STRATEGI WORD OF MOUTH MARKETING DALAM MENGEMBANGKAN BISNIS (STUDI DESKRIPTIF KUALITATIF PADA PELAYANAN PRAKTIS WEDDING ORGANIZER)

MUHAMMAD ILHAM ALHAQ, NIM. 15730135 (2019) STRATEGI WORD OF MOUTH MARKETING DALAM MENGEMBANGKAN BISNIS (STUDI DESKRIPTIF KUALITATIF PADA PELAYANAN PRAKTIS WEDDING ORGANIZER). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Industrial development is an important aspect in improving the economy of the community. In improving the economy of the community, the development of the company's business is very important to do to support the improvement of the economy. Praktis Wedding Organizer is one of the companies in the field of services that do not use conventional advertising media to promote their companies. However, Praktis Wedding Organizer uses a word of mouth communication strategy as a promotional strategy to run and develop a business. This study uses a descriptive method with a qualitative approach in which theory triangulation as a validity test of data that has been obtained by researchers, through interviews and observation methods. The result, Practical Wedding Organizer managed to develop its business through the promotion of word of mouth communication, this was marked by the influence of business elements when the promotion of word of mouth. Keywords: Word of Mouth Communication, Business Development, Practical Wedding Organizer.

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