Strategi komunikasi pemasaran word of mouth dalam meningkatkan brand awareness wardah di kelompok pengajian perumahan adiarsa Karawang = Marketing communication strategy of word of mouth in increasing brand awareness of wardah in islamic study group adiarsa Karawang housing

Putri, Belinda Dianty (2017) Strategi komunikasi pemasaran word of mouth dalam meningkatkan brand awareness wardah di kelompok pengajian perumahan adiarsa Karawang = Marketing communication strategy of word of mouth in increasing brand awareness of wardah in islamic study group adiarsa Karawang housing. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Strategi merupakan kebutuhan yang sangat penting dalam setiap organisasi/perusahaan. Dengan menggunakan strategi yang tepat dan jelas akan memberikan kemudahan kepada suatu organisasi/perusahaan dalam meningkatkan penjualan ataupun produknya dapat dikenal dengan masyarakat. Kosmetik merupakan sebuah kebutuhan khusus dan utama bagi kaum wanita dalam kesehariannya. Berbagai macam merek dan jenis kosmetik yang telah beredar di pasaran membuat persaingan semakin ketat. Para marketer dituntut untuk semakin kreatif dalam menciptakan strategi dan kualitas produk. Untuk itulah, penelitian ini dilakukan untuk mengetahui bagaimana strategi komunikasi pemasaran word of mouth dalam meningkatkan brand awareness Wardah di kelompok pengajian Perumahan Adiarsa Karawang. Penelitian ini menggunakan pendekatan kualitatif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu indepth interview dan focus group discussion, serta data sekunder berupa studi website resmi Wardah. Hasil penelitian menunjukkan bahwa word of mouth sangat kuat dalam meningkatkan brand awareness Wardah di kelompok pengajian Perumahan Adiarsa Karawang. Hal tersebut dikarenakan terjadinya interaksi yang kuat dalam setiap kegiatan yang berlangsung dalam kelompok pengajian di Perumahan Adiarsa Karawang sehingga terjadinya saling merekomendasi antar satu dengan yang lainnya./ A strategy is an important need in every organization/ company. By using the correct strategy and clear strategy, it would bring ease to an organization/ company in increasing sales or the products will be well known by the society. Cosmetic is a special need and primary for female in their daily life. Various brands and types of cosmetics are demanded to be more creative in creating strategy and product with quality. For this matter, this study was conducted to know how the communication strategy of marketing word of mouth in increasing brand awareness of Wardah in Islamic study group in Adiarsa Karawang Housing. This study used qualitative approach. Data collection of the research was done by primary data, namely in-depth interview and focus group discussion, and secondary data in the form of official website of Wardah study. The results of the study showed that word of mouth is very strong in increasing brand awareness of Wardah in the Islamic study group in Adiarsa Karawang Housing. This is due to the presence of strong interaction in every activity took place in this Islamic study group in Adiarsa Karawang Housing thus there is this recommendations to one and another.

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