Peran electronic word of mouth pada umkm exclusive hand-bouquet and sash Asagift.Id Semarang

Abstract

Era teknologi berkembang pesat dengan segala aspek didalamnya yang selalu update dan syarat persaingan mengharuskan pelaku bisnis senantiasa inovatif dan kreatif mampu melihat setiap peluang usaha. Exclusive Hand-Bouquet and Sash Asagift.id berusaha memaksimalkan peranan digital marketing dalam menjalankan usaha dan berupaya menyelaraskan dengan prinsip pasar modern dalam rangka memenangkan persaingan. Pemanfaatan digital marketing notabene selain dapat menjangkau pasar yang lebih luas dan mampu mendukung efisiensi biaya pemasaran, juga membuat ruang dan waktu pemasaran tidak terbatas. Selain itu digital marketing bersifat real time, sehingga pelaku bisnis dapat langsung memperhatikan minat dan feed back dari pasar yang dituju. Era kehidupan modern yang dinamis dan menjadikan efektif dan efisien menjadi passion, didukung kemudahan akses diberbagai pemenuh kebutuhan selaras dengan peran E-WOM yang membantu proses pihak-pihak yang terlibat didalamnya. Metode penelitian menggunakan metode kualitatif dengan desain penelitian case study tunggal. Pengumpulan data dilakukan pada participant observation, indepth interview dan dokumentasi. Analisis data yaitu data reduction, data display dan conclusion drawing. Uji kredibilitas data dengan triangulasi dan member check.

The technological era is developing rapidly with all aspects of it always being updated and competitive conditions require business people to always be innovative and creative and able to see every business opportunity. Exclusive Hand-Bouquet and Sash Asagift.id tries to maximize the role of digital marketing in running a business and strives to align with modern market principles in order to win the competition. In fact, the use of digital marketing can not only reach a wider market and support marketing cost efficiency, but also makes marketing space and time unlimited. Apart from that, digital marketing is real time, so business people can immediately pay attention to interests and feed back from the target market. The era of modern life is dynamic and makes being effective and efficient a passion, supported by easy access to various needs, in line with the role of E-WOM which helps the processes of the parties involved in it. The research method uses qualitative methods with a single case study research design. Data collection was carried out through participant observation, in-depth interviews and documentation. Data analysis, namely data reduction, data display and conclusion drawing. Test the credibility of the data with triangulation and member checking.