ANALISIS PERSEPSI PELAKU USAHA UMKM DAN KONSUMEN TERHADAP PERAN E-WORD OF MOUTH DAN WORD OF MOUTH KONVENSIONAL DALAM BISNIS

Maharani, Binti Nadia (2013) ANALISIS PERSEPSI PELAKU USAHA UMKM DAN KONSUMEN TERHADAP PERAN E-WORD OF MOUTH DAN WORD OF MOUTH KONVENSIONAL DALAM BISNIS. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Untuk menganalisis perbedaan efektivitas WOM (Word of Mouth) dan e-WOM (Electronic Word of Mouth) serta persepsi pelaku UKM dan konsumen. Pendekatan kualitatif deskriptif melalui wawancara mendalam. WOM tradisional lebih efektif dalam membangun kepercayaan melalui hubungan interpersonal, sedangkan e-WOM unggul dalam jangkauan dan kecepatan informasi, meskipun membutuhkan sumber daya yang lebih besar. Memperkaya literatur tentang integrasi WOM dan e-WOM dalam UKM. Memberikan panduan bagi UKM dalam strategi pemasaran berbasis kepercayaan dan teknologi. Batasan ukuran sampel di beberapa sektor UKM.

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