scholarly journals The Influence of Word-of-Mouth Marketing Strategy on Consumer Decisions to Use Land Transportation Services CV. Taxi Service 88 Kotamobagu

2021 ◽  
Vol 9 (10) ◽  
pp. 29-35
Author(s):  
Agus Irianto Paputungan ◽  
Saldin Paputungan ◽  
Herry Mokoginta
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Transportation Services ◽  
Consumer Decisions ◽  
Taxi Service

scholarly journals PENGARUH WORD OF MOUTH (WOM), KUALITAS PELAYANAN, KEAMANAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA TRANSPORTASI ONLINE GRABBIKE DI KOTA SURAKARTA

2021 ◽  
Vol 5 (1) ◽  
pp. 61
Author(s):  
Yasmin Rajaa Nabilah ◽  
Andri Nurtantiono
Keyword(s):  
Service Quality ◽  
Word Of Mouth ◽  
Transportation Services ◽  
Consumer Decisions

The purpose of this study was to determine the effect of Word of Mouth, Service Quality, Security, and Trust on Consumer Decisions using GrabBike Online Transportation Services in Surakarta City. From distributing questionnaires to 100 respondents, results show that Word of Mouth, Service Quality, and Trust have a significant effect on consumer decisions while security has no significant effect on consumer decisions. Keywords: Consumer Decisions, Word of Mouth, Service Quality, Security, Trust

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.

scholarly journals Word of Mouth Marketing Strategy

2018 ◽  
Vol 182 (2) ◽  
pp. 1-6
Author(s):  
Suraj Krishnan ◽  
L. C.
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry

2020 ◽  
pp. 265-287
Author(s):  
Anna Makrides ◽  
Demetris Vrontis ◽  
Michael Christofi
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Survey Methodology ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Widespread Access ◽  
The Impact ◽  
Core Part ◽  
Positive Effect

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

scholarly journals Influence of Negative eWOM on Switching Intention

2018 ◽  
Vol 9 (2) ◽  
pp. 67
Author(s):  
Jamil Bojei ◽  
Haliyana Khalid ◽  
Geetha Nadarajan
Keyword(s):  
Word Of Mouth ◽  
Survey Response ◽  
Electronic Word Of Mouth ◽  
Consumer Decisions ◽  
Switching Behaviour ◽  
Switching Phenomenon ◽  
Mobile Consumer ◽  
Consumer Switching ◽  
High Degree

Despite discussions on strong and growing influence of electronic word-of-mouth (eWOM) on consumer decisions, there is insufficient effort to validate negative eWOM as a key source of causal data towards mobile consumer switching behaviour. Studies have indicated strong negative eWOM leads to high degree of influence on switching behaviour (Zhang et al., 2015). However, these studies are based on consumers’ survey response on how the negative eWOM impacts their decisions with emphasis on the strength and valence of the negative eWOM. Limited studies explore the contents of negative eWOM itself and how the choice of words is reflective of consumer elements or contexts which are meaningful towards understanding the causality between negative eWOM and switching behaviour (Martins et al., 2013; Qahri et al., 2015). The content of the negative eWOM sheds light on consumer elements related to mobile consumer switching behaviour, described as issues and situations. This study identifies and validates the causality of key consumer elements highlighted in the negative eWOM in association with mobile consumer switching phenomenon.

Strategi pemasaran jasa transportasi taksi konvensional menghadapi persaingan jasa transportasi berbasis aplikasi online di Surabaya

2019 ◽  
Vol 7 (1) ◽  
Author(s):  
Dwi Karya Yuris Prabawati ◽  
Soni Harsono
Keyword(s):  
Marketing Strategy ◽  
Complete Information ◽  
Phenomenological Approach ◽  
Online Application ◽  
Transportation Services ◽  
Physical Evidence ◽  
Open Questions ◽  
The Face ◽  
Promotional Strategies ◽  
Qualitative Phenomenological

This research analyzes and explains the application of conventional taxi marketing strategy of Blue Bird in face of online application based transportation competition in Surabaya Indonesia. This research uses qualitative phenomenological approach. Data were collected from the operational and marketing managers of Blue Bird taxi (1 person), the driver (10 persons), and customer (10 people). To obtain complete information has been done observation, documentation, and interviews with open questions. The results show that Blue Bird's taxi marketing strategy consists of services, prices, distribution, promotion, people, physical evidence and processes that can impact on the company's performance is still not running well in the face of competition of online application-based transportation services. In terms of distribution strategies, people, physical evidence, and processes have been excellent but in product strategy, service, pricing, and promotional strategies are still in a weak condition. The implication of this research is that Blue Bird companies can improve their service innovation primarily on technology aspects, and then lower tariffs for consumers, and lastly use the internet medium to improve efficiency and cheaper than others so as to compete with online-based applications transportation services in Surabaya.

scholarly journals Effect of Emotional Experience, Electronic Word of Mouth, Reputation, Customer Satisfaction on Loyalty

2020 ◽  
Vol 1 (4) ◽  
pp. 215-227
Author(s):  
Brendi Wijaya ◽  
Henilia Yulita
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Quantitative Methods ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Emotional Experience ◽  
Air Transportation ◽  
Electronic Word Of Mouth ◽  
Transportation Services ◽  
The Public

Lion Air was chosen by the public as an airline because of its lower fares compared to other airlines. However, Lion Air also often creates problems in terms of service, namely passenger displacement due to delay. With a negative emotional experience will have an effect on reputation decline, due to electronic word of mouth by consumers who are dissatisfied with the service. This type of research uses quantitative methods. The population of this research is all consumers who have used Lion Air transportation services with a sample of 100 respondents. The data collection method uses purposive sampling method. Technical analysis using SMART PLS 3.0 consists of three types, namely instrument testing, prerequisite tests, and hypothesis testing. The results showed that consumer satisfaction is influenced by emotional experience, E-Wom is influenced by emotional experience, reputation is not influenced by emotional experience, loyalty is not influenced by customer satisfaction, E-Wom is influenced by customer satisfaction, reputation is influenced by consumer satisfaction, Loyalty is influenced by Reputation, Reputation is influenced by E-Wom, and Loyalty is also influenced by E-Wom.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY

2019 ◽  
Vol 19 (2) ◽  
pp. 107 ◽  
Author(s):  
Siti Maria ◽  
Tommy Pusriadi ◽  
Yundi Permadi Hakim ◽  
Dio Caisar Darma
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Direct Effect ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Significant Positive Effect ◽  
Transportation Services ◽  
Data Source ◽  
Positive Effect

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

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