| dc.description.abstract | Word of mouth marketing strategy is one of the powerful marketing
communication strategies and the most interesting that can be used by all
companies, especially for home industry business. UD. Mitra Cahaya is a home
industry business in the manufacture of batik theme of North Sumatera are
located in Medan Tembung area.
The purpose of this research was to analyze the role of word of mouth
marketing strategy in selling batik theme of North Sumatera UD. Mitra Cahaya
and analyze the effectiveness of word of mouth marketing strategy in selling batik
theme of North Sumatera UD. Mitra Cahaya. In addition, the purpose of this
research was to find another alternative marketing communication strategies to
do UD. Mitra Cahaya in the sale of batik theme of North Sumatera.
In this research, the method used is descriptive method with qualitative
approach. Informants in this research are divided into three groups. Key
informant is the owner of UD. Mitra Cahaya, mayor informant is manager of UD.
Mitra Cahaya and additional informant is consumers of UD. Mitra Cahaya. Data
collections techniques used in the first two kinds of primary data collection
techniques by conducting observation and interviews, while the second is the
secondary data collection techniques with the collection of literature and
documentation. Data analysis techniques used in this research is descriptive data
analysis techniques.
Based on the results of the research, the role of word of mouth marketing
strategy has been going well and is very effective in the sales of batik theme of
North Sumatera UD. Mitra Cahaya. It can be seen where consumers tell,
promote, recommend and sell batik theme of North Sumatera to other prospective
customers. Consumers who do this are satisfied with the batik theme of North
Sumatera UD. Mitra Cahaya. Reseacher has found another alternative marketing
communication strategies that can be done by UD. Mitra Cahaya is to do the
packaging in the form of catalog, brochures, business cards, banners, billboards,
ads and interesting jargon. | en_US |
