STRATEGI WORD OF MOUTH DALAM MENGOKOHKAN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA JASA PENGIRIMAN PT. JNE CABANG YOGYAKARTA)

ISA NURHAYAT SOLEH , NIM. 08730121 (2014) STRATEGI WORD OF MOUTH DALAM MENGOKOHKAN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA JASA PENGIRIMAN PT. JNE CABANG YOGYAKARTA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

2014 The study is titled "Strategy word of mouth in affirming the brand awareness (qualitative descriptive study at PT. JNE Yogyakarta branch), stems from the scarcity of television commercials before but that investigators are looking for the development of PT. JNE growing more years, it makes a big question for researchers could be why so? Also people now who are very familiar (brand awareness) with PT. JNE make greater curiosity of researchers. This study used a qualitative descriptive method underlying themselves on a phenomenological approach, ie a qualitative descriptive study used to determine the occurrence of a particular aspect of social phenomena and describe social phenomena. In a theoretical level, there are several assumptions underlying qualitative research. Qualitative researchers have more attention on process rather than outcomes or products, qualitative researchers are interested in meaning, ie how people try to understand the life, experiences, and the structure of their environment, the qualitative researcher is the main instrument in the collection and analysis of data. The data obtained through observation, interviews, documentation and literature. Based on the research findings, that in pursuing a strategy of word of mouth by PT. JNE Yogyakarta branch of the covering: buz and viral by collecting social gathering mothers who deliberately collected the PT. JNE, also hold social events that goal could occur conversation / gossip amongst customers. Opinion leaders PT. JNE Yogyakarta branch, proving that the company engaged in the delivery of services using word of mouth as a marketing strategy, evidenced by the presence of opinion leaders in each and every event held by PT. JNE and social mediaincludes Internet media such as facebook and twitter. strengthen brand awareness in any PT. JNE Yogyakarta branch follows the model of the DREAM (Differentiation, Relevance, Esteem, Awareness and Mind's Eye).

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