Analisis Strategi Words of Mouth melalui Booklet pada Strategi Pemasaran Jasa Wedding Organizer Menggunakan Metode SWOT (Strength, Weakness, Threat, Opportunity) : Studi Kasus pada Kabio Wedding
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Jan 10, 2024
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Marriage is considered sacred and is only done once in a lifetime which makes the bride and groom and their families have diverse and complex needs and desires for the event, they tend to need help from wedding organizer services because they feel they can help the running of the wedding event. With this high market interest, the level of competition for wedding organizer services is even higher and they are competing to secure their position. This study aims to find out how to apply the Words of Mouth strategy concept through the booklet that is applied by Kabio Wedding in conducting marketing using the SWOT (Strength, Weakness, Threat, Opportunity) method. This research was conducted at Kabio Wedding Wedding Organizer Services using a qualitative descriptive method by presenting data and drawing conclusions. The type of data in this study uses primary data obtained directly from interviews with the owner of Kabio Wedding and direct field observations. Secondary data obtained from related journals and e-books. The results of the study show that the implementation of the word of mouth strategy is effective and efficient for Kabio Wedding, but it still needs attention and improvement because it is easily imitated by competitors and can only pursue the target market of parents.
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Tamba, D. U. N., & Afriani, A. (2024). Analisis Strategi Words of Mouth melalui Booklet pada Strategi Pemasaran Jasa Wedding Organizer Menggunakan Metode SWOT (Strength, Weakness, Threat, Opportunity) : Studi Kasus pada Kabio Wedding. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(1), 296-307. https://doi.org/10.35870/jimik.v5i1.477
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References
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Al Husna, V., & Lamsah, F. Y. (2020). Analisis Strategi Pemasaran Online Terhadap Jasa Wedding Organizer di Banjarmasin. Repository Universitas Islam Kalimantan.
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Cahyono, D. D., Andini, R., & Raharjo, K. (2016). Pengaruh komite audit, kepemilikan institusional, dewan komisaris, ukuran perusahaan (Size), leverage (DER) dan profitabilitas (ROA) terhadap tindakan penghindaran pajak (tax avoidance) pada perusahaan perbankan yang listing BEI periode tahun 2011–2013. Journal Of Accounting, 2(2).
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Fahmi, H. (2015). PERUMUSAN STRATEGI PEMASARAN DENGAN ANALISA SWOT PADA PT MIROTA INDAH INDONESIA MANNA BAKERY (Doctoral dissertation, Universitas Gadjah Mada).
Fifield, P. (2012). Marketing strategy. Routledge.
Freddy, R. (2013). Teknik Membedah Kasus Bisnis Analisis SWOT Cara Perhitungan Bobot, Rating, dan OCAI. Jakarta: Penerbit PT. Gramedia Pustaka Utama.
Gemilang, R. (2016). Pengembangan booklet sebagai media layanan informasi untuk pemahaman gaya hidup hedonisme siswa kelas XI di SMAN 3 Sidoarjo (Doctoral dissertation, State University of Surabaya).
Hastono, S. P. (2001). Analisis data. Depok: Fakultas Kesehatan Masyarakat Universitas Indonesia.
Hladchenko, M. (2015). Balanced Scorecard–a strategic management system of the higher education institution. International Journal of Educational Management, 29(2), 167-176.
Kotler, P. (2007). Manajemen Pemasaran, Jilid 2.
Amstrong, G., Philip, K., & Pemasaran, D. D. (2012). Jilid 1. Alih Bahasa Alexander Sindoro dan Benyamin Molan,(Jakarta, Prenhalindo, 2002), hal, 153.
Mewindawati, R. (2018). Strategi Pemasaran Tata Rias Pengantin Di Paras Asri Wedding Organizer. E-Journal, 7(1), 43-48.
Parwiyati, S., Sumekar, W., & Mardiningsih, D. (2016). PENGARUH PENGGUNAAN MEDIA BOOKLET PADA PENINGKATAN PENGETAHUAN PETERNAK KAMBING TENTANG PENYAKIT SCABIES DI KTT NGUPOYO SATO DESA WONOSARI KECAMATAN PATEBON (The Effect of Using Booklet on Increasing Goat Farmers’ Knowledge About Scabies in KTT Ngupoyo Sa. Animal Agriculture Journal, 3(4), 581-585.
