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"Dalam praktik pemasaran di Indonesia, fenomena terjadinya word of mouth dan penggunaan storytelling ditemukan terjadi pada kampanye produk mie instan Indomie versi "Cerita Indomie". Dalam penelitian ini, peneliti ingin menggali apakah storytelling mendorong proses terjadinya word of mouth dalam kampanye komunikasi pemasaran terpadu "Cerita Indomie". Pendekatan penelitian yang digunakan adalah pendekatan kualitatif. Hasil penelitian yakni penggunaan storytelling dalam kampanye "Cerita Indomie" mendorong proses terjadinya word of mouth yakni kampanye ini mengikat merek dengan nilai dan emosi pada khalayak. Khalayak merasa bahwa cerita Indomie merupakan cerita yang relevan dan dekat bagi mereka, turut membagikan cerita personalnya sehingga cerita Indomie berkembang menjadi word of mouth.

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In Indonesia’s marketing practice, the occurrence of word of mouth phenomenon and the use of storytelling are founded in "Indomie Story" version, which campaign the Indomie noodle products in 2011. Researcher wants to discover whether storytelling drives the process of occurrence of word of mouth in "Indomie Story" campaign. In this research, researcher uses qualitative approach. Researcher found that the usage of storytelling in "Indomie Story" campaign drives the process of occurrence of word of mouth because the campaign binds the brand and audience with value and emotion. Audience feels that Indomie story is relevant and close to them, so they share their personal story and "Indomie Story" becomes word of mouth."

"ABSTRAKDalam praktik pemasaran di Indonesia, fenomena terjadinya word of mouthdan penggunaan storytelling ditemukan terjadi pada kampanye produk mie instanIndomie versi ?Cerita Indomie?. Dalam penelitian ini, peneliti ingin menggali apakahstorytelling mendorong proses terjadinya word of mouth dalam kampanye komunikasipemasaran terpadu ?Cerita Indomie?. Pendekatan penelitian yang digunakan adalahpendekatan kualitatif. Hasil penelitian yakni penggunaan storytelling dalamkampanye ?Cerita Indomie? mendorong proses terjadinya word of mouth yaknikampanye ini mengikat merek dengan nilai dan emosi pada khalayak. Khalayakmerasa bahwa cerita Indomie merupakan cerita yang relevan dan dekat bagi mereka,turut membagikan cerita personalnya sehingga cerita Indomie berkembang menjadiword of mouth.

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AbstractIn Indonesia?s marketing practice, the occurrence of word of mouth phenomenon andthe use of storytelling are founded in ?Indomie Story? version, which campaign theIndomie noodle products in 2011. Researcher wants to discover whether storytellingdrives the process of occurrence of word of mouth in ?Indomie Story? campaign. Inthis research, researcher uses qualitative approach. Researcher found that the usage ofstorytelling in ?Indomie Story? campaign drives the process of occurrence of word ofmouth because the campaign binds the brand and audience with value and emotion.Audience feels that Indomie story is relevant and close to them, so they share theirpersonal story and ?Indomie Story? becomes word of mouth."

"Penelitian ini didesain untuk mengetahui bagaimana pengaruh elektronik word of mouth terhadap minat beli konsumen terhadap produk kosmetik.Dari hasil analisis di peroleh bahwa kredibilitas isi dari pesan yang disampaikan melalui online review sangat berpengaruh terhadap niat beli konsumen, khususnya dengan konsumen yang memiliki kesamaan dengan orang yang memberikan review akan lebih tinggi menilai kredibilitas isi pesan.

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This research designed to discover how the effects of electronic word of mouth on consumers interest in buying cosmetic product.

From the results of analyzes obatined that the credibility of the content of the messages conveyed through an online review influence on consumer purchase intention, especially with consumers who hava in common with the person who gabe the review would assess the credibility of the higher content of the message."

