WORD OF MOUTH SEBAGAI SARANA PROMOSI KULINER

RAHMAWATI, CUCU (2014) WORD OF MOUTH SEBAGAI SARANA PROMOSI KULINER. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This research discusses the phenomena of word of mouth was on meatballs fish business of Karya Ceu Bai Malingping that has been standing for thirteen years. The success by meatball fish business of Karya Ceu Bai not use promotion through any media. This culinary business only utilizing word of mouth to spread information of the product to make a wide audience known. The identification of the research problem is how the promotional activities through organic word of mouth and amplified word of mouth at meatball fish business of Karya Ceu Bai. This research uses qualitative descriptive method. This research uses the theories of models word of mouth from Andy Sernovitz that discusses organic word of mouth and amplified word of mouth. The result of this research describe that promotional activities through organic word of mouth which is done by the customers of meatball fish business of Karya Ceu Bai really happened. Where did it is a customer of meatballs fish business. It is native appropriate judgment customers well worth of negative and positive against meatballs fish business of Karya Ceu Bai satisfaction, improve the quality of the product and a way of responding to criticism and suggestions whereby a judgment would disseminated to others. Promotional activities through amplified word of mouth also occurred at meatballs fish business of Karya Ceu Bai but not as maximum as organic word of mouth because in creating community meatballs fish business of Karya Ceu Bai not do it. Meatballs fish business of Karya Ceu Bai just evolved a tool in share opinions via telephone and texting, and as a giver of message and disseminators of information is the owner of meatballs fish business and her employees

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Jaiz, Muhammad	197106292003121001
Thesis advisor	Restu, Uliviana	198107172006042003

Additional Information:

Penelitian ini membahas tentang fenomena word of mouth yang terjadi pada usaha bakso ikan Karya Ceu Bai Malingping yang telah berdiri selama tiga belas tahun. Kesuksesan yang diraih oleh usaha bakso ikan Karya Ceu Bai tidak menggunakan promosi melalui media apapun. Usaha bidang kuliner ini hanya memanfaatkan word of mouth untuk menyebarluaskan informasi produknya agar dikenal khalayak luas. Identifikasi masalah penelitian ini adalah bagaimana kegiatan promosi melalui organic word of mouth serta amplified word of mouth pada usaha bakso ikan Karya Ceu Bai. Penelitian ini menggunakan metode deskriptif kualitatif. Penelitian ini menggunakan teori model word of mouth dari Andy Sernovitz yang membahas tentang organic word of mouth dan amplified word of mouth.. Hasil penelitian ini mendeskripsikan bahwa kegiatan promosi melalui organic word of mouth yang dilakukan oleh pelanggan bakso ikan Karya Ceu Bai benar terjadi. Hal ini asli sesuai penilaian pelanggan baik bernilai positif dan negatif terhadap bakso ikan Karya Ceu Bai mengenai kepuasan, peningkatan kualitas produk, dan cara menanggapi kritikan dan saran, dimana penilaian tersebut kemudian akan disebarluaskan kepada orang lain. Kegiatan promosi melalui amplified word of mouth juga terjadi pada usaha bakso ikan Karya Ceu Bai tetapi tidak semaksimal organic word of mouth karena dalam menciptakan komunitas usaha bakso ikan Karya Ceu Bai tidak melakukannya. Usaha bakso ikan Karya Ceu Bai hanya mengembangkan alat dalam berbagi pendapat melalui telepon dan pesan singkat, dan sebagai pemberi saran dan penyebar informasi adalah pemilik dari bakso ikan Karya Ce Bai dan para karyawannya.

Uncontrolled Keywords:

Kata Kunci: Kuliner, Promosi, Word of Mouth Key Word: Culinary, Promotion, Word of Mouth

Subjects:

Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Perpustakaan Pusat

Date Deposited:

24 Mar 2022 15:12

Last Modified:

24 Mar 2022 15:12