Permatasari, E. (2014). Pengembangan booklet sebagai media layanan orientasi bimbingan dan konseling di SMK Negeri 1 Pacitan (Doctoral dissertation, Universitas Negeri Malang).
Benny, A. P. (2017). Media dan Teknologi dalam Pembelajaran. Jakarta: Kencana.
Rangkuti, F. (1998). Analisis SWOT teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Riyanto, Y. (2010). Metodologi Penelitian Pendidikan Surabaya. Penerbit Sic.
Satmoko, S., & Astuti, H. T. (2006). Pengaruh bahasa booklet pada peningkatan pengetahuan peternak sapi perah tentang inseminasi buatan di Kelurahan Nongkosawit, Kecamatan Gunungpati, Kota Semarang. Jurnal penyuluhan, 2(2). DOI: https://doi.org/10.25015/penyuluhan.v2i2.2184.
Semi, M. A. (1993). Metode penelitian sastra. Angkasa.
Sudarsono, N., & Sumandani, R. (2020). Sistem Informasi E-Marketplace ‘Vendorsland’bagi Penyedia Event dan Wedding Organizer (Studi Kasus Wedding Organizer Kota Tasikmalaya). J. VOI (Voice…, no. x, pp. 57–68, 2020,[Online]. Available: https://voi. stmik-tasikmalaya. ac. id/index. php/voi/article/view/205.
Sulistiani, D. (2014). Analisis swot sebagai strategi perusahaan dalam memenangkan persaingan bisnis. el-Qudwah.
Supranto, L., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran Edisi II. Jakarta: Penerbit Mitra Wacana Media.
Widoyoko, E. P. (2012). Teknik penyusunan instrumen penelitian. Yogyakarta: pustaka pelajar, 15(1), 1-22.
Wulandari, R., Setiawan, R., & Mulyani, A. (2019). Perancangan Sistem Informasi Manajemen Wedding Organizer Online Menggunakan Scrum. Jurnal Algoritma, 16(2), 139-150.
Al Husna, V., & Lamsah, F. Y. (2020). Analisis Strategi Pemasaran Online Terhadap Jasa Wedding Organizer di Banjarmasin. Repository Universitas Islam Kalimantan.
Ali, K. (2020). Pengaruh Promosi Melalui Media Sosial Dan Word Of Mouth Terhadap Keputusan Konsumen Memilih Wedding Organizer (Studi Pada Konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah). Jurnal Manajemen Dan Bisnis (JMB), 1(2). DOI: https://doi.org/10.57084/jmb.v1i2.453.
Alif, M. G., Pangaribuan, C. H., & Wulandari, N. R. (2019, May). The factors affecting customer satisfaction, loyalty, and word of mouth towards online shopping for millennial generation in Jakarta. In Business Innovation and Development in Emerging Economies: Proceedings of the 5th Sebelas Maret International Conference on Business, Economics and Social Sciences (SMICBES 2018), July 17-19, 2018, Bali, Indonesia (p. 432). CRC Press.
Artanti, A., & Adinugraha, H. H. (2020). Strategi Pemasaran Word Of Mouth Pada Masa Pandemi Covid 19 (Studi Pada Produk Home Industri Mie Eblek Desa Kasepuhan). AmaNU: Jurnal Manajemen dan Ekonomi, 3(2).
Ayu, F., & Fitri, N. (2019). Perancangan sistem informasi pemesanan wedding organizer online. Jurnal Intra Tech, 3(2), 92-104. DOI: https://doi.org/10.37030/jit.v3i2.52.
Cahyono, D. D., Andini, R., & Raharjo, K. (2016). Pengaruh komite audit, kepemilikan institusional, dewan komisaris, ukuran perusahaan (Size), leverage (DER) dan profitabilitas (ROA) terhadap tindakan penghindaran pajak (tax avoidance) pada perusahaan perbankan yang listing BEI periode tahun 2011–2013. Journal Of Accounting, 2(2).
