Strategi pemasaran Seroja Bake dalam memicu terjadinya e-wom pada media sosial instagram

Fariza, Shabina (2023) Strategi pemasaran Seroja Bake dalam memicu terjadinya e-wom pada media sosial instagram. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (158kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (119kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (156kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (413kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (297kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (80kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (909kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (138kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (130kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Latar belakang penelitian ini adalah adanya fenomena “foodstagram” pada media sosial Instagram. Kehadiran fenomena ini juga seolah menggeser tujuan konsumen dalam mengunjungi restoran yang awalnya hanya untuk mengonsumsi menu yang ditawarkan, namun kini untuk bahan konten guna menyebarkan informasi atau rekomendasi atau bahkan sebagai ajang eksistensi diri di media sosial. Tujuan dari penelitian ini yakni menganalisa strategi pemasaran yang digunakan oleh Seroja Bake dalam menciptakan pengalaman dan memicu terjadinya e-WoM pada media sosial Instagramnya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Berdasarkan hasil wawancara dan pengamatan terhadap pelanggan dan pemilik, peneliti melihat bahwa strategi yang dilakukan oleh Seroja Bake memenuhi dimensi-dimensi pada pendekatan experiential marketing. Strategi Experiential marketing yang digunakan oleh Seroja Bake menekankan pada dimensi sense dan feel dimana timbul perasaan nyaman, intim, dan homey dari lingkungan spasial yang diciptakan serta komunikasi oleh tim Seroja Bake dalam proses pelayanannya. Electronic Word-of-Mouth dipicu oleh pemenuhan dimensi strategi experiential marketing yang memberikan pengalaman unik kepada pelanggan dan membuat mereka terhubung secara emosional dengan Seroja Bake. Hal tersebut menciptakan persepsi yang positif, dan kemudian memicu keinginan pelanggan untuk secara sendirinya dan tanpa insentif dari Seroja Bake untuk berbagi pengalaman mereka kepada khayalak luas melalui media sosial seperti Instagram/The background of this research is the phenomenon of "foodstagram" on Instagram social media. The presence of this phenomenon also seems to shift the consumer's goal of visiting a restaurant, which was originally just to consume the menu offered, but now for content material to disseminate information or recommendations or even as a place for self-existence on social media. The purpose of this study is to analyze the marketing strategies used by Seroja Bake in creating experiences and triggering e-WoM on their Instagram social media. This research uses a qualitative approach with a case study method. Based on the results of interviews and observations of customers and owners, researchers see that the strategy undertaken by Seroja Bake fulfills the dimensions of the experiential marketing approach. The Experiential marketing strategy used by Seroja Bake emphasizes the dimensions of sense and feel where comfortable, intimate and homey feelings arise from the spatial environment created and communicated by the Seroja Bake team in the service process. Electronic Word-of-Mouth is triggered by fulfilling the dimensions of an experiential marketing strategy that provides a unique experience to customers and makes them emotionally connected with Seroja Bake. This creates a positive perception, and then triggers the desire of customers to voluntarily and without incentives from Seroja Bake to share their experiences with a wider audience through social media such as Instagram.

Actions (login required)

View Item