Efektivitas Komunikasi Elektronik Word Of Mouth Terhadap Produk Jilbab

Amaliah Amaliah; Saladin Ghalib; Maryono Maryono

doi:10.20527/jbp.v7i2.5719

Efektivitas Komunikasi Elektronik Word Of Mouth Terhadap Produk Jilbab

Amaliah Amaliah, Saladin Ghalib, Maryono Maryono

Abstract

This study aims to look at the extent to which electronic communication effectiveness of word of mouth to veiling product by community members using the theory Lavidge and Stainer as a benchmark for each response given in response stairs. Used stair response is the awareness, knowledge, liking, preferences, and purchase convoction. Which then each household's response summed up into the effectiveness of e wom on each response to occur on product purchasing decisions.

The research method used descriptive qualitative research, by conducting structured interviews and comparing the results with previous studies and existing theories.

In response awareness, there are 91.30%, 82.6% knowladge, liking 95.65%, 82.6% preferences, convictiong 78.26%, 82.6% purchase, it can be concluded ewom effectiveness at each stage of the response received positive results presentation.

Keywords: Communications, E Wom, Purchase Decision

Full Text:

PDF

References

Aghdaie, S.F.A., A. Sanayei, M. Etebari. 2012. Evaluation of the Consumers’Trust Effect on Viral Marketing Acceptance Based on the Technology Acceptance Model. International Journal of Marketing Studies, Vol. 4 (6), 79-94.

Arikunto, Suharsimi. 2006. Prosedur Penelitian Suatu Pendekatan Praktik Jakarta Rineka Cipta.

Basalamah, F.M. 2010. Pengaruh Komunitas Merek terhadap Word of Mouth. Jurnal Ilmu Administrasi dan Organisasi. Vol. 17 (1), 79-89.

Budiman, S.A. 2003. Minat Merefensikan Dalam Proses Adopsi Konsumen Pasca Masa Edukasi Pasar Fitur GPRS IM3 Smart di Surabaya. Jurnal Sains Pemasaran Indonesia, Vol. II (1), 1-18.

Danim, Sudarwan. 2002. Menjadi Peneliti Kualitatif. Bandung: Pustaka Setia.

Effendy, Onong Uchjana. 1998. Hubungan Masyarakat: Prinsip, Kasus dan Masalah. Bandung: Remaja Rosdakarya.

Grant, Steward. 2001. Manajemen Penjualan. Jakarta: Erlangga.

Hasan, Ali. 2010. Marketing. Yogyakarta: Media Presindo.

Hughes, Mark. 2007. Buzzmarketing. Jakarta: Elex Media Computindo.

Iriantara, Yosal. 2004. Manajemen Strategi Public Relations. Bandung: Ghalia Indonesia.

Kelly, Lois. 2007. Beyond Buzz: the Next Generation of Word of Mouth marketing. New York: AMACOM.

Kotler, Philip. 2004. Manajemen Pemasaran: Analisis, Perencanaan, Implementasi dan Kontrol. Jakarta: Prenhallindo.

Lacher, K.T., dan Richard Mizerski. 1994. An Exploratory Study of theResponses and Relationships Involved in the Evaluation of, and in the Intention to Purchase New Rock Music. The Journal of Consumer Research. 21 (2), September.

Machfoedz, Mahmud. 2010. Komunikasi Pemasaran Modern. Yogyakarta: Cakra.

Moleong, Lexy J. 2007. Metode Penelitian Kualitatif. Bandung: Remaja

Rosdakarya. Oxford University Press. 2005. OXFORD Ensiklopedi Pelajar, Alih Bahasa: Widyadara. Jakarta: Widyadara.

Philip, Kotler dan Amstrong. 2001. Prinsip-Prinsip Manajemen. Jilid 1 Edisi Kedelapan, Alih Bahasa: Damos Sihombing. Jakarta: Penerbit Erlangga.

Rosen, Emanuel. 2004. Kiat Pemasaran dari Mulut ke Mulut. Jakarta: Elex Media Komputindo.

Rosen, Emanuel. 2008. Kiat Pemasaran dari Mulut ke Mulut. Jakarta: Media Elex Komputindo.

Sernovitz, Andy. 2009. Word of Mouth Marketing: How Smart Companies Get People talking. New York: Kaplan.

Sharma, R.S., M.M. Arroyo, dan T. Pandley. 2012. The Emergence of Electronic Word-of-Mouth as a Marketing Channel for the Digital Marketplace. Journal of Information, Information Technology, and Organizations. Vol. 6, 1-21.

Shimp, Terence A. 2003. Periklanan Promosi dan Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.

Silverman, G. 2001. The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word-of-Mouth. New York: American Marketing Association.

Sloboda, John A. 1985. The Musical Mind-The Cognitive Psychology of Music. New York: Oxford University Press.

Sugiyono. 2007. Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung: Alfabeta.

Sumardy, Marlin Silviana, dan Melina Melone. 2011. The Power of Word of Mouth Marketing. Jakarta: Gramedia Pustaka Utama.

Sumarmi, Saptaningsih. 2008. Fenomena Word of Mouth Marketing dalam Mempengaruhi Keputusan Konsumen. Artikel Bisnis dan Ekonomi. Yogyakarta: Universitas PGRI.

Susanti, Esti. 2009. Word of Mouth Communication. Bandung: Penerbit

Alfabeta.Sutisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: Remaja

Rosdakarya. Syukur. 2005. Peta Kompetensi Guru Seni (Seni Rupa, Seni Tari, Seni Musik). Bandung: Universitas Pendidikan Indonesia.

Tjiptono, Fandy. 1997. Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Utama, Aditya. 2009. Model Komunikasi Word of Mouth (Studi Eksploratif Kualitatif Mengenai Model Komunikasi Word of Mouth Konsumen pada Brand Gudeg Pawon di Yogyakarta). Skripsi. Tidak Dipublikasikan Yogyakarta: Universitas Atma Jaya.

Utami, M. M., dan Ayu Noviani Hanum. 2010. Analisis Faktor-Faktor yang Mempengaruhi Word of Mouth Mahasiswa Unimus. Prosiding Seminar Nasional Unimus, 398- 415.

Wels, William D., dan D. Prensky. 1996. Consumer Behavior. New York: John

Wil Shimp, Terence A. 2003. Periklanan Promosi dan Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.

Wenger, Etienne. 2002. Cultivating Communities of Practice. Boston: Harvard Business School Press.

DOI: http://dx.doi.org/10.20527/jbp.v7i2.5719