"Penanganan keluhan merupakan salah satu strategi pemulihan jasa yang telah diidentifikasikan sebagai satu dari kunci utama pencapaian loyalitas pelanggan. Penelitian ini dilakukan berdasarkan penelitian terdahulu dengan tujuan untuk mendapatkan gambaran mengenai efek komunikasi word-of-mouth sebagai mediator antara persepsi keadilan, kepuasan, dan intensi penggunaan ulang pelanggan pasca penanganan keluhan. Penelitian ini dilakukan pada pelanggan Auto 2000 di Jakarta yang mengaku pernah menyampaikan keluhan pada pihak Auto 2000. Berdasarkan hasil jawaban kuesioner dari 130 responden, didapatkan data primer yang kemudian dianalisis dengan metode Structural Equation Modeling (SEM), menggunakan program LISREL 8.30. Dari hasil penelitian didapatkan bahwa komunikasi word-of-mouth dan kepuasaan secara bersama-sama memegang peranan penting sebagai mediator antara persepsi keadilan dan intensi penggunaan ulang pelanggan. Persepsi keadilan distributif merupakan persepsi keadilan yang paling mempengaruhi valensi word-of-mouth dan kepuasan. Hasil penelitian ini juga menunjukkan bahwa pelaku keluhan pada Auto 2000 di Jakarta mempunyai kecenderungan untuk lebih menyebarkan word-of-mouth yang positif.

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Complaint handling is one of the service recovery strategies which have been identified as one of the key factor to achieving customer's loyalty. This research is based on previous research and the purpose is to examine the impact that word-of-mouth communication has as a mediating variable between customer's perceived justice and satisfaction and repurchase intentions after complaint handling. This research is conducted to Auto 2000's customers in Jakarta who admitted have complaining to Auto 2000. Total of 130 respondents responded to the invitation to participate in the survey and answered the questioners. Structural Equation modeling with applicable software package LISREL 8.30 is used as data analysis method. The research found that word-of-mouth communication and satisfaction together play important role as mediator between perceived justice and repurchase intentions. Distributive justice is the perceived justice's dimension which has the most influence on word-of-mouth valence and satisfaction. This research also shows that complainers at Auto 2000 Jakarta have tendency to spread more positive word-of-mouth."

"Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh servicescape terhadap pembentukan Word of Mouth (WOM) oleh konsumen Restoran Marché Cabang Plaza Senayan. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 pengunjung Restoran Marché Cabang Plaza Senayan dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa servicescape memiliki pengaruh 26.5% dalam pembentukan WOM konsumen Restoran Marché Cabang Plaza Senayan, dan 73.5% sisanya dipengaruhi oleh faktor lain.

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The objective of this research is to analyze how the influence of servicescape in establish Word of Mouth (WOM) by consumers of Marché Restaurant at Plaza Senayan. This research applied quantitative approach. The sample of this research is 100 consumers of Marché Restaurant at Plaza Senayan, collected using nonprobability sampling and purposive technique. This research used questionnaire as research instrument and analyzed using linear regression. The result of this research shows that servicescape has influence 26.5% in establish WOM of consumers Marché Retaurant at Plaza Senayan, and 73.5% was influenced by the other factors."

"Fandom atau penggemar kini sudah memiliki daya beli yang kuat dalam pasar. Croffle merupakan makanan yang menjadi tren pada tahun 2020 hingga 2021 yang pada awalnya diangkat oleh beberapa artis Korea melalui platform media sosial. Penelitian ini bertujuan untuk mencari tahu pengaruh fan economy melalui electronic word-of-mouth terhadap purchase intention konsumen croffle di Jakarta. Penelitian ini dilakukan pada 60 responden yang merupakan penggemar Korea berusia 18-35 tahun yang berdomisili di Jakarta dengan menyebarkan kuesioner daring. Hasil utama dalam penelitian ini menunjukkan bahwa fan economy melalui electronic word-of-mouth memengaruhi purchase intention konsumen croffle di Jakarta. Fandom terbukti dapat memengaruhi minat beli konsumen melalui electronic word-of-mouth di Instagram. Namun, terdapat limitasi dalam penelitian ini terkait metode dan lingkup penelitian yang bisa dikembangkan dalam penelitian selanjutnya.

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Fandom or fans now have a strong purchasing power in the market. Croffle is a food that is becoming a trend from 2020 to 2021 which was originally raised by several Korean artists through social media platforms. This study aims to find out the influence of the fan economy that mediated through electronic word-of-mouth on the purchase intention of croffle consumers in Jakarta. This research was conducted on 60 respondents who are Korean fans aged 18-35 years who live in Jakarta by distributing online questionnaires. The main results in this study indicate that the fan economy that mediated through electronic word-of-mouth affects the purchase intention of croffle consumers in Jakarta. Fandom is proven to be able to influence consumer buying interest through electronic word-of-mouth on Instagram. However, there are limitations in this study related to the method and scope of research that can be developed in further research."

