scholarly journals ELECTRONIC WORD OF MOUTH SEBAGAI STRATEGI PUBLIC RELATION DI ERA DIGITAL

2019 ◽  
Vol 8 (1) ◽  
pp. 18
Author(s):  
Safira Hasna ◽  
Irwansyah Irwansyah
Keyword(s):  
Public Relations ◽  
Word Of Mouth ◽  
Public Relation ◽  
Electronic Word Of Mouth

Tujuan dari penulisan ini adalah untuk mengembangkan dan memberikan pengertian mengenai strategi public relations (PR) di era digital dengan memanfaatkan media sosial yaitu electronic word of mouth. Dengan adanya pergesaran WOM tradisional, yaitu komunikasi dari mulut-ke mulut yang dapat dilakukan secara langsung, menjadikanWOM baru yaitu eWOM dengan menggunakan media sosial dan platform online lainnya secara luas, kapanpun, dan dimanapun. Tulisan ini juga berupaya melihat keakuratan bagaimana eWOM dapat menjangkau khalayaknya secara luas dan memberikan dampak positif bagi organisasi atau perusahaan. Metode penelitian yang digunakan adalah tinjauan literatur, dimana penulis mengumpulkan informasi tentang objek tertentu dari banyak sumber, ditulis dengan baik dan ditambah dengan pendapat penulis. Penulis menemukan bahwa selain eWOM dapat digunakan dalam industri marketing, eWOM juga dapat menjadi salah satu strategi PRdalam mencapai tujuannya yaitu citra dan reputasi yang baik di mata publik. Penelitian ini menemukan bahwa eWOM menjadi salah satu toolskomunikasi yang masih dianggap baru dan terus berkembang. Komunikasi eWOM bukan sekedar pesan yang disampaikan pada banyak orang tetapi suatu praktisi PR juga dapat menciptakan eWOMsendiri dengan menekankan pada kredibilitas sumber, konten / pesan, sehingga tercipta penyebaran pesan yang positif yang berdampak bagi citra dan reputasi perusahaan.

scholarly journals ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

2021 ◽  
Vol 36 (2spl) ◽  
pp. 597-602
Author(s):  
Demoz AREFAYNE ◽  
◽  
Leake LEGESSE ◽  
Daniel ALEMSHET ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Quantitative Study ◽  
Study Design ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Sales Promotion ◽  
Public Relation ◽  
Regional State ◽  
Promotional Strategy

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

scholarly journals PENGARUH PUBLIC RELATION, ADVERTISING, DAN WORD OF MOUTH TERHADAP BRAND AWARENESS PRODUK UMKM: STUDI KASUS PADA TOKO X CAKE AND BAKERY

2021 ◽  
Vol 16 (1) ◽  
pp. 1
Author(s):  
Daniel Joel Immanuel Kairupan ◽  
Olivia Ayu Yovanda
Keyword(s):  
Public Relations ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Public Relation ◽  
Brand Awareness ◽  
Consumer Awareness ◽  
Testing Method ◽  
Analysis Technique

