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All Journal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Fachreza, Abdullah Vicky Imam
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS DESKRIPTIF KUALITATIF IMPLEMENTASI WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PRODUK BROOKLAND COFFEE Fachreza, Abdullah Vicky Imam; Soebiagdo, Soebiagdo
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 2 (2024): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i2.814

Abstract

This research aims to explore and describe exactly how the application of word of mouth marketing communication in Brookland Coffee's product marketing strategy. The research method uses a descriptive qualitative approach by conducting direct observations and in-depth interviews with key informants consisting of the owner, baristas, and consumers of Brookland Coffee. The results showed that Brookland Coffee consistently implements a word of mouth strategy by prioritizing aspects of trust and consumer confidence. This strategy is implemented through a family approach, networking, and community building, especially the bicycle community. The research conclusion revealed that the effectiveness of word of mouth succeeded in strengthening Brookland Coffee's marketing communications, supported by consistent product quality, good service (hospitality), and the use of Instagram social media as a supporting platform for marketing strategies. Brookland Coffee succeeded in building a strong brand identity through a combination of offline and online word of mouth communication.
Co-Authors Soebiagdo, Soebiagdo