Strategi Electronic Word Of Mouth (E-Wom) Dalam Menarik Konsumen Pada Bisnis Kuliner Blok M - Lukiyana Lukiyana; Koerniawan Hidajat; Aisyah Dwi Anggita (UNIVERSITAS 17 AGUSTUS 1945 jAKARTA, 2026)
ABSTRAKPerkembangan media sosial telah mendorong peran Electronic Word of Mouth (e-WOM) sebagai strategi penting dalam pemasaran bisnis kuliner. Penelitian ini bertujuan untuk menganalisis peran strategi e-WOM dalam meningkatkan daya tarik dan kunjungan konsumen pada bisnis kuliner di kawasan Blok M, Jakarta Selatan. Penelitian menggunakan pendekatan kualitatif dengan metode content analysis melalui perangkat lunak NVivo. Data diperoleh dari artikel ilmiah, berita daring, dan konten YouTube yang relevan dengan fenomena e-WOM kuliner. Hasil penelitian menunjukkan bahwa strategi e-WOM terdiri atas lima aspek utama, yaitu konten visual estetik, peran influencer dan food vlogger, social proof melalui ulasan, rating, dan antrean panjang, promosi digital berbasis e-WOM, serta respons cepat pelaku usaha terhadap interaksi daring. Temuan ini menegaskan bahwa e-WOM yang dikelola secara terintegrasi dan konsisten mampu membentuk persepsi positif, meningkatkan kepercayaan, dan mendorong minat kunjungan konsumen pada bisnis kuliner di kawasan Blok M.Kata Kunci : Electronic Word of Mouth (e-WOM), Bisnis Kuliner, Marketing Social Media, Daya Tarik Konsumen ABSTRACTThe development of social media has promoted the role of Electronic Word of Mouth (e-WOM) as an important strategy in culinary business marketing. This study aims to analyze the role of e-WOM strategies in increasing consumer attraction and visits to culinary businesses in the Blok M area, South Jakarta. The study uses a qualitative approach with content analysis methods using NVivo software. Data were obtained from scientific articles, online news, and YouTube content relevant to the phenomenon of culinary e-WOM. The results show that e-WOM strategies consist of five main aspects, namely aesthetic visual content, the role of influencers and food vloggers, social proof through reviews, ratings, and long queues, e-WOM-based digital promotions, and quick responses from business actors to online interactions. These findings confirm that e-WOM that is managed in an integrated and consistent manner can shape positive perceptions, increase trust, and encourage consumer interest in visiting culinary businesses in the Blok M area.Keywords: Electronic Word of Mouth (e-WOM), Culinary Business, Social Media Marketing, Consumer Attraction