PEMANFAATAN WORD OF MOUTH DALAM PENJUALAN TIKET SEMINAR GEN-Z TALKS! "MAKIN VIRAL MAKIN CUAN" DI UNIVERSITAS MERCU BUANA TAHUN 2023

ULYA, RIF'ATUL (2024) PEMANFAATAN WORD OF MOUTH DALAM PENJUALAN TIKET SEMINAR GEN-Z TALKS! "MAKIN VIRAL MAKIN CUAN" DI UNIVERSITAS MERCU BUANA TAHUN 2023. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In the digital era, alongside technological advancements, non-academic activities such as seminars hold significant importance, particularly within university settings. The seminars conducted in universities are diverse, one of which is the Gen-Z Talks Seminar. To promote their seminar, GenZeo employs a promotional strategy through word of mouth (WOM). This research aims to explore further the utilization of word of mouth in promoting and increasing ticket sales for the Gen-Z Talks seminar titled "Makin Viral Makin Cuan," organized by Gen-Z Event Organizer (GenZeo) in December 2023 at Universitas Mercu Buana. This study utilizes a post-positivism paradigm with a descriptive qualitative research approach. Data collection techniques were obtained through in-depth interviews and documentation. The researcher conducted in-depth interviews with the event organizers and seminar participants. The results of the research indicate that the utilization of a word of mouth strategy is an effective primary tool in attracting participant interest. The types of word of mouth used in this seminar promotion include organic word of mouth and amplified word of mouth. The outcome of these types of word of mouth demonstrates that the organizers intentionally conducted promotional campaigns to get people talking about the seminar event. This research reveals the utilization of a marketing communication strategy through word of mouth and concludes that the strategy is effective in increasing ticket sales for the Gen-Z Talks seminar while also providing recommendations for future improvements. Keywords: Word of Mouth, Seminar Event, Ticket Sales Di era digital yang seiring dengan perkembangan teknologi, kegiatan non akademis seperti seminar memiliki eksistensi yang tinggi terutama di lingkup universitas. Seminar yang diadakan di universitas sangat beragam, salah satunya adalah Seminar Gen-Z Talks. Dalam mempromosikan seminarnya, GenZeo menggunakan strategi promosi yang dilakukan melalui word of mouth. Penelitian ini bertujuan untuk mengetahui lebih lanjut mengenai pemanfaatan word of mouth (WOM) dalam mempromosikan dan meningkatkan penjualan tiket seminar Gen-Z Talks! "Makin Viral Makin Cuan" yang diselenggarakan oleh Gen-Z Event Organizer (GenZeo) pada bulan Desember 2023 di Universitas Mercu Buana. Penelitian ini menggunakan paradigma post-positivisme, dengan pendekatan penelitian deskriptif kualitatif. Teknik pengumpulan data diperoleh melalui wawancara mendalam dan dokumentasi. Peneliti melakukan wawancara mendalam bersama panitia acara dan peserta seminar. Hasil penelitian menunjukkan bahwa pemanfaatan strategi word of mouth menjadi alat utama yang efektif dalam menarik minat peserta. Jenis word of mouth yang digunakan dalam promosi seminar ini menggunakan organic word of mouth dan amplified word of mouth. Hasil dari jenis word of mouth ini menerangkan bahwa panitia sengaja melakukan kampanye promosi agar orang-orang berbicara mengenai event seminar ini. Penelitian ini menunjukkan adanya pemanfaatan strategi komunikasi pemasaran melalui word of mouth dan menyimpulkan bahwa pemanfaatan strategi komunikasi pemasaran melalui word of mouth efektif dalam meningkatkan penjualan tiket seminar Gen-Z Talks serta memberikan rekomendasi untuk perbaikan di masa yang akan datang. Kata Kunci: Word of Mouth, Acara Seminar, Penjualan Tiket

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 24 055
NIM/NIDN Creators:	44320110061
Uncontrolled Keywords:	Word of Mouth, Acara Seminar, Penjualan Tiket
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 900. Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 904 Adventure, Collected Accounts of Events/Petualangan, Kumpulan Peristiwa Tertentu > 904.7 Events Induced by Human Activity/Acara yang Diselenggarakan Manusia
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	28 Sep 2024 07:21
Last Modified:	28 Sep 2024 07:21
URI:	http://repository.mercubuana.ac.id/id/eprint/91923

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