STRATEGI WORD OF MOUTH MARKETING (WOMM) PADA ROTTE BAKERY DALAM MEMBANGUN BRAND AWARENESS KONSUMEN DI KOTA PEKANBARU

Marwah ", Evawani Elysa Lubis

Abstract


Abstract

Rotte Bakery is one of the bakeries in Pekanbaru City that uses word of mouth marketing (WOMM) in its marketing to build consumer brand awareness. This Bakery is known to have cheap and halal products and 20% of the profits are used for social contributions. The research aims to find out how the segmentation, targeting, and positioning of Rotte Bakery in building consumer brand awareness and to find out how the analysis of implementing elements of word of mouth marketing at Rotte Bakery in building consumer brand awareness in Pekanbaru City.

This study uses qualitative research methods with presentation of descriptive analysis. The research subjects were 8 informants who were selected using a purposive technique. Data collection is done through observation, interviews, and documentation. Data analysis using Miles and Huberman models. The technique of checking the validity of the data uses an extension of participation and triangulation.

The results showed that the segmentation of Rotte Bakery was divided into geographical segmentation which is close to housing and agencies, demographic segmentation i.e mothers ranging in age from 25-45 years, psychographic segmentation i.e mothers who did not have time to cook at home for breakfast and like to bring food to events. For targeting, it is divided into product categories. For positioning, namely products that are cheap and halal and "Ada Kebaikan di Setiap Gigitan." The WOMM elements in Rotte Bakery consist of talkers, namely consumers, employees, and Ustadz Nasrullah. Topics are tasty and cheap, social contributions, Magnet Rezeki, service, outlets, Beli Rotte Bisa Umroh, Buy 1 Get 1. Tools, namely using social media, coupons, vouchers, and sponsors. Taking parts, namely through social media, and respond to complaints. Tracking is suggestion boxes, shopping receipts, social media and google business.

 

  Keywords: Word of Mouth Marketing, Brand Awareness, Rotte Bakery

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