"Penelitian ini bertujuan untuk menganalisis pengaruh social media interaction terhadap emotional attachment brand relationship quality dan word of mouth Sampel penelitian ini adalah 215 orang pengunjung festival musik yang diteliti dalam penelitian antara lain We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 Music Gallery 2015 dan Java Jazz Festival 2015 dan dikumpulkan menggunakan metode non probability sampling dengan teknik convenience dan snowball sampling Data diolah dengan menggunakan metode Structural Equation Modelling Hasil penelitian menunjukkan bahwa social media interaction memberikan pengaruh positif terhadap emotional attachment Namun social media interaction tidak memberikan pengaruh langsung terhadap brand relationship quality melainkan melalui emotional attachment Kemudian emotional attachment juga tidak memberikan pengaruh langsung terhadap word of mouth melainkan melalui brand relationship quality

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This study aims to analyze the effect of social media interaction to emotional attachment brand relationship quality and word of mouth The sample are visitors of the music festivals examined in the study such as We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 the Music Gallery in 2015 and the Java Jazz Festival 2015 and gathered through non probability sampling method using convenience and snowball sampling technique The data was processed using Structural Equation Modeling The results show that social media interaction has a positive effect on emotional attachment However social media interaction doesn't have a direct effect on brand relationship quality instead it influences brand relationship quality through emotional attachment The results also show the emotional attachment does not provide a direct effect on word of mouth and it does through brand relationship quality instead."

"Pemanfaatan media sosial kini telah menjadi salah satu dari gaya hidup konsumen Jakarta saat ini. Media sosial kini telah menajdi salah satu alat pemasaran yang efektif bagi suatu produk.Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh electronic word of mouth e-WOM melalui Instagram terhadap minat beli konsumen pada Ojju K Food. Metode yang digunakan dalam penelitian ini adalah dengan metode non-probability sampling dengan teknik purposive, dan melibatkan 100 responden yang merupakan pengguna Instagram aktif yang telah terpapar e-WOM namun belum pernah membeli produk Ojju K Food. Dimensi penelitian ini terdiri dari 6 dimensi yang mempengaruhi minat beli konsumen, yaitu relevance, accuracy, comperehensiveness, timeliness, source expertice dan source trustworthiness. Hasil dari penelitian ini menunjukkan adanya pengaruh yang terbentuk antara e-WOM dengan minat beli dan dimensi e-WOM yang paling berpengaruh adalah adalah dimensi relevance.

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The utilization of social media has now become one of the lifestyles of Jakarta 39 s consumers today. Social media has now become one of the most effective marketing tools for a product. The purpose of this research is to know the existence of electronic word of mouth e WOM influence through Instagram to consumer buying interest in Ojju K Food. The method used in this research is by non probability sampling method with purposive technique, and involving 100 respondents who are active Instagram users who have been exposed to e WOM but have never bought Ojju K Food product. Dimensions of this research consists of 6 dimensions that affect consumer buying interest, namely relevance, accuracy, comperehensiveness, timeliness, source expertice and source trustworthiness. The results of this study indicate the influence formed between e WOM with consumer purchase intention and the most influential e WOM dimension is the relevance."

"ABSTRAKTesis ini meneliti proses pembentukan customer loyalty melalui word of mouth dalam referral marketing produk anti penuaan Nu Skin. Kajian teori meliputi referral marketing, word of mouth, customer loyalty dan hal-hal relevan lainnya. Penelitian menggunakan pendekatan kualitatif dengan wawancara mendalam sebagai teknik pengumpulan data. Hasil penelitian adalah bahwa word of mouth input dalam referral marketing diperlukan untuk membangun awareness dan kepercayaan yang mengarah kepada transaksi jual-beli antara distributor dan calon pelanggan pada tahap awal. Pada tahap selanjutnya, word of mouth output dan kepuasan pelanggan sebagai akibat dari pemakaian produk, pelayanan distributor serta kebijakan perusahaan berkontribusi dalam proses pembentukan customer loyalty.Kata kunci: customer loyalty; referral marketing; word of mouth

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ABSTRACTThis research discusses the forming process of customer loyalty through word of mouth in Nu Skin anti aging products rsquo referral marketing. Theoretical review includes referral marketing, word of mouth, customer loyalty and other relevant matters. This research uses qualitative approach with in depth interview. The result shows that word of mouth in referral marketing is needed to build awareness and trust leading to transaction between distributor and customer at the first place. At the following stage, word of mouth output coming from customers rsquo satisfaction resulted from product usage, distributor service and company policy become contributing factors to the forming process of customer loyalty."