Penerapan Amplified Word of Mouth antara Konsultan JAFRA dengan Customer dalam Pembentukan Customer Loyalty

Simanjuntak, Tasya Irwanty (2024) Penerapan Amplified Word of Mouth antara Konsultan JAFRA dengan Customer dalam Pembentukan Customer Loyalty. S1 thesis, Universitas Kristen Indonesia.

	Text (Hal_Judul_Daftar_Isi_Daftar_Tabel_Daftar_Gambar_Daftar_Singkatan_Daftar_Lampiran_Abstrak) HalJudulDaftarIsiDaftarTabelDaftarGambarDaftarSingkatanDaftarLampiranAbstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_I) BABI.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (406kB)
	Text (BAB_II) BABII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (571kB)
	Text (BAB_III) BABIII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (708kB)
	Text (BAB_IV) BABIV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (305kB)
	Text (Daftar_Pustaka) DaftarPustaka.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (309kB)
	Text (Lampiran) Lampiran.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Industri kecantikan merupakan salah satu industri yang berkembang pesat dan memiliki banyak kompetitor sehingga setiap industri kecantikan harus memiliki strategi dalam membangun dan mempertahankan customer loyalty. Seperti yang dilakukan oleh JAFRA Cosmetics, dalam penelitian ini peneliti tertarik untuk melihat bagaimana penerapan amplified word of mouth yang diterapkan oleh konsultan dalam pembentukan customer loyalty. Customer Loyalty memiliki peran penting terhadap perusahaan agar dapat membantu perkembangan perusahaan. Penulisan penelitian ini membahas mengenai bagaimana penerapan amplified word of mouth yang diterapkan JAFRA Cosmetics dalam pembentukan customer loyalty. Tujuan penelitian ini untuk mengetahui bagaimana penerapan amplified word of mouth yang diterapkan oleh JAFRA Cosmetics dalam membentuk customer loyalty. Penelitian ini menggunakan pendekatan kualitatif yang bersifat deskriptif dengan metode fenomenologi. Pengumpulan data dilakukan dengan cara wawancara secara terstruktur. Sumber data yang digunakan, yakni primer yang melalui wawancara beberapa narasumber konsultan JAFRA dan sekunder melalui dokumentasi. Teknik analisis data dalam penelitian ini adalah model analisis interaktif oleh Miles dan Huberman, dimana ia menyatakan bahwa aktivitas analisis data kualitatif dilakukan secara terus-menerus. Hasil analisis data tersebut mengatakan terdapat beberapa cara dalam penyebaran amplified word of mouth, seperti melalui sosial media dengan melakukan branding secara rutin, skincheck kepada customer, memberikan edukasi, dan testimoni. Pada penyebaran amplified word of mouth juga dilakukan secara langsung dengan melakukan pemakaian produk kepada customer secara gratis yang disebut JAFRA Beauty Party atau JAFRA Beauty Class dan melakukan presentasi manfaat pada produk. Oleh karena itu setiap informasi yang diberikan oleh konsultan JAFRA memberikan kepercayan customer dan mampu menarik customer dalam keputusan pembelian, sehingga membentuk customer loyalty. Kata Kunci : Amplified Word Of Mouth, Customer Loyalty, JAFRA Cosmetics. / The beauty industry is an industry that is increasing and has many competitors, so every beauty industry must have a strategy to build and maintain customer loyalty. As carried out by JAFRA Cosmetics, in this research the researcher is interested in seeing how the implementation of strengthening word-of-mouth promotions implemented by consultants in forming customer loyalty. Customer Loyalty has an important role in the company so it can help the company's development. The writing of this research discusses how JAFRA Cosmetics implements strengthening word-of-mouth promotions in forming customer loyalty. This research aims to find out how word-of-mouth amplification is implemented by JAFRA Cosmetics in creating customer loyalty. This research uses a descriptive qualitative approach with phenomenological methods. Data collection was carried out using structured interviews. The data sources used are primary through interviews with several JAFRA consultant sources and secondary through documentation. The data analysis technique in this research is the interactive analysis model by Miles and Huberman, where he states that qualitative data analysis activities are carried out continuously. The results of the data analysis reveal that there are several ways to spread strengthened word of mouth, such as through social media by carrying out regular branding, skin checks to customers, and providing education and testimonials. The distribution, which is strengthened by word of mouth, is also carried out directly by using the product to customers for free, which is called the JAFRA Beauty Party or JAFRA Beauty Class, and presenting the benefits of the product. Therefore, any information provided by JAFRA consultants gives customers confidence and can attract customers in purchasing decisions, thereby forming customer loyalty. Keywords : Amplified Word Of Mouth, Customer Loyalty, JAFRA Cosmetics

Actions (login required)

View Item