STRATEGI WORD OF MOUTH MARKETING SOPHIE PARIS BC ASRIL DALAM MENINGKATKAN JUMLAH MEMBER YANG AKTIF
Abstract: Sophie Paris BC
Asril is one of Multi Level Marketing (MLM) company that is usedword of
marketing system in Pekanbaru city. This company uses member system in selling
and get the profit. From more or less 17.000 Sophie Paris BC Asril’s members,
it’s just about a half from all member be an active member. This condition will
affect to company profit. Therefore the company need one of marketing strategy
in order to increase the amount of active member. The purpose of this research
is to know how word of mouth marketing strategy who created bybuzz and
viralmarketing strategy, opinion leader role and social media role in Sophie
Paris BC Asril’s to increase the amount of active member. This research used
qualitative research method with descriptive approach. This reseach was done in
Sophie Paris BC Asril, addres in Gelugur Street No.39, Middle Tangkerang
subdistrict, Pekanbaru City. The object of this research is word of mouth
communication strategy and the subject are all of the informants that are
fullfil the needed of this research and the key informant is the leader,
employees and some members of Sophie Paris BC Asril with purposive method..
Taking data technique in this research is by using deep observation, interview
and documentation. The result of this research is describes word of mouth
marketing strategy who created by three dimension there arebuzz andviral
marketing, opinion leader and social media, who used by Sophie Paris BC Asril
in order to increase the amount of active member. Buzz and viral marketing who
done is like holding a bazar and event in the shopping center.As opinion leader
in Sophie Paris BC Asril is Mrs. Asril who also the owner of the BC, because
Mrs. Asril is a person who trusted and be a role model for the membership, due
to her knowledge and experience which have long been in the business. Sophie
Paris BC Asril also did not miss the technology in conducting its business,
because they know very well by utilizing social media such as twitter,
facebook, online shopp and others will expand its network and ease in
socializing, interaction, sharing of information between fellow member and
owner of the company and make it easier to access the member who want to find
out company information.
Penulis: Nanda Risky, Rumyeni
Kode Jurnal: jpkomunikasidd150431
