OPTIMALISASI STRATEGI PEMASARAN WORD OF MOUTH (WOM) DALAM MENINGKATKAN PENJUALAN UMKM OTAK-OTAK CRISPY

Abstract

Micro, Small and Medium Enterprises (MSMEs) play an important role in the Indonesian economy, including the culinary sector such as Otak-otak Crispy. This study aims to understand how optimizing Word of Mouth (WOM) marketing strategies can increase sales at Otak-Otak Crispy MSMEs. The research method used is a qualitative case study with data triangulation analysis techniques through observation, interviews and documentation with 4 informants. Based on the results of interviews with customers, WOM has a major influence on purchasing decisions and can increase sales, especially through social media such as WhatsApp, Instagram, and TikTok. Customers who are satisfied with the products and services of Otak-Otak Crispy MSMEs tend to provide positive recommendations, both directly to friends and through social media. This article finds that product quality, good service, and positive customer experiences are the main factors that drive WOM. However, challenges such as limited marketing budgets and dependence on customer recommendations need to be overcome so that WOM can function optimally. The Crispy Otak-otak UMKM is advised to continue to improve product quality, service, and utilize social media to expand WOM reach, as well as encourage customers to share their experiences in order to increase sales sustainably.