scholarly journals Word of mouth and digitalization in small retailers: Tradition, authenticity, and change

2022 ◽  
Vol 175 ◽  
pp. 121382
Author(s):  
Pedro Cuesta-Valiño ◽  
Pablo Gutiérrez-Rodríguez ◽  
Blanca García-Henche
Keyword(s):  
Word Of Mouth

Word of Mouth

PsycCRITIQUES ◽  
2010 ◽  
Vol 55 (52) ◽  
Author(s):  
Thomas F. Cloonan
Keyword(s):  
Word Of Mouth

The Effect of Time of Message on the Emotional Content of Word-of-Mouth

2014 ◽  
Author(s):  
Cansu Sogut ◽  
Barbara Bickart ◽  
Frederic Brunel
Keyword(s):  
Word Of Mouth ◽  
Emotional Content

Word of Mouth Impairs Memory for Product Experiences

2014 ◽  
Author(s):  
Zoey Chen ◽  
Ann Schlosser
Keyword(s):  
Word Of Mouth

Word-of-Mouth Recruitment Measure

2009 ◽  
Author(s):  
Greet Van Hoye ◽  
Filip Lievens
Keyword(s):  
Word Of Mouth

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

Pengaruh Atribut Produk Dan Word Of Mouth Terhadap Keputusan Pembelian Buku Pada PT. Masmedia Buasa Pustaka Cabang Banda Aceh

2020 ◽  
Vol 1 (4) ◽  
Author(s):  
Teuku Andi Roza ◽  
Reza Desna Ramy
Keyword(s):  
Word Of Mouth ◽  
Banda Aceh

AbstrakPenelitian ini bertujuan untuk menguji pengaruh atribut produk dan Word Of Mouth (WOM) terhadap keputusan pembelian pada PT. Masmedia Buana Pustaka Cabang Banda Aceh. Penelitian ini menggunakan responden yaitu semua konsumen membeli produk melalui pelayanan penjualan buku penerbit PT. Masmedia Buana Pustaka. Pengambilan sampel secara convinience sampling yaitu pengambilan sampel secara mudah dimana penulis dapat menjadikan konsumen yang membeli produk melalui pelayanan penjualan buku yang lebih awal dijumpai secara langsung dijadikan sebagai sampel penelitian. Populasi sasaran dari penelitian ini adalah sebanyak 100 orang konsumen yang melakukan pembelian produk melalui pelayanan penjualan buku penertbit PT. Masmedia Buana Pustaka. Hasil penelitian ini menemukan produk dan harga promosi berpengaruh signifikan terhadap keputusan pembelian. Hasil penelitian ini juga menunjukkan bahwa nilai Adjusted R Square sebesar 0,569 yang menjelaskan bahwa dalam model regresi ini atribut produk dan Word Of Mouth (WOM) dalam menjelaskan keputusan pembelian sebesar 56,9% dan sisanya sebesar 43,1% dijelaskan oleh variabel lain. Hasil persamaan regresi untuk variabel atribut produk dalam penelitian ini sebesar 0,537. Hasil koefisien regresi variabel Word Of Mouth (WOM) sebesar 22,2%. Dan untuk pengujian hipotesis (t hitung > t tabel) maka hasil uji t pada penelitian ini sebesar (2,304 > 1,98472) untuk variabel atribut produk dan sebesar ( 2,075 > 1,98472) untuk variabel Word Of Mouth dengan signifikan 0,00, hasil ini menyatakan bahwa atribut produk dan Word Of Mouth berpengaruh signifikan terhadap keputusan pembelian. Sedangkan untuk pengujian hipotesis (f hitung > f tabel) maka hasil uji f pada penelitian ini sebesar (3,465 > 3,09) untuk variabel atribut produk dan Word Of Mouth dengan signifikan 0,00, hasil ini menyatakan bahwa atribut produk dan Word Of Mouth (WOM) berpengaruh signifikan terhadap keputusan pembelian. Kata kunci : Atribut Produk, Keputusan Pembelian, Word Of Mouth.

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