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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."

"ABSTRAKSeiring berkembangnya zaman, persaingan bisnis didunia e-commerce sudah menjadi tren. Dari banyaknya situs online yang ada, perusahaan harus berusaha harus berupaya menghasilkan dan menyampaikan produk atau jasa yang diinginkan konsumen. Salah satu situs belanja online terbesar di Indonesia adalah Lazada.co.id. Tujuan penelitian ini adalah untuk mengetahui seberapa penting pengaruh komunikasi word of mouth terhadap keputusan pembelian kosnumen dan apakah dengan perubahan zaman yang semakin modern, ternyata electronic word of mouth dapat menggantikan posisi word of mouth secara umum. Word of mouth dan electronic word of mouth sangat berpengaruh bagi konsumen untuk melakukan pembelian online karena konsumen butuh pendapat dari orang lain dan review ketika belanja melalui situs onlineKata kunci : E-commerce, word of mouth, electronic word of mouth

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ABSTRACTE commerce business competition trend has been increasing as the world evolves to next level of new modern era. Many companies must provide goods and services that can fulfill every customer needs while at the same time compete with other similar online websites. Lazada.co.id is an example of a well known online website in Indonesia. The purpose of this research is to measure the importance of word of mouth marketing toward consumer purchasing power and whether electronic word of mouth has succeded in replacing traditional word of mouth as many more advanced technologies are introduced recently. Electronic word of mouth has tremendous impact to customers as more people seek other people 39 s review or advice before engage in online shopping.Keywords E commerce, word of mouth, electronic word of mouth"