Interaksi Organik pada Komunikasi Pemasaran Digital untuk Memicu Word of Mouth

Erwan Sudiwijaya(1*), Kuskridho Ambardi(2)

(1) Communication Studies Universitas Muhammadiyah Yogyakarta
(2) 
(*) Corresponding Author

Abstract

Penelitian ini bertujuan untuk mendeskripsikan pengelolaan komunikasi pemasaran Kulina yang dilakukan secara digital setelah rebranding. Pada September 2017 Kulina melakukan rebranding dengan fokus menjual layanan satu hari satu menu makan siang dan memulai order dengan 150 pesanan. Jumlah order mulai mengalami peningkatan signifikan selama November dan Desember dengan memaksimalkan internet sebagai media komunikasi pemasarannya dan terbukti menyumbang 60% pelanggan baru hingga menyamai jumlah order harian Berrykitchen pada angka 3.000 pesanan perhari pada bulan Januari 2018. Kulina adalah marketplace yang berperan sebagai sebagai broker informasi kuliner untuk menghubungkan mitra katering, mitra distribusi dan pelanggan di Jakarta. Untuk menganalisa pengelolaan komunikasi pemasaran digital Kulina, peneliti menggunakan konsep pemasaran kolaboratif dari Philip Kotler, Hermawan Kartajaya dan Iwan Setiawan serta pemasaran terkoneksi dari Martin Oetting. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan metode analisis deskriptif dan pengumpulan data dilakukan melalui studi literatur dan lapangan (wawancara, observasi dan dokumentasi). Hasil dari penelitian ini adalah hubungan dengan pelanggan yang dibangun melalui komunikasi, interaksi dan kolaborasi membuat hal-hal kecil seperti customer service yang bersahabat dan responsif menjadi pondasi kepercayaan untuk membangun relasi jangka panjang dengan pelanggan sekaligus memunculkan pemimpin opini secara organik. Gaya bahasa, cara berkomunikasi dan produk sering diolah oleh pelanggan menjadi ide dari user generated content yang organik di instagram dan menjadi buzz. Ketulusan dan keiklasan dalam melayani akan dirasakan sebagai emosi positif bagi pelanggan sebagai pemicu pembuatan user generated content yang organik dan berpotensi menjadi word of mouth yang viral/buzz

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