scholarly journals STRATEGI PENINGKATAN KEPUTUSAN MAHASISWA KULIAH DI STT BANDUNG MELALUI PENDEKATAN WORD OF MOUTH DAN DIRECT MARKETING

2021 ◽  
Vol 9 (02) ◽  
pp. 1-8
Author(s):  
Agus Rahmat Hermawanto ◽  
Rina Indrayani ◽  
Teguh Aprianto
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing

Penelitian ini bertujuan untuk mengetahui pengaruh Word of Mouth dan Direct Marketing terhadap keputusan kuliah di STT Bandung. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel penelitian ini sebanyak 100 orang responden yang merupakan mahasiswa STT Bandung. Teknik pengambilan sampel menggunakan teknik accidental sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebar angket penelitian. Analisis data yang digunakan yaitu analisis deskriptif dan model SEM PLS. Hasil penelitian ini diketahui bahwa: variabel word of mouth berpengaruh signifikan terhadap minat keputusan kuliah di STT Bandung, direct marketing tidak berpengaruh berpengaruh terhadap keputusan kuliah mahasiswa kuliah di STT Bandung. Variable Word Of Mouth dan direct marketing secara simultan berpengaruh terhadap minat mahasiswa kuliah di STT Bandung. Adapun saran untuk perbaikan meningkatkan pemasangan spanduk agar memberikan informasi yang jelas kepada calon mahasiswa baru, menambah kuota penerima beasiswa supaya calon mahasiswa baru agar tergiur dengan beasiswa yang diberikan. Pihak manajemen STT Bandung memberikan kesan yang baik kepada mahasiswa ataupun kepada alumni, supaya dapat merekomendasikan kepada teman-teman dan keluarga yang sedang membutuhkan tempat kuliah.

PENERAPAN STRATEGI WORD TO MOUTH DALAM SISTEM JUAL BELI DI KELOMPOK PENGAJIAN SALAFI KOTA PEKANBARU

2017 ◽  
Vol 5 (1) ◽  
Author(s):  
Genny Gustina Sari ◽  
Genny Ervina Gusti
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Phenomenological Theory ◽  
Muslim Woman ◽  
Direct Sales ◽  
Online Sales ◽  
Rigid Model ◽  
Concept Of Word ◽  
Mix And Match

Use shar'i hijab among Muslim today has become a phenomenon. Hijab syar'i not yet old-fashioned clothes and rigid model for a Muslim, is now so many models that mix and match colors and patterns so as to remove the effects of rigid and archaic that has been attached to the hijab syar'i. This phenomenon has been accompanied by the rise of online sales system is so attractive but informants in this study is still more favor with the Word of Mouth, By using the phenomenological theory of Alfred Schutz and the concept of Word of Mouth research results; communication Word of Mouth (WOM) is considered successful influence prospective buyers, because even if the purchase happens online, the kind of sales that berlangsusng a direct sales activities with direct marketing strategy. The purchase by Word of Mouth (WOM) is more interested in the Jemaah Salafi because they regard it as a Muslim woman and a sinner is a sinner misconduct. System on the basis of religious beliefs is what causes WOM strategy to be more effective, especially as the seller is a member of the Salafi school or at least use the hijab syar'i. Keyword : WOM, buy and sell, salafi

MODEL PENGAMBILAN KEPUTUSAN MAHASISWA MEMILIH KULIAH DI STIE EKA PRASETYA MEDAN

2020 ◽  
Vol 5 (2) ◽  
pp. 20-27
Author(s):  
Muhammad Ali Akbar
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Significant Influence ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Survey Method ◽  
Prospective Students ◽  
Interactive Marketing

This research is to find out and analyze whether the promotional mix in the form of advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, personal sales have an influence on the decision making of prospective students choosing to study at STIE Eka Prasetya , and to find out and analyze which promotional mix is ​​the most influential to be used in the context of promotional activities. This research uses a quantitative approach with a survey method. The number of samples in this study were 166 students. Data collection techniques used in this study through questionnaires and documentation studies. Advertising has a significant effect but has a negative behavior towards decision making in choosing courses at STIE Eka Prasetya. Sales promotion has a significant influence and has a positive attitude towards decision making in students choosing to study at STIE Eka Prasetya. Events and experiences have a significant influence and have a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Public relations and publicity have a significant influence but have a negative behavioral contribution to the decision making of college students at STIE Eka Prasetya. Direct marketing has a significant influence and has a positive behavioral contribution to the decision making choosing to study at STIE Eka Prasetya. Interactive marketing has a significant influence but has a negative behavioral contribution towards the decision of students choosing to study at STIE Eka Prasetya. Word of mouth marketing has a significant influence and has a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Personal sales have a significant influence and have a positive attitude towards the decision making of students choosing to study at STIE Eka Prasetya. The promotional mix that most influences the decision making of prospective students is Word of mouth marketing.

