ANDHIKA PUTRA NUGRAHA, MUHAMMAD (2023) STRATEGI KOMUNIKASI PEMASARAN WORD OF MOUTH ALBA BAN DALAM MEMBANGUN LOYALITAS MEREK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Tight competition occurs among entrepreneurs who are trying to achieve their goals, including the business of selling tire products. Alba Ban is a car tire sales business that has used this conventional marketing communication strategy from 2010 to 2022, which has made its business brand loyal in the eyes of its consumers. This research uses a qualitative descriptive method with data collection techniques carried out by observation, documentation, and in-depth interviews, and uses the 5T Word of Mouth theory (Talkers, Topics, Tools, Taking Part, and Tracking) to assist the research process. The purpose of this research is to determine Alba Ban's Word of Mouth Marketing Communication Strategy in building brand loyalty. The results of this research: 1. Alba Ban consumers voluntarily become talkers who tell other people about their shopping experiences at Alba Ban, then invite other people to shop at Alba Ban. 2. Alba Ban consumers talk to other people about the products, types, prices and services they get when shopping at Alba Ban. 3. Alba Ban provides products for consumers to photograph or video, so they can be shared with other people. 4. Alba Ban asks, responds and educates potential consumers about tire products. 5. Alba Ban responds to reviews from its consumers directly and through the media so that its business can continue to grow.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Persaingan ketat terjadi di kalangan pengusaha yang berusaha mencapai tujuannya, termasuk usaha penjualan produk ban sekalipun. Alba Ban merupakan usaha penjualan ban mobil yang menggunakan strategi komunikasi pemasaran konvensional ini sejak tahun 2010 sampai 2022, yang membuat merek usahanya men-jadi loyal di mata konsumennya. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data dilakukan secara observasi, dokumentasi, dan wawancara mendalam, serta menggunakan teori Word of Mouth 5T (Talkers, Topics, Tools, Taking Part, dan Tracking) dalam membantu proses penelitian. Tujuan penelitian ini untuk mengetahui Strategi Komunikasi Pemasaran Word Of Mouth Alba Ban Dalam membangun loyalitas merek. Hasil penelitian ini: 1. Konsumen Alba Ban secara sukarela menjadikan dirinya sebagai talkers yang menceritakan pengalaman belanja di Alba Ban kepada orang lain, lalu mengajak orang lain untuk berbelanja di Alba Ban. 2. Konsumen Alba Ban membicarakan mengenai produk, jenis, harga serta pelayanan yang didapatkan ketika berbelanja di Alba Ban kepada orang lain. 3. Alba Ban menyediakan produk untuk di foto atau videokan oleh konsumennya, agar disebarkan kepada orang lain. 4. Alba Ban menanyakan, menanggapi, serta mengedukasi mengenai produk ban kepada calon konsumennya. 5. Alba Ban menanggapi ulasan dari para konsumennya secara langsung maupun melalui media agar usahanya bisa terus berkembang. | |||||||||
| Uncontrolled Keywords: | Strategy, Marketing Communication, Word of Mouth, Customer Satisfaction, Brand Loyalty. Strategi Pemasaran, Komunikasi Pemasaran, Word of Mouth, Kepuasan Konsumen, Loyalitas Merek. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Muhammad Andhika Putra Nugraha | |||||||||
| Date Deposited: | 28 Dec 2023 15:02 | |||||||||
| Last Modified: | 28 Dec 2023 15:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31781 |
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