ABSTRAK Pemasaran merupakan sebuah aktivitas yang telah biasa terjadi dalam perusahaan untuk menciptakan, mengkomunikasikan, menyampaikan serta menawarkan produk atau jasa yang bernilai kepada konsumen. Untuk mendapatakan perhatian dari konsumen, perlu adanya strategi pemasaran dari perusahaan yang dapat menggambarkan tingkat kesadaran konsumen terhadap produk yang ditawarkan atau brand awareness. Brand awareness merupakan suatu sikap positif yang diberikan masyarakat kepada perusahaan. Brand awareness dipengaruhi oleh beberapa faktor, antara lain public relation, advertising, dan word of mouth. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness sehingga awareness yang dihasilkan tinggi. Penelitian ini bertujuan untuk mengetahui sekaligus menjelaskan pengaruh public relation, advertising, dan word of mouth terhadap brand awareness di Toko X Cake and Bakery. Penulis memilih perusahaan ini dikarenakan perusahaan tersebut saat ini memiliki permasalahan pada penguatan brand awareness. Jumlah sampel yang digunakan adalah sebanyak 160 responden yang terdiri dari pelanggan Toko X maupun yang bukan pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner secara online. Teknik analisis yang digunakan yaitu analisis regresi linear berganda. Metode pengujian hipotesis menggunakan alat bantu program SPSS v26.0. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa variabel public relation, advertising, dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness ABSTRACT Marketing is an activity that is common in companies to create, communicate, deliver and offer products or services of value to consumers. To get the attention of consumers, it is necessary to have a marketing strategy from the company that can describe the level of consumer awareness of the products offered or brand awareness. Brand awareness is a positive attitude given by the community to the company. Brand awareness is influenced by several factors, including public relations, advertising, and word of mouth. Companies need to pay attention to the factors that affect brand awareness so that the awareness generated is high. This study aims to determine as well as explain the influence of public relations, advertising, and word of mouth on brand awareness at X Cake and Bakery Stores. The author chose this company because the company currently has problems in strengthening brand awareness. The number of samples used were 160 respondents consisting of customers of Store X and non-customers. Data was collected by distributing online questionnaires. The analysis technique used is multiple linear regression analysis. The hypothesis testing method uses the SPSS v26.0 program tool. Each variable tested was valid and reliable, and was modelly feasible according to the classical assumption test. The results showed that the variables of public relations, advertising, and word of mouth had a positive and significant effect on brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness

scholarly journals Influencing electronic word-of-mouth communication: getting beyond the skepticism of social media

2017 ◽  
Author(s):  
◽  
Josh Murray
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Word Of Mouth ◽  
Supporting Evidence ◽  
Electronic Word Of Mouth ◽  
Word Of Mouth Communication ◽  
Other Consumers

This study addresses the uneasiness that public relations (PR) professionals are experiencing regarding word-of-month (WOM) communication and the growing phenomenon of electronic WOM. That uneasiness is based on the notion that companies and brands no longer control their message. Instead, consumers, who communicate with other consumers, have seized control. However, this study indicates that companies and brands can retain some control of the message if they properly engage their consumers. While eWOM communication is growing and evolving, this study finds that consumers remain skeptical about eWOM messages. They crave supporting information before deciding how to act or behave. This is where PR professionals come into play. If they can successfully engage their consumers and interact with them through avenues such as social media, they can be effective in influencing eWOM communication. The study finds that persuasive eWOM communication requires supporting evidence. It is the PR professional's responsibility to provide information that can influence the eWOM communication about their product. Several tactics outlined in this study can help PR professionals accomplish this objective.

scholarly journals Perkembangan Media Sosial pada Humas Digital dalam Industri 4.0

2021 ◽  
Vol 7 (2) ◽  
pp. 141-151
Author(s):  
Dimas Ahmad Rifandi ◽  
Irwansyah Irwansyah
Keyword(s):  
Public Relations ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Story Telling ◽  
Social Purpose ◽  
Digital Story ◽  
Social Listening

Media Sosial telah menjadi fenomena tidak terbendung, pada penelitian ini khususnya bidang humas digital diharuskan beradaptasi kedalam media sosial di industri 4.0. Tujuan penelitian untuk mengetahui perkembangan media sosial humas digital dalam industri 4.0 di Indonesia. Metode penelitian yang digunakan merupakan meta analisis dengan pendekatan kualitatif dengan pengumpulan data sekunder. Hasil penelitian diperoleh bahwa media sosial telah mengalami transformasi dalam industri 4.0 yang berkontribusi lebih banyak kepada  digital public relations sebagai alat untuk social listening, digital story telling, social purpose. Persaingan semakin kompetitif dengan penggunaan word of mouth, electronic word of mouth membuat suatu brand semakin dikenal dengan penggunaan strategi kampanye di media sosial untuk menimbulkan interaksi antar sesama pengguna sosial media, industri 4.0 memiliki peranan penting dalam perkembangan media sosial untuk meningkatkan citra dan reputasi perusahaan di Indonesia. Kesimpulan yang diperoleh bahwa media sosial telah mengalami transformasi dalam industri 4.0 yang dapat  berkontribusi lebih banyak kepada perkembangan digital public relations.

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.

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