scholarly journals PENGARUH WORD OF MOUTH TERHADAP KEPERCAYAAN KONSUMEN DALAM BERBELANJA SECARA ONLINE

2021 ◽  
pp. 1407
Author(s):  
Kartika Imasari Tjiptodjojo ◽  
Surya Setyawan ◽  
Henky Lisan Suwarno ◽  
Yolla Margaretha
Keyword(s):  
Word Of Mouth ◽  
Communication Strategy ◽  
Personal Relationship ◽  
Consumer Confidence ◽  
Marketing Communication ◽  
Word Of Mouth Communication

This study wants to describe the marketing communication strategy widely used today, namely word of mouth where this form of communication purely relies on the ability of consumers to hear and convey messages or news through conversation. Through word of mouth, consumers can feel a more personal relationship with the company. The word-of-mouth communication strategy is considered quite capable in building consumer confidence in shopping, especially shopping online. This research took a sample of 100 respondents in Bandung City who actively visit the marketplace and make purchases at least twice a month. The results showed that there was an effect of word of mouth on consumer confidence of 0.263 or 26.3 percent.Penelitian ini ingin menggambarkan mengenai strategi komunikasi pemasaran banyak digunakan pada masa sekarang yaitu word of mouth dimana bentuk komunikasi ini secara murni mengandalkan kemampuan konsumen dalam mendengar dan menyampaikan pesan atau berita melalui percakapan. Melalui word of mouth, konsumen dapat merasakan hubungan yang lebih pribadi dengan perusahaan. Strategi komunikasi word of mouth dinilai cukup mampu membangun kepercayaan konsumen dalam berbelanja, khususnya belanja online. Penelitian ini mengambil sampel 100 responden masyarakat di Kota Bandung yang secara aktif mengunjungi marketplace dan melakukan pembelian minimal dua kali dalam sebulan. Hasil penelitian menunjukkan bahwa terdapat pengaruh word of mouth terhadap kepercayaan konsumen sebesar 0,263 atau 26,3 persen.

scholarly journals MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG

2019 ◽  
Vol 4 (1) ◽  
pp. 1 ◽  
Author(s):  
Afifatur Rohimah ◽  
Mohammad Insan Romadhan
Keyword(s):  
Social Relationships ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Mapping Approach ◽  
Religious Tourism

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

scholarly journals Pelatihan Literasi Keuangan Syariah Melalui Metode Getok Tular (Word Of Mouth Communication)

2019 ◽  
Vol 1 (2) ◽  
pp. 82
Author(s):  
Zaldy Suhatman ◽  
Sahlan Hasbi
Keyword(s):  
Financial Literacy ◽  
Financial Services ◽  
Word Of Mouth ◽  
Change Agents ◽  
Communication Strategy ◽  
Public Understanding ◽  
Knowledge Based ◽  
Product Features ◽  
Communication Method ◽  
Word Of Mouth Communication

Based on the national survey data of the Financial Services Authority, the conventional Financial literacy index in Indonesia reaches 29.1% while the Sharia financial literacy index is only 8.1% or lower than 30 percent conventional financial literacy. This condition shows the lack of public understanding of the product features and activities of sharia finance institutions considering that the terms used are generally a new term for Indonesian society. Since the year 2018 United Cooperative Relatives of Pulo Kambing converted into a Shariah cooperative. But from 33 managers and managers of active cooperatives, only 12.1% or only 4 people) who have participated in the training of sharia cooperatives. The solutions offered to solve the problem of knowledge gaps of managers, managers, and members of sharia cooperatives, the sharia financial literacy is done by Getok Tular (Word Of Mouth Communication) method which aims to Give birth to change agents who are ready to transmit his knowledge about sharia-urban.  Based on the results of devotion, there is increased post-training knowledge. Based on the results of pretests and posttest there is a hike of 35 points so that it can be concluded that there is an increase in participants about the sharia cooperative and can be categorized that the trainees have fulfilled the criteria as an agent Infanteer tular (Word Of Mouth Communication strategy).

