ANALISA E-WOM THE HARVEST CAKES BANDUNG

Carissa, Alfa Veronika (2020) ANALISA E-WOM THE HARVEST CAKES BANDUNG. D4 thesis, Poltekpar NHI Bandung.

	Text PA_201923819_BAB I.pdf Download (23kB)
	Text PA_201923819_BAB II.pdf Restricted to Repository staff only Download (75kB)
	Text PA_201923819_BAB III.pdf Download (82kB)
	Text PA_201923819_BAB IV.pdf Restricted to Repository staff only Download (192kB)
	Text PA_201923819_BAB V.pdf Restricted to Repository staff only Download (28kB)
	Text PA_201923819_COVER.pdf Download (367kB)
	Text PA_201923819_FULLTEXT.pdf Restricted to Repository staff only Download (689kB)
	Text PA_201923819_JURNAL.pdf Restricted to Repository staff only Download (282kB)

Abstract

e development of information technology and digitalization influence the field of marketing. People used to know the word of mouth or WOM, as it is today widely known as Electronic word of mouth or E-WOM. Unwittingly E-WOM has a stronger influence than WOM. This makes the writer interested in conducting a research on E-WOM especially in the food & beverage business sector as one of the basic or primary needs of every human being. PT. Mount Scopus is one of the corporate companies in the food and beverage business in Indonesia with its biggest brand is The Harvest. The Harvest continues to experience development including the city of Bandung. In Bandung there are 3 outlets of The Harvest located on Jalan Burangrang, Buah Batu, and Dago. However, the increase in the number of outlets is not necessarily in line with the development of E-WOM provided by customers. Based on the background of the study, the author took the title "E-WOM ANALYSIS OF THE HARVEST CAKES BANDUNG". The purpose of this study is as one of the graduation requirements for the writer in completing their Diploma IV education program at the Bandung College of Tourism, Hotel Administration study program. The writer examined 3 things, which are the intensity, valence of opinion, and E-WOM content at The Harvest Cakes Bandung. In the discussion of content, the writer deepens the discussion with the marketing mix of services. The methodology used in this research is intrinsic qualitative case study. Based on the results of research and discussion, the writer conclude that The Harvest has the highest intensity on Google Business and the highest interactions with products and having 638 E-WOM reviews. Valence of opinion is positive except variable people who have negative valence of opinion. The highest complaint owned by The Harvest Bandung is in the process variable, while the highest compliment is in the product variable. In the content, the writer use service marketing mix to examine the area and concluded that The Harvest does not have a good SOP. The advice given by the writer is to invite customers to provide E-WOM to increase the intensity of The Harvest E-WOM. Moreover, as evaluated based on the existing complaints and compliments, the writer found some areas to improve so that the valence of opinion can increase. Last for content, The Harvest needs to make a standardized SOP based on the service marketing mix. Keywords: E-WOM, Intensity, Valence of Opinion, and Content.

Actions (login required)

View Item