%0 Thesis
%9 Skripsi
%A Akbar Faiz Rifki, NIM. 14730090
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2018
%F digilib:35397
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Keywords: Word of Mouth, promotional tools, consumer.
%P 101
%T WORD OF MOUTH SEBAGAI ALAT PROMOSI UNTUK  MEMPEROLEH KONSUMEN  (Studi Deskriptif Kualitatif Pada Ivan Citra Yan Adventure  Yogyakarta )
%U https://digilib.uin-suka.ac.id/id/eprint/35397/
%X This research aims to know whether Word of Mouth can be used as a  promotional tool to acquire the consumer on Ivan's image of Yan Adventure.  Word of Mouth or by Word of Mouth promotion is used by Ivan image of Yan  Adventure or outdoor goods rental in Yogyakarta to acquire customers.  This research includes qualitative research types and refers to the  opinion of Benjamin Molan Sernovitz and about the benefits of Word of  Mouth. The subject of this research is the manager or owner of Ivan Image  Yan Adventure and three consumers of Ivan image of Yan Adventure. Data’s  research methods are taken by means of in-depth interviews, field  observations directly, as well as documentation. The study also used a  triangulation process as a source of data to test the validity of the data the  results of the interviews between the Manager or owner of Ivan Image  consumer interviews with Adventure Yan of Yan's Adventure through the  image of Ivan's opinions expert informants.  The results showed that Word of Mouth or mouth promotions can be  used as a promotional tool to obtain the right consumers. It is proved by the  results of the interviews with the owners of the researcher Ivan Image Yan  Adventure, which says that Ivan image of Yan Adventure succeeded in raising  its product rental by 30% in mid-2018 is augmented by the fact that the  consumer Image of Ivan Yan Adventure who always had an attachment to  each other. An attachment that occurs in every consumer's image of Ivan Yan  Adventure quite confirmed that indeed the Word of Mouth can be used as a  promotional tool for acquiring the right of consumers.
%Z Mokhammad Mahfud, S.Sos.I. M.Si