scholarly journals Marketing Communication Strategy of Kampoeng Heritage Kajoetangan Malang using SOSTAC Model

2021 ◽  
Vol 8 (6) ◽  
pp. 481-493
Author(s):  
Viola Fardhi Maghfira
Keyword(s):  
Information Technology ◽  
Word Of Mouth ◽  
Communication Strategies ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Tourist Attraction ◽  
Marketing Communication ◽  
Communication Tools ◽  
Descriptive Research

This study explores how marketing communication strategies in thematic villages are described with the SOSTAC model. This research aims to analyze the marketing communication strategy that has been carried out by Kampoeng Heritage Kajoetangan Malang using the SOSTAC Model. To achieve this objective, this study uses descriptive research, which means that this research describes systematic, factual, accurate from the data obtained and then analyzed to obtain the results needen in the study. The results showed that in the KJT village the marketing communication strategy that had been carried out had gone well using marketing communication tools such as publicity, direct marketing, personal selling, word of mouth to attract visitors. The focus of KJT for marketing communication strategies is image, tourist attraction, advances in information technology. The marketing communication strategy that shows the interest of Kampoeng Heritage Kajoetangan is dutch era buildings that are still well cared for and preserved to become a characteristic of Malang city which is identical to a heritage city.

scholarly journals Strategi Komunikasi Pemasaran di Syirkah Aqiqah Surabaya

2019 ◽  
Vol 9 (2) ◽  
pp. 180-194
Author(s):  
Ulandhari Ulandhari ◽  
Lilik Hamidah
Keyword(s):  
Word Of Mouth ◽  
Communication Strategies ◽  
Online Marketing ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Interactive Marketing ◽  
Qualitative Descriptive ◽  
Descriptive Approach

This article examines the marketing communication strategy at Syirkah Aqiqah Surabaya. The purpose of this research is to identify the marketing communication strategy carried out by syirkah aqiqah in marketing its products. This study uses a qualitative-descriptive approach to understand the phenomena that occur thoroughly and deeply. The results of this study are the marketing communication strategies used by syirkah aqiqah to market and introduce their products including (1) Syirkah Aqiqah using the Word of Mouth, (2) Syirkah Aqiqah making attractive packaging, (3) Syirkah Aqiqah giving discounts and free one bottle of Syuniz. to create sales promotions, and (4) Syirkah Aqiqah uses interactive marketing or online marketing through Instagram and Facebook.

Event Sebagai Salah Satu Bentuk Strategi Komunikasi Pemasaran Produk Fashion Nasional (Event Tahunan Jakcloth)

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
Ade Rahma
Keyword(s):  
High School ◽  
High School Students ◽  
Young People ◽  
Junior High School ◽  
Word Of Mouth ◽  
Planning Process ◽  
Personal Information ◽  
Communication Strategy ◽  
Marketing Communication ◽  
School Students

Jakarta Clothing is an event which is providing all kinds of distribution store from Indonesia. The concept ofmarket are combined with many activities those are interested for young people. Jakcloth presents live musicperformances from many kinds of fabulous bands from Indonesia and also other countries. The segmentationsof Jakcloth started from Junior High School, Senior high School students, college students, and others. Sincewithout communication belongs to business, there will maybe such a rejection to the service or products offered.Marketing is one of important activity in the corporate world. Kotler in Rangkuti (2000:18) defines that marketingcommunications is a planning process and applying the concept, price, promotion and also distribution processof a number of products and services to create the exchanging that can satisty the purpose of individual andorganization. The Result of this study explains that Mipro in making strategy for Jakcloth event involvescommunication strategy word of mouth. Kotler and Keller (2007 ) suggests that the Communication Word ofMouth ( WOM ) or word of mouth communication is a process of communication that the form of recommendationseither individually or in groups to a product or service that aims to provide personal information .The event waschosen as a marketing communication strategy for national product based on clothing, this adjust with theyoung people character that is being the main target from distro clothing product sale. The young people, areenergic people, love musics and challenges. So then this event is manage appropriate with the characteristic ofyoung people.Keyword: Marketing communication strategy, event, word of mouth

scholarly journals STRATEGI KOMUNIKASI PEMASARAN PT.TOYAMILINDO (Studi Kasus Tentang Komunikasi Pemasaran Melalui Instagram di PT.Toyamilindo Cirebon)

