@phdthesis{digilib13711,
           month = {June},
           title = {STRATEGI WORD OF MOUTH DALAM MENGOKOHKAN BRAND
AWARENESS
(STUDI DESKRIPTIF KUALITATIF PADA JASA PENGIRIMAN PT. JNE CABANG YOGYAKARTA)

},
          school = {UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA},
          author = {NIM. 08730121 ISA NURHAYAT SOLEH },
            year = {2014},
            note = {Pembimbing :  M. Mahfudz. Sos.I, M.Si
},
        keywords = {Keyword: word of mouth and brand awareness



},
             url = {https://digilib.uin-suka.ac.id/id/eprint/13711/},
        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).

}
}