Promoting Tourist Destination Image and Websites in North Sulawesi Indonesia

2015 ◽  
Vol 4 (1) ◽  
pp. 42-57
Author(s):  
Ivonne Angelic Umboh ◽  
Vincent Didiek Wiet Aryanto
Keyword(s):  
Ethnic Groups ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Country Of Origin ◽  
Destination Image ◽  
Tourist Destination ◽  
Mountain Climbing ◽  
North Sulawesi ◽  
The World ◽  
The Government

North Sulawesi's tourist destination image is imperative to be promoted to the rest of the world, it is one of the top ten tourist destination in Indonesia. The tourism objects in North Sulawesi are varying such as culinary, undersea coral diving in Bunaken and Lembe, festivals, rituals both Christian and Muslim, eco-tourism, mountain climbing, jungle explorer, variety of culture's ethnic groups, tropical panorama etc. North Sulawesi is also known to have abundant of spice (nutmeg) and one of the biggest sea coral treasures in the world. Promotion variables are composed of advertising, direct marketing, festivals, events and experiences, cooperation with other parties, promotion by word-of-mouth, and tourist destination websites. 310 foreign tourist visitors from various country of origin were drawn as sample in this study. This study reveals that foreign tourists image on promotion undertaken by the government as well as private tourism industries vary to each variable being used in this study.

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 Implementasi Bauran Promosi Dalam Upaya Meningkatkan Volume Penjualan Pada Toko Bangunan Tunggal Tata di Tuban Jawa Timur

2019 ◽  
Vol 2 (1) ◽  
pp. 77
Author(s):  
Siti Lailatuz Zahro' ◽  
Fani Firmansyah
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation

Abstrak            Material merupakan bahan baku yang mendukung proses pembangunan infrastruktur yang  menyebabkan munculnya bisnis dalam bidang material bangunan, maka banyak pesaing muncul sehingga diperlukan bauran promosi dalam mempertahankan maupun meningkatkan jumlah penjualan. Bauran promosi mempunyai enam elemen yaitu Advertising, Personal Selling, Sales Promotion, Direct marketing, Public Relation and Publisity, Word of Mouth. Pada saat ini toko bangunan Tunggal Tata berkembang pesat dengan jumlah volume penjualan yang meningkat, sehingga penelitian ini bertujuan untuk mengungkapkan bagaimana implementasi bauran promosi yang dilakukan oleh toko bangunan Tunggal Tata.            Penelitian ini dilakukan dengan menggunakan metode penelitian kualitatif deskriptif. Pengumpulan data dilakukan dengan teknik wawancara, dan observasi, serta dokumentasi. Dalam menganalisis data menggunakan teknik interaktive Model.            Hasil Penelitian menunjukkan bahwa toko bangunan Tunggal Tata menerapkan bauran promosi melalui lima elemen yaitu Advertising melalui media logo, Personal Salling melalui media pelayanan, Sales Promotion melalui media pemberian hadiah, Direct Marketing melalui media katalog, dan Word of Mouth. Berdasarkan temuan dilapangan, selain lima elemen dari bauran promosi tersebut, toko bangunan Tunggal Tata menggunakan media tambahan yakni memberikan keringananpada pelanggan dalam proses pembayaran bahan bangunan dalam bentuk pemberian hutang. Oleh karena itu toko bangunan Tunggal tata berhasil dalam meningkatkan volume penjualan dalam empat tahun terakhir.Kata Kunci­: Implementasi, Bauran promosi, Volume penjualan

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 PENERAPAN STRATEGI KOMUNIKASI PEMASARAN PROGRAM STUDI KOMUNIKASI PENYIARAN ISLAM UNIVERSITAS MUHAMMADIYAH BENGKULU DALAM MENARIK MINAT CALON MAHASISWA BARU

2020 ◽  
Vol 1 (2) ◽  
pp. 63-77
Author(s):  
Riswanto Riswanto
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation

Pendidikan mempunyai arti penting dalam memajukan suatu negara, maka dari itu di negara Indonesia telah banyak berdiri lembaga-lembaga pendidikan negeri maupun swasta mulai dari jenjang sekolah dasar (SD), menengah hingga perguruan tinggi. Perguruan tinggi sendiri dapat berbentuk Akademi, Institut, Politeknik, Sekolah Tinggi, dan Universitas. Dengan semakin berkembangnya zaman serta dengan semakin besarnya persaingan antar perguruan tinggi negeri maupun swasta yang ada. Serta semakin agresif beberapa perguruan tinggi dalam melakukan kegiatan promosi untuk berkompetisi menarik simpati calon mahasiswa. Sehingga berbagai bentuk maupun cara digunakan dalam kegiatan promosi. Persaingan perguruan tinggi makin ketat ditandai dengan terus bertambahnya jumlah perguruan tinggi baik untuk sekala nasional maupun di daerah. Universitas Muhammadiyah Bengkulu merupakan salah satu Perguruan tinggi Swasta di Provinsi Bengkulu yang di kelola oleh Yayasan Muhammadiyah. Sebagai perguruan Tinggi Swasta yang sebagian besar sumber dananya dari mahasiswa menuntut keseriusan bagi pengelola perguruan tinggi untuk menarik simpati calon mahasiswa.”Penerapan strategi komunikasi pemasaran program studi komunikasi penyiaran islam dalam menarik minat calon mahasiswa baru”. Metode yang digunakan yaitu kualitatif. Prodi Komunikasi Penyiaran Islam Universitas Muhammadiyah Bengkulu yang paling ektif yaitu melalui strategi periklanan dengan menggunakan berbagai media seperti: brosur, pamflet, poster, baliho, radio Jazirah UMB. promosi penjualan (sales promotion), personal selling, strategi mulut ke mulut (word of mouth). Strategi komunikasi pemasaran lainnya seperti Promosi Penjualan (Sale Promotion), Public relation, Direct Marketing dikembalikan kepada pihak universitas dalam pelaksanaanyaKata Kunci: Komunikasi Pemasaran, Promosi

