Analisis Electronic Word of Mouth dalam Aktivitas Multi Level Marketing (Studi Kasus pada Para Konsultan Oriflame

Ambarwati, Lintang (2024) Analisis Electronic Word of Mouth dalam Aktivitas Multi Level Marketing (Studi Kasus pada Para Konsultan Oriflame. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

In the digital era, E-WOM has become an important strategy, especially during the COVID-19 pandemic which limits face-to-face interactions. This study uses qualitative research with a case study method. The results of the study show that E-WOM from Oriflame is carried out by consumers who like the brand and Oriflame employees themselves through social media platforms, such as WhatsApp, Instagram, Facebook, and TikTok. This E-WOM strategy has proven effective in building consumer trust, influencing purchasing decisions, and expanding Oriflame's MLM business network. The trustworthiness and expertise of Oriflame consultants play a key role in the success of E-WOM, with a deep understanding of the product and the ability to build trust through personal testimonials as its main elements. This study provides practical insights for Oriflame and other MLM companies in developing effective E-WOM strategies in this digital era.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Electronic Word of Mouth, Multi Level Marketing, Oriflame
Subjects: Communication Science > Digital Communication
Communication Science > Marketing Communications
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Lintang Ambarwati
Date Deposited: 13 Sep 2024 04:23
Last Modified: 13 Sep 2024 04:23
URI: https://repository.bakrie.ac.id/id/eprint/10807

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