Jurnal Signal ◽  
2019 ◽  
Vol 7 (1) ◽  
Author(s):  
Elin Herlina
Keyword(s):  
Research Method ◽  
Word Of Mouth ◽  
Communication Strategy ◽  
Research Use ◽  
Social Constructions ◽  
Marketing Communication ◽  
Media Campaign ◽  
Case Study Approach ◽  
Study Approach

ABSTRAKPenelitian ini bertujuan untuk mengetahui bentuk promosi, instagram sebagai media promosi, serta hambatan dalam melakukan pemasaran di instagram.  Penelitian tentang strategi komunikasi pemasaran melalui instagram PT.Toyamilindo menggunakan metode penelitian kualitatif dengan pendekatan studi kasus yang mendeskripsikan secara jelas dan terperinci, serta mendapatkan data yang mendalam dari kasus yang diteliti dengan cara wawancara, observasi dan studi dokumentasi. Penelitian ini menggunakan Teori Interaksi Simbolik dan Teori Social Contructions of Technology. Hasil penelitian dari strategi komunikasi pemasaran melalui instagram PT.Toyamilindo ditemukan bentuk promosi berupa periklanan, penjualan perorangan, sponsorship, dari mulut ke mulut, give away, dan publikasi pemasaran. Instagram sebagai media promosi adalah Hastag #, foto keseharian, aplikasi pemesanan. Hambatan dalam memasarkan di instagram adalah followers bertambah dengan alami, membuat materi atau konten foto, pengambilan foto. Kata Kunci: Komunikasi Pemasaran, Media Sosial, Instagram ABSTRACT This study aims to determine the form of promotion, Instagram as a media campaign, as well as obstacles in marketing on Instagram. The research on marketing communication strategy through PT. Toyamilindo Instagram uses qualitative research method with case study approach which describes clearly and detailed and gets deep data from case studied by interview, observation and documentation study. The research use Interaksi Simbolik theory dan Social Constructions of Technology theory. The results of the marketing communication strategy through Instagram PT. Toyamilindo found promotion form of advertising, individual sales, sponsorship, word of mouth, give away, and marketing publications. Instagram as a media campaign is Hashtag #, daily photos, reservations applications. Obstacles in marketing on Instagram is followers grows naturally, making material or photo content, taking photos. Keywords: Marketing Communications, Media Social, Instagram

scholarly journals Marketing Communication Strategy to Reopen A Business Venture

2020 ◽  
Vol 2 (2) ◽  
pp. 116
Author(s):  
Mohammad Fahreza
Keyword(s):  
Word Of Mouth ◽  
New Ventures ◽  
Jel Classification ◽  
Communication Strategy ◽  
New Venture ◽  
Marketing Communication ◽  
Business Services ◽  
New Business ◽  
Descriptive Approach ◽  
Potential Customers

The research aims to find the best marketing communication strategy for reopening the new business venture that engages in washing services in specialized products such as bags and shoes. This research used a descriptive approach. The research was conducted through FGD and market surveys. The observed variable was the perception of cleaning service in terms of the interests, activities, behavior, needs and desires of consumers. The result of the research shows that the approach of restarting the business is looking at a business venture as a startup. The business branding of the new venture is in a disadvantaged position compared to its competitors because it has just opened; therefore marketing strategy is to build and enhance business branding by communicating information about business services to potential customers through social media, key persons, and word of mouth. It is expected to be able to communicate the service features and a variety of information about service, price and discount, location, and other profiles of new ventures. The marketing communication strategy is based on the stages of a customer's journey to decide on a purchase, ranging from awareness, education, consideration, purchase, loyalty, to advocacy.   JEL Classification:  L21, L84, M30

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Sign in / Sign up

Export Citation Format

Share Document