STRATEGI PEMASARAN WORD OF MOUTH PADA MASA PANDEMI COVID 19 (Studi Pada Produk Home Industri Mie Eblek Desa Kasepuhan)
Abstract
The purpose of this study was to determine the marketing strategy of word of mouth for the cracker noodle home industry in Kasepuhan village owned by Mr. Iman. This type of research is field research (Field Research) with a descriptive qualitative approach method. Using primary data sources obtained from observations, interviews, and documentation. The results showed that in Kasepuhan village in practice only through word of mouth did not use print and electronic media. In the midst of a pandemic, eblek noodle products continue to carry out word of mouth promotion, which he considers more practical, effective in attracting consumer buying but has decreased turnover. However, during a new normal like this, the eblek noodle industry uses three strategies, namely digital marketing strategies, soft selling strategies without leaving the word of mouth strategy so that Mr. Imanudin’s eblek noodle business can remain competitive.
Keywords: Word of mouth marketing, home industry, and promotion
Full Text:
PDFReferences
Asmidar, Y., & Ginting, E. D. J. (2017). “Pengaruh Komunikasi Dari Mulut Ke Mulut Dan Tipe Kepribadian Terhadap Intensi Perpindahan Merek Kosmetik: The Effect of Communications from Mouth To Mouth And The Personality Type Toward Transfer Intention Of Cosmetic Brand”. Psikologia: Journal Pemikirian dan Penelitian Psikologi. 12 (1). 30-42.
Bigin, Y. (2017). “The Effect of Service Quality, Customer Satisfaction and Customer Loyaltyon Wod of Mouth Marketing in Restaurants”. Journal Of Business Research Turk, 9/4, 33-62.
Bitner, M. J. (1992). Servicescapes: The Impact Of Physical Surroundings On Customers and Customer Satisfaction: A study on Nepalese Restaurants in Finland. Bachelor’s Thesis. 68. Fajriah, S. (20)
Dipesh Karki, d. A. (2018). How Food Quality, Price, Ambiance and Service Quality Effects Employees. Journal of Marketing. 56 (2), 57-71.
Dapkevičius, A., & Melnikas, B. (2009). “Influence of Price and Quality to Customersatisfaction: Neuromarketing Approach. Mokslas: Lietuvos Ateitis. 1(3), 17-20.
Fahriyah, A., & Yoseph, R. (2020). “Keunggulan Kompetitif Spesial sebagai Strategi Keberlanjutan UKM di Era New Normal”. Prosiding Seminar STIAMI (Vol. 7, No. 2, pp. 104-110).
http://repository.ipb.ac.id/. Diakses pada tanggal 15 Juli 2020.
http://repository.usu.ac.id. Diakses pada tanggal 15 Juli 2020.
https://money.kompas.com/read/2020/05/16/154900626/5-strategi-promosi-bisnis-rumahan-di-kala-pandemi. Diakses pada tanggal 15 Juli 2020.
Lavinda. 2020. “Strategi Bisnis yang Harus Dilakukan UKM saat New Normal”. Artikel. https://www.jurnal.id/id/blog/strategi-bisnis-yang-harus-dilakukan-ukm-saat-new-normal/. Diakses pada tanggal 15 Juli 2020.
Lovet, Mitchell J and Renana. (2018). There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of Mouth. Quantitative Marketing and Economics.
Rembon, A., Mananeke, L., & Gunawan, E. (2018). Pengaruh Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian pada PT. Kangzen Kenko Indonesia di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi. 5 (3).
Rulandari, N., Rahmawati, N. F., & Nurbaiti, D. (2020). “Strategi Komunikasi Pemasaran Usaha Mikro Kecil Dan Menengah Pada Era New Normal”. Prosiding Seminar STIAMI (Vol. 7, No. 2, pp. 21-28).
Wulandari, S. Z., Setyawati, S. M., & Maulana, F. A. (2019). “Strategi Meningkatkan Kepuasan Konsumen dan Word of Mouth Melalui Kualitas Layanan, Kualitas Produk Dan Suasana Toko (Studi Empiris Pada Usaha Kuliner di Purwokerto). Sustainable Competitive Advantage-9 (SCA-9). Vol. 9. No. 1.
Yuliana, R. (2013). Analisis Strategi Word Of Mouth Untuk Meningkatkan Keputusan Pembelian Pada Konsumen Di Kota Semarang. Jurnal STIE Semarang. 5. (3).
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 AmaNU: Jurnal Manajemen dan Ekonomi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
AmaNU: Jurnal Manajemen dan Ekonomi || e-issn, 2620-6099, p-issn, 2620-7680