scholarly journals Komunikasi Pemasaran Kennedy, Voice & Berliner dalam Membangun Loyalitas dengan Klien

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 350
Author(s):  
Jacqueline Annabell ◽  
Yugih Setyanto ◽  
Sisca Aulia
Keyword(s):  
Public Relations ◽  
Word Of Mouth ◽  
Participant Observation ◽  
Direct Marketing ◽  
Case Study Research ◽  
Personal Selling ◽  
Research Approach ◽  
Marketing Communication ◽  
Literature Study ◽  
High Level

Marketing communication is carried out with the main goal of selling. Companies that offer services and products compete with each other in applying marketing communication strategies to attract clients and maintain the loyalty of clients who have become regular customers. This research utilizes marketing communication theory and client's loyalty. The research approach used in this research is a descriptive qualitative approach with case study research methods and data collection techniques carried out by interviews, non-participant observation, literature study and documentation. The result of this study indicates that Kennedy, Voice & Berliner runs a mix of marketing communications, namely events and experiences, public relations and publicity, direct marketing, word-of-mouth marketing, and personal selling. Kennedy, Voice & Berliner clients have a high level of engagement and are supported by a high level of repeated purchase, reciprocity and client's satisfaction with Kennedy, Voice & Berliner in which they use the services of Kennedy, Voice & Berliner’s  public relations consultant on an ongoing basis. Komunikasi pemasaran dilaksanakan dengan tujuan utama menjual. Perusahaan-perusahaan yang menawarkan jasa maupun produk saling berkompetisi dalam mengaplikasikan strategi komunikasi pemasaran untuk menarik minat klien serta mempertahankan loyalitas klien yang telah menjadi pelanggan tetap. Penelitian ini menggunakan teori komunikasi pemasaran dan loyalitas klien. Pendekatan penelitian yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif dengan metode penelitian studi kasus dan teknik pengumpulan data dilakukan dengan wawancara, observasi non-participant, studi pustaka dan dokumentasi. Hasil penelitian ini menunjukan bahwa Kennedy, Voice & Berliner menjalankan bauran komunikasi pemasaran yaitu events and experiences, public relations and publicity, direct marketing, word-of-mouth marketing, dan personal selling. Klien Kennedy, Voice & Berliner memiliki keterikatan yang tinggi dan didukung dengan  tingkat pembelian ulang yang tinggi, adanya timbal balik dan rasa puas klien terhadap Kennedy, Voice & Berliner sehingga memakai jasa konsultan public relations Kennedy, Voice & Berliner secara terus-menerus.

scholarly journals EFEKTIFITAS KATALOG SEBAGAI MEDIA PROMOSI BAGI PENGEMBANGAN UMKM DI KABUPATEN SRAGEN

2016 ◽  
Vol 1 (1) ◽  
pp. 43
Author(s):  
Liana Mangifera ◽  
Aflit Nuryulia Pramesti ◽  
Syahrina Noormala Dewi
Keyword(s):  
Word Of Mouth ◽  
Task Force ◽  
Direct Marketing ◽  
Primary Data ◽  
Analysis Tool ◽  
Promotional Strategy ◽  
Promotional Efforts ◽  
The Village ◽  
Source Of Information ◽  
Interview Analysis

This research aims to identify the promotional mix used bambu craftsmen and formulate an effective promotional strategy for the development of bamboo handicrafts. This research was conducted in the village of Cluster bamboo craft Bendo Sukodono Subdistrict in Sragen. This research used the qualitative approach with key person as a source of information. The data used are the primary data that are taken using the indepth interview. Analysis tool used is content analysis, that perform analysis driskripsi of words that often appear in the indepth interview. This research concluded that the promotion of bamboo craftsmen do is word of mouth and exhibitions. Such promotional efforts is part of this type of direct marketing (direct marketing). The promotion will be optimized if the catalog that contains the task force created the products and pricing that is clear and complete.

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