh, 2013, p. 6). The purchasing decision process is a process by which the buyer decides to purchase a product or service to satisfy their needs and wants. The purchasing decision process is also called the psychological process. Perner (2008) believes that buyer behavior consists of psychological processes that buyers undergo to recognize their needs, discover techniques to meet their needs, decide to buy, interpret information, create plans, and make plans. The purchasing decision process occurs to a buyer every time they decide to purchase a product (Young and Pagoso, 2008). As mentioned by Kotler and Armstrong (2010), the purchase decision involves five important stages, namely recognition of need, search for information, evaluation of alternative, purchase decision and post behavior. -purchase. The first step in the purchasing decision process is recognizing the need. . The need to buy corresponds to the stages that force the buyer to recognize their needs (Halvadar & Cavale, 2007). Usually the consumer has a problem during the purchasing process. This is due to the multiple choices available to them when they want to buy things. Therefore, a dilemma of choice would occur due to the inequity between needs and desired situations (Lamb, Hair, & Ma...... middle of article ......purchase. Hawkins & Mothersbaugh (2013) stated that Satisfaction includes repurchase, positive word of mouth and loyalty. The occurrence of a dissatisfaction situation impacts the buyer's switching to another brand and creates word of mouth. to negative ear. O'Neill and Palmer (2004) pointed out that cognitive dissonance occurs when satisfaction is low and does not meet their expectations. main reason to develop a profitable and long-term relationship with buyers For example, when the performance of the car meets the buyer's expectations. Moreover, the seller's profit increased due. buyer's expectations and satisfaction was met. This step is performed to ensure that the purchasing decision has actually achieved its goal in delivering the message..