WORD OF MOUTH SEBAGAI ALAT PROMOSI UNTUK MEMPEROLEH KONSUMEN (Studi Deskriptif Kualitatif Pada Ivan Citra Yan Adventure Yogyakarta )

Akbar Faiz Rifki, NIM. 14730090 (2018) WORD OF MOUTH SEBAGAI ALAT PROMOSI UNTUK MEMPEROLEH KONSUMEN (Studi Deskriptif Kualitatif Pada Ivan Citra Yan Adventure Yogyakarta ). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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