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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Desak Putu Indira Puspa Sugangga
Universitas Muhammadiyah Surakarta
Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other

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Marketing Communication through Customer Word of Mouth: A Qualitative Study at Depot Sedjati Solo Desak Putu Indira Puspa Sugangga; Nieldya Nofandrilla
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7608

Abstract

This research explores the role of customer word of mouth (WOM) as a marketing communication strategy at Depot Sedjati Solo. Using a qualitative approach, this research aims to understand how customer experiences and interpersonal communication influence the spread of information and recommendations about the depot. Data were collected through in-depth interviews with customers and management, as well as participant observation. The findings reveal that positive customer experiences significantly encourage the dissemination of WOM, which in turn strengthens the depot's brand image and attracts new customers. The research identifies key factors driving effective WOM, including customer satisfaction, trust, and the authenticity of interpersonal communication. The research also highlights the importance of WOM as a low-cost yet powerful marketing tool for small and medium-sized culinary businesses. The implications of this research suggest that businesses should focus on enhancing customer satisfaction and building strong relationships to maximize the impact of WOM in their marketing communication strategies.
Co-Authors Nieldya Nofandrilla