TY  - THES
N1  - Mokhammad Mahfud, S.Sos.I, M.Si
ID  - digilib28512
UR  - https://digilib.uin-suka.ac.id/id/eprint/28512/
A1  - Muhammad Usthadz, NIM. 10730109
Y1  - 2017/08/18/
N2  - Sate Klathak Pak Pong is the example of the entrepreneurship which develops
it self by applying the form of Word Of Mouth in the marketing activity. Sate Klathak
Pak Pong becomes interesting to be researched because its media marketing still has
strong position to compete the number of competitors which use media of marketing
like the form of printed media. As time goes by, Word Of Mouth is increasingly
evolving to the point of a media that stands in the formation of Brand Awareness to
consumers of Sate Klathak Pak Pong. Based of that view, the researcher interesting to
do research about Word Of Mouth and strategy in forming Brand Awareness of Sate
Klathak Pak Pong?s consumers.
This study used a qualitative descriptive method underlying themselves on a
phenomenological approach, a quality 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 assumption underlying qualitative
research. Qualitative reseachers are interested in meaning in how people try to
understand the life, experience, and the structure of their environment, the qualitative
researcher is the main instrument in the collection and analysis of data. The data
obtained throught observation, interviews, documentation and literature.
Based on the reseach findings, thst in pursuing a strategy of word of mouth by
Sate Klathak Pak Pong. The conclusion that can be drawn that if a line of business
has its own uniqueness,then people will discuss the products they sell. Strengthen brand
awareness in Sate Klathak Pak Pong follow the model of the DREAM(Differentation,
Relevence, Esteem, Awareness and Mind?s Eye),it can be seen that word of mouth in
building brand awareness to customer Sate Klathak Pak Pong.
Keyword : Word Of Mouth, Brand Awareness,
PB  - UIN Sunan Kalijaga
KW  - Word Of Mouth
KW  -  Brand Awareness
M1  - skripsi
TI  - WORD OF MOUTH DALAM MEMBENTUK BRAND AWARENESS
(Studi Deskriptif Kualitatif Pada Pelanggan Sate Klathak Pak Pong Bantul)
AV  - restricted
EP  - 108
ER  -