Piercy, N. F. (2016). Market-led strategic change: Transforming the process of going to market. Taylor & Francis.
Fahmi, H. (2015). PERUMUSAN STRATEGI PEMASARAN DENGAN ANALISA SWOT PADA PT MIROTA INDAH INDONESIA MANNA BAKERY (Doctoral dissertation, Universitas Gadjah Mada).
Fifield, P. (2012). Marketing strategy. Routledge.
Freddy, R. (2013). Teknik Membedah Kasus Bisnis Analisis SWOT Cara Perhitungan Bobot, Rating, dan OCAI. Jakarta: Penerbit PT. Gramedia Pustaka Utama.
Gemilang, R. (2016). Pengembangan booklet sebagai media layanan informasi untuk pemahaman gaya hidup hedonisme siswa kelas XI di SMAN 3 Sidoarjo (Doctoral dissertation, State University of Surabaya).
Hastono, S. P. (2001). Analisis data. Depok: Fakultas Kesehatan Masyarakat Universitas Indonesia.
Hladchenko, M. (2015). Balanced Scorecard–a strategic management system of the higher education institution. International Journal of Educational Management, 29(2), 167-176.
Kotler, P. (2007). Manajemen Pemasaran, Jilid 2.
Amstrong, G., Philip, K., & Pemasaran, D. D. (2012). Jilid 1. Alih Bahasa Alexander Sindoro dan Benyamin Molan,(Jakarta, Prenhalindo, 2002), hal, 153.
Mewindawati, R. (2018). Strategi Pemasaran Tata Rias Pengantin Di Paras Asri Wedding Organizer. E-Journal, 7(1), 43-48.
Parwiyati, S., Sumekar, W., & Mardiningsih, D. (2016). PENGARUH PENGGUNAAN MEDIA BOOKLET PADA PENINGKATAN PENGETAHUAN PETERNAK KAMBING TENTANG PENYAKIT SCABIES DI KTT NGUPOYO SATO DESA WONOSARI KECAMATAN PATEBON (The Effect of Using Booklet on Increasing Goat Farmers’ Knowledge About Scabies in KTT Ngupoyo Sa. Animal Agriculture Journal, 3(4), 581-585.
Permatasari, E. (2014). Pengembangan booklet sebagai media layanan orientasi bimbingan dan konseling di SMK Negeri 1 Pacitan (Doctoral dissertation, Universitas Negeri Malang).
Benny, A. P. (2017). Media dan Teknologi dalam Pembelajaran. Jakarta: Kencana.
Rangkuti, F. (1998). Analisis SWOT teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Riyanto, Y. (2010). Metodologi Penelitian Pendidikan Surabaya. Penerbit Sic.
Satmoko, S., & Astuti, H. T. (2006). Pengaruh bahasa booklet pada peningkatan pengetahuan peternak sapi perah tentang inseminasi buatan di Kelurahan Nongkosawit, Kecamatan Gunungpati, Kota Semarang. Jurnal penyuluhan, 2(2). DOI: https://doi.org/10.25015/penyuluhan.v2i2.2184.
Semi, M. A. (1993). Metode penelitian sastra. Angkasa.
Sudarsono, N., & Sumandani, R. (2020). Sistem Informasi E-Marketplace ‘Vendorsland’bagi Penyedia Event dan Wedding Organizer (Studi Kasus Wedding Organizer Kota Tasikmalaya). J. VOI (Voice…, no. x, pp. 57–68, 2020,[Online]. Available: https://voi. stmik-tasikmalaya. ac. id/index. php/voi/article/view/205.
Sulistiani, D. (2014). Analisis swot sebagai strategi perusahaan dalam memenangkan persaingan bisnis. el-Qudwah.
Supranto, L., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran Edisi II. Jakarta: Penerbit Mitra Wacana Media.
Widoyoko, E. P. (2012). Teknik penyusunan instrumen penelitian. Yogyakarta: pustaka pelajar, 15(1), 1-22.
Wulandari, R., Setiawan, R., & Mulyani, A. (2019). Perancangan Sistem Informasi Manajemen Wedding Organizer Online Menggunakan Scrum. Jurnal Algoritma, 16(2), 139-150.