Faktor Pendukung Komunikasi Pemasaran Digital Word Of Mouth (WOM) pada Bisnis Beverage (original) (raw)
Bandung Conference Series: Communication Management
Digital Word Of Mouth is a type of marketing activity that in general can provide information and opinions on a product or service to people through digital media such as social media. Where social media currently plays an important role in the business sector, especially the world of coffee. For example, Kopi Keliling Matisti Beverage, which is one of the contemporary coffee businesses in the city of Bandung, was originally present because the owner liked bicycles and coffee. The marketing communication strategy used at first was organic word of mouth but over time it has now changed to digital word of mouth. This study focuses on knowing how digital word of mouth marketing communication strategies work on Matisti Beverrage mobile coffee. This research uses a type of qualitative research with a case study approach and this research uses word of mouth marketing theory. The purpose of this study is to find out how digital word of mouth marketing communication strategies work on Matisti Beverrage mobile coffee. Based on the results of this study, it can be concluded that Matisti Beverage uses a digital word of mouth marketing communication strategy with the help of a product and price marketing mix on Instagram social media where this has a big impact because using this strategy on Instagram, Matisti Beverage's engagement has increased and is assisted by coffee reviewers. using Instagram features such as tagging, mentioning, re-posting, and sharing content. Matisti Beverage using this marketing strategy on Instagram is considered successful because it is an inexpensive strategy, and gets a wide and effective audience for business people.
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