How Does Word Of Mouth Strategy Influence Marketing Strategy For Food And Beverages Company In Indonesia?

Ramadhan, Raja Rayhan (2024) How Does Word Of Mouth Strategy Influence Marketing Strategy For Food And Beverages Company In Indonesia? Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

There are many marketing strategy that available in 2023 with emerging of digital era but there is one traditional marketing strategy that very strong in every era which is Word of Mouth. With many tools that able to support and maximizing Word of mouth including digital tools and traditional, there are many possibilities that a company can make to implement word of mouth to their company. One of the industries that heavily involved in word of mouth in their industries is food and beverages industry, specifically in Indonesia where food is one of the culture. The purpose and objectives of this research is to know and understand what is company marketing strategy that involving word of mouth, how they do it, and what is the effect of that strategy to their company. In order to reach that results, the research is conduct to gain the information from fifteen company in Indonesia specifically street food and restaurant from their owner directly or people that work in the marketing division for the company. The research. The results of the research indicating that word of mouth have high influence to their company both at restaurant or street food. Every company have their different strategy involving word of mouth based on many reasons. The effect of word of mouth also depending on how the company manage it to the society whether it negative or positive. Overall word of mouth is powerful marketing tools for food and beverages industry in Indonesia and the effect of it depending how good the company manage the word in society.
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Ada banyak strategi pemasaran yang bisa dilakukan di tahun 2023 dengan munculnya era digital namun tetap ada merupakan salah satu strategi pemasaran tradisional yang sangat kuat di setiap zaman yaitu Word of Mouth. Dengan banyaknya tools yang dapat menunjang dan memaksimalkan promosi dari mulut ke mulut termasuk tools digital dan tradisional, ada banyak kemungkinan yang dapat dilakukan perusahaan untuk mengimplementasikan kata-kata tersebut mulut ke perusahaan mereka. Salah satu industri yang banyak terlibat dalam promosi mulut ke mulut di industrinya. Industri adalah industri makanan dan minuman, khususnya di Indonesia dimana makanan merupakan salah satu industrinya budaya. Maksud dan tujuan penelitian ini adalah untuk mengetahui dan memahami apa itu perusahaan strategi pemasaran yang melibatkan promosi dari mulut ke mulut, bagaimana mereka melakukannya, dan apa dampaknya strategi untuk perusahaan mereka. Untuk mencapai hasil tersebut maka dilakukan penelitian untuk memperoleh informasi dari lima belas perusahaan di Indonesia khususnya makanan jalanan dan restoran dari pemiliknya secara langsung atau orang yang bekerja di divisi pemasaran perusahaan. Itu riset. Hasil penelitian menunjukkan bahwa word of Mouth mempunyai pengaruh yang tinggi terhadap mereka
perusahaan baik di restoran atau makanan jalanan. Setiap perusahaan mempunyai strategi yang berbeda-beda melibatkan promosi dari mulut ke mulut berdasarkan berbagai alasan. Pengaruh dari mulut ke mulut juga tergantung bagaimana perusahaan mengelolanya kepada masyarakat apakah negatif atau positif. Kata keseluruhan dari mulut merupakan alat pemasaran yang ampuh bagi industri makanan dan minuman di Indonesia dan pengaruhnya. Hal ini tergantung pada seberapa baik perusahaan mengelola berita di masyarakat.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Food and beverages, Indonesia, Marketing, Word of mouth
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Raja Rayhan Ramadhan
Date Deposited:	09 Feb 2024 08:26
Last Modified:	09 Feb 2024 08:26
URI:	http://repository.its.ac.id/id/eprint/106530

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