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All Journal Journal of Economic, Bussines and Accounting (COSTING) KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Muh. Najih Farihanto
Universitas Ahmad Dahlan
Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice

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Optimalisasi Media Sosial sebagai Strategi WOM Marketing: Studi Kasus pada Bengkel FST X Garage Zulfaqqar Fadhil Atha Lathif; Muh. Najih Farihanto
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 4 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i4.8728

Abstract

This study aims to analyze the optimization of social media as a Word of Mouth (WOM) marketing strategy to enhance reputation and customer loyalty at FST X Garage, a modern automotive workshop in Magetan, Indonesia. The research is motivated by the growing competition in the automotive service industry and the increasing reliance of consumers on digital recommendations. Using a qualitative approach, data were collected through in-depth interviews, participatory observation, and social media content documentation. The analysis applied Miles and Huberman’s interactive model to identify WOM elements based on Jonah Berger’s Contagious theory, including Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. The findings reveal that WOM at FST X Garage emerges organically through positive customer experiences, service transparency, and direct owner-customer interactions. Social media acts as a catalyst that amplifies public exposure through authentic User-Generated Content. The study implies that integrating service quality and digital communication is essential for building long-term reputation and provides practical insights for automotive service entrepreneurs in applying social media–based WOM strategies effectively.
STRATEGI VISUAL BRANDING SUPPORTER PERSIJAP JEPARA (BANASPATI) DI MEDIA SOSIAL INSTAGRAM Satria Bintang Rahmanto; Muh. Najih Farihanto
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/h0xtfm31

Abstract

Penelitian ini bertujuan untuk menganalisis strategi visual branding komunitas suporter Persijap Jepara, yaitu Banaspati, melalui konten visual yang dipublikasikan pada akun Instagram @banaspati.id. Dalam era digital, Instagram menjadi ruang representasi identitas dan kreativitas komunitas suporter, sehingga penting untuk memahami bagaimana elemen-elemen visual digunakan untuk membangun citra, identitas, serta hubungan emosional dengan anggota komunitas. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis konten visual serta wawancara dengan lima anggota aktif Banaspati. Teori Brand Identity Prism dari Kapferer (1992) digunakan sebagai kerangka analisis, meliputi enam dimensi: Physique, Personality, Culture, Relationship, Reflection, dan Self-Image. Hasil penelitian menunjukkan bahwa Banaspati konsisten membangun identitas visual melalui penggunaan warna merah-hitam, simbol api, gaya desain tegas, serta narasi penuh semangat juang. Konten visual juga menjadi sarana ekspresi kreativitas anggota komunitas, memperkuat solidaritas, serta membentuk citra positif suporter yang kreatif, loyal, dan beretika. Melalui visual branding yang kuat, Banaspati tidak hanya membangun eksistensi digital, tetapi juga merepresentasikan budaya lokal Jepara sebagai identitas kolektif komunitas suporter Persijap Jepara.
Co-Authors Satria Bintang Rahmanto Zulfaqqar Fadhil Atha Lathif