ANALISIS STRATEGI PROMOSI WORD OF MOUTH (WOM) DI CAFE FAMILY JERMAL MEDAN

Abstract

The purpose of this study is to determine whether consumers at Cafe family Jermal know about cafes based on Word of Mouth, the level of effectiveness of WOM that has been carried out so far at cafes and the factors that can affect WOM at cafe family jermal. The sample in this study amounted to 60 respondents. This research is quantitative descriptive. Data were collected through interviews, observations, questionnaires and literature study. The data analysis technique is descriptive using the SPSS program. The results showed that all respondents stated that they received information about the cafe family Jermal from people they knew. The increase in sales levels and the increase in the number of consumers at the cafe family Jermal indicate that the word of mouth promotion strategy has been running effectively. Consumers who have come to the cafe convey to people they know information about the cafe. This shows that the success of word of mouth is closely related to consumer satisfaction. Factors that affect word of mouth at the cafe family jermal are related to information about this cafe such as food and drinks (taste, price, type, and packaging), location (area of parking, location is not far), service (waiting time, hospitality of cafe waiters, responsiveness), cafe conditions (tidy, clean and comfortable). Keywords: Promotion Strategy, WOM, Cafe Family Jermal   Tujuan penelitian ini untuk mengetahui apakah konsumen di Cafe family Jermal mengetahui tentang cafe berdasarkan Word of Mouth, tingkat keefektivan WOM yang telah dilakukan selama ini di cafe dan faktor-faktor yang dapat mempengaruhi wom di cafe familyJermal. Sampel pada penelitian ini berjumlah 60 responden. Penelitian ini merupakan penelitian deskriptif kuantitatif. Data dikumpulkan melalui wawancara, observasi, penyebaran angket dan studi kepustakaan. Teknik analisis data adalah deskriptif menggunakan program SPSS. Hasil penelitian menunjukkan semua responden menyatakan bahwa mereka mendapat informasi tentang cafe family jermal dari orang yang mereka kenal, Kenaikan tingkat penjualan dan bertambahnya jumlah konsumen di cafe family jermal menunjukkan bahwa strategi promosi word of mouth telah berjalan secara efektif. Konsumen yang pernah datang ke cafe menyampaikan kepada orang yang mereka kenal informasi tentang cafe. Ini menunjukkan bahwa keberhasilan word of mouth sangat erat kaitannya dengan kepuasan konsumen, Factor-faktor yang mempengaruhi word of mouth di cafe family jermal berhubungan dengan informasi tentang cafe ini seperti makanan dan minuman (rasa, harga, jenis, dan kemasan), lokasi (area parkir, lokasi tidak jauh), pelayanan (waktu menunggu, keramah tamahan pelayan cafe, cepat tanggap), kondisi cafe (rapi, bersih dan nyaman). Kata kunci: Strategi Promosi, WOM, Cafe Family Jermal