How the word of mouth marketing strategy influence the consumer buying interest? (A case of genestick product)
DOI:
https://doi.org/10.58881/jcmts.v3i3.203Keywords:
word of mouth, marketing strategy, consumer buying, interestAbstract
The genestick product is a stick-shaped snack product made from onions in the Manado local language called kue kering biji-biji. This cake is produced by students from Politeknik Negeri Manado who are managed in groups in the form of micro-entrepreneurship, since it was sold it has stagnated, because it only uses a promotion strategy using a social media platform. Since the marketing strategy changed through word of mouth marketing, sales have increased. The purpose of this study was to analyze the effect of word of mouth marketing strategies on consumer buying interest in ginestick products. The research method used is quantitative descriptive, with data collection techniques through surveys, of 50 respondents. The analytical tools used are validity and reliability tests, correlation tests, regression tests, determination tests and hypothesis testing through the T test and F test. From some of these tests it is found that consumer buying interest is influenced by word of mouth marketing strategies. At the significance level of the hypothesis test (T and F tests) (0.001) and < the research error rate of 0.05 and with a coefficient of determination of 61.6%, it has a positive effect, which means that the higher the Word of mouth marketing, the higher the buying interest of Genestick product consumers.
References
Algiffary, M. A., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). Pengaruh Celebrity Endorser, Online Advertising dan Word-of-mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia. AMAR (Andalas Management Review), 4(2), 16-31.
Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing tools used in the marketing mix: A systematic literature and future research agenda. Sage Open, 13(1), 21582440231156563.
Angela, N. M. U. T., Wajdi, M., Sanjaya, I. B., & Arbainah, S. (2022). Implementasi green marketing pada FiPuA. Journal of Commerce, Management, and Tourism Studies, 1(1), 21–35. https://doi.org/10.58881/jcmts.v1i1.1
Bastos, W., & Moore, S. G. (2021). Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases. Journal of Business Research, 130, 110-123.
Bleibaum, R. N., Tao, K. C., & Thomas, H. (2020). Quantitative descriptive analysis. Chapter 3, Manual on Descriptive Analysis Testing for Sensory Evaluation, 10.
Bondarenko, V., & Vyshnivska, B. (2023). Promotional Marketing as A Method of Increasing Sales. Three Seas Economic Journal, 4(2), 21-28.
Budaya, I., Haryono, G., Chatra, A., & Desi, D. E. (2022). Marketing Communication For Colleges Through The WordOf-Mouth Method. International Journal Of Artificial Intelegence Research, 6(1).
Ermeç, A. (2022). How effective are social media influencers' recommendations? The effect of message source on purchasing intention and e-word-of-mouth (WOM) from a para-social interaction perspective. İşletme Araştırmaları Dergisi, 14(1), 1077-1095.
Ernawati, S., & Koerniawan, I. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian Konsumen Pada Produk Umkm Di Kota Bima. E-Bisnis: Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 207-215.
Fakhrudin, A. (2021). Pengaruh Strategi Promosi Melalui Social Media Terhadap Keputusan Kuliah Di Sttkd Yogyakarta Yang Dimediasi Word-of-mouth Marketing. Jurnal Manajemen Dirgantara, 14(1), 9-20.
Fifield, P. (2012). Marketing strategy. Routledge.
Fuadi, F., Susanto, B., & Aryana, I. N. R. (2022). Implementation of direct marketing in an effort to increase MICE customer loyalty. Journal of Commerce, Management, and Tourism Studies, 1(1), 14–20. https://doi.org/10.58881/jcmts.v1i1.5
Gildin, S. Z. (2022). Understanding the power of word-of-mouth. RAM. Revista de Administração Mackenzie, 4, 92-106.
Green, G. P., & Dougherty, M. L. (2008). Localizing linkages for food and tourism: Culinary tourism as a community development strategy. Community Development, 39(3), 148-158.
Handayani, C. M. S., Fauziyah, F., & Ariprabowo, T. (2020). Reputation And Word-Of-Mouth Perception: Case Studies In Institutional Management. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(02).
Kasiani, K., Sarjana, I. M., Sanjaya, I. G. N., Kencanawati, A. A. A. M., & Marheni, L. (2024). Market mechanisms in the eastern part of Indonesia of PTKI company. Journal of Commerce, Management, and Tourism Studies, 3(2), 83–91. https://doi.org/10.58881/jcmts.v3i2.200.
