Word of Mouth (WoM) dalam Komunikasi Pemasaran Industri Rumah Tangga (IRT) Jamu di Pamekasan Madura
DOI:
https://doi.org/10.37481/jmeb.v4i2.802Keywords:
Word of Mouth (WoM), Marketing Communications, Home Industry, Traditional HerbalAbstract
Herbal medicine businesses should no longer use traditional marketing communications instead they have switched to using modern marketing communications. However, the fact is that traditional marketing communications are still widely applied by jamu entrepreuners in the field. In fact, it was able to make the herbal medicine business continue to thrive and exist tday amidst the proliferation of modern pharmaceutical drugs and herbal products from foreign countries. The WoM phenomenon of the Madura Pamekasan herbal home industry was researched using descriptive qualitative research methods to describe events that occurred in the field. The results of research on WoM in marketing communications for the herbal home industry in Pamekasan Madura are the tendency for the Pamekasan Madura herbal home industry to use Madura language, combining sales promotion through local events, WoM bay consumer through recommendations and tetimonilas, woM bay consumers through reseller and tendencies. Pamekasan Madura herbal medicine does not implement planning.
References
Al Qurtuby Sumanto. (2023). Menakar Prospek Jamu di Masa Depan, Opini, Media Online Mode For Minds, 04/08/2023
Andriati, A., & Wahjudi, R. T. (2016). Tingkat penerimaan penggunaan jamu sebagai alternatif penggunaan obat modern pada masyarakat ekonomi rendah-menengah dan atas. Masyarakat, Kebudayaan dan Politik, 29(3), 133-145.
Asriani, P. S., Bonodikun, B., & Yuliarti, E. (2015). Pemberdayaan Perempuan Pengrajin Jamu Gendong Melalui Penerapan Teknologi Diversifikasi Produk Olahan. Jurnal Bisnis Tani, 1(1), 68-76.
Chowdhury, T. A., & Naheed, S. (2020). Word of mouth communication in political marketing: Understanding and managing referrals. Journal of Marketing Communications, 26(3), 290-313.
Elfahmi Dkk. (2014). Jamu: Indonesian Traditional Herbal Medicine Towards Rational Phytopharmacological Use, Elsevier: Journal Herbal Medicine 4 (2014) 51-73.
Fatimah, S., Rahayu, M., & Rinding, A. L. T. (2017). Analisis Sakarin dalam jamu kunyit asam yang dijual di Malioboro dan di Pasar Beringharjo Yogyakarta. Biomedika, 10(1), 30-35.
Febriani Rosy. (2018). Staretgi Komunikasi Pemasaran Jamu Tradisional di Era Teknologi Digitalisasi 4.0, FJAS: Universitas Muhammadiyah Kotabumi.
Hariyati, T., Putra, M. U., & Lesmana, R. (2023). Pengenalan Tanaman Toga Dan Manfaatnya Bagi Kesehatan. Jurnal Benuanta, 2(1), 16-20.
Haziki, H. (2021). Studi etnobotani tumbuhan obat tradisional oleh masyarakat di kelurahan setapuk kecil singkawang. Biocelebes, 15(1), 76-86.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22, 1203-1226.
Satriyati, E., Biroli, A., & Hana, S. N. (2019). Pilihan Rasional Perempuan Madura Dalam Pemertahanan Tradisi Minum Jamu Di Kabupaten Bangkalan Dan Sumenep. Jurnal Sosiologi Pendidikan Humanis, 4(2).
Syafi'i, I. (2020). Pemasaran Jamu Menggunakan Kemasan Praktis Siap Minum dengan Branding Tren Masa Kini. Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 1(1), 35-41.
Vasan, M. (2020, October). Effectiveness of word of mouth communication: Receiver perspectives. In 2020 Fourth International Conference on I-SMAC (IoT in Social, Mobile, Analytics and Cloud)(I-SMAC) (pp. 246-251). IEEE.
