Word Of Mouth Sebagai Strategi Komunikasi Pemasaran Konveksi Fajar Busana Di Desa Ngargorejo Boyolali

Pramudyawati, Diah and , Dr. S.M Budiyanto, Drs., M.Pd (2021) Word Of Mouth Sebagai Strategi Komunikasi Pemasaran Konveksi Fajar Busana Di Desa Ngargorejo Boyolali. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aims of this study are to: (1) describe the elements in the word of mouth marketing communication strategy at Fajar Busana convection. (2) Describe the mechanism of word of mouth marketing communication strategy at Fajar Busana convection. (3) Describe the obstacles that occur in the word of mouth marketing communication strategy at Fajar Busana convection and their solutions. The method used is qualitative research with case study design. Data collection techniques through observation, interviews and documentation. The subjects of this research are owners, owners of subsidiaries, and consumers. The data analysis technique used interactive data analysis techniques. The object of this research is the use of word of mouth communication strategy as a media for product promotion services from Fajar Busana convection. The results of this study show that the elements of word of mouth marketing communication include talkers, topics, tools talking parts, and tracking. These elements are interconnected and sourced from the closest people in giving and receiving information. The marketing communication process starts from the owner, one consumer to another and continues to spread through word of mouth. barriers in word of mouth communication include, time, market segments, prices, marketing communications and relationships. The solution to overcome these obstacles is to carry out quality control, optimize production results, product reviews and work on orders according to the queue. Thus marketing communication using word of mouth is effective and efficient in terms of spreading the marketing of a product known to many consumers.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Marketing Communication Strategy, Word of Mouth, Convection
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	DIAH PRAMUDYAWATI
Date Deposited:	31 Aug 2021 07:11
Last Modified:	31 Aug 2021 07:11
URI:	http://eprints.ums.ac.id/id/eprint/93940

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