Maino, G. P., Sepang, J. L., & Roring, F. (2022). PENGARUH INOVASI PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI PADA VEREL BAKERY AND COFFEE. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 184-190.
Marhaeni, C. K. D. (2021). Memahami Electronic Word-of-mouth sebagai Bentuk Komunikasi Era Digital. Caritas pro Serviam, 43(01).
Mustika, M. A. C. (2023). Pengaruh Customer Experience dan Variasi Produk Terhadap Minat Beli Ulang Produk Mixue Ice Cream And Tea di Kota Bandar Lampung. Journal Strategy of Management and Accounting Through Research and Technology (SMART), 2(2), 35-46.
Nur, A. (2020). Word-of-mouth Sebagai Strategi Komunikasi Pemasaran Di Era Digital (Studi Kasus Optik Tiga Lima Purwokerto) (Doctoral dissertation, IAIN Purwokerto).
Nurfakih, S. A. W., Waelan, W., & Rangkuti, A. E. (2024). Peran service quality memediasi pengaruh customer value dan brand experience terhadap repurchase intention di kantor pusat PTNJM Bali. Kajian Pendidikan, Seni, Budaya, Sosial Dan Lingkungan, 1(2), 73–86. https://doi.org/10.58881/kpsbsl.v1i2.12
Ogu, S. J. (2024). Evaluating the extend of marketing plan in Nigerian business organization. Journal of Commerce, Management, and Tourism Studies, 3(1), 23–32. https://doi.org/10.58881/jcmts.v3i1.167.
Pastini, N. W., & Lilasari, L. N. T. (2023). Building customer’s brand awareness through social media platform. Journal of Commerce, Management, and Tourism Studies, 2(3), 155–162. https://doi.org/10.58881/jcmts.v2i3.148 (Original work published December 1, 2023)
Puspita, C. M., & Budiatmo, A. (2020). Pengaruh harga dan kualitas produk terhadap keputusan pembelian dengan minat beli sebagai variabel intervening (Studi pada Rocket Chicken Wolter Monginsidi Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(3), 268-275.
Putra, A. R., Ernawati, E., Jahroni, J., Anjanarko, T. S., & Retnowati, E. (2022). Creative Economy Development Efforts in Culinary Business. Journal of Social Science Studies (JOS3), 2(1), 21-26.
Putra, R. M., Nahor, M. I. B., Suastika , I. K. D., Tinu, M. M., Indah, M., Ardhika, N. K. R. L., & Sananta, I. K. B. P. (2024). Analysis of marketing strategy at JeKo resaturant. Journal of Commerce, Management, and Tourism Studies, 3(2), 92–99. https://doi.org/10.58881/jcmts.v3i2.192
Saputra, D. A., Marcelina, S., Sari, R. R., & Amalia, D. R. (2023). Pengaruh Word-of-mouth dan Citra Merek Terhadap Keputusan Pembelian Smartphone Merek Iphone Pada Mahasiswa di Universitas Mayjen Sungkono Kota Mojokerto. CERMIN: Jurnal Penelitian, 7(2), 468-475.
Sugiyono, (2019). Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan R&D. Bandung: Alfa Beta
Suryani, I., & Syafarudin, A. (2021). The effect of sales promotion on purchasing decisions. Ilomata International Journal of Tax and Accounting, 2(2), 122-133.
Susanto, B., Wardhani, Y. K., Sutiarso, M. A., Muhartoyo, M., & Sadjuni, N. L. G. S. (2023). The role and use of social media as a medium for marketing tourist attractions and increasing tourist visits. Journal of Commerce, Management, and Tourism Studies, 2(1), 48–55. https://doi.org/10.58881/jcmts.v2i1.93 (Original work published April 8, 2023).
Utomo, A. Z., & Dwiyanto, B. M. (2022). Pengaruh Green Marketing Dalam Sosialisasi “Diet Kantong Plastik” Terhadap Keputusan Pembelian Pada Produk Eco Bag (Tas Belanja Ramah Lingkungan) Alfamart Melalui Minat Beli Sebagai Variabel Intervening (Studi pada Konsumen Alfamart di Kabupaten Pati). Diponegoro Journal of Management, 11(5).
Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. Journal of the academy of marketing science, 38, 119-140.
Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Pearl Loesye Wenas, Christoffer Daniel Natos, Margresye Diana Rompas; Benny Irwan Towoliu
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
