word of mouth communication

Oct 13, 2025 by wbrum.org 42 views

The Role of Word of Mouth Communication in Forming Consumer Preferences at the Boogie Shop Jl. Sei Belutu No. 74, Medan

In today's fast-paced information age, consumers have the nature of telling and sharing their experiences with a product or service with people around them. This makes word of mouth communication (Word of Mouth Communication) as a source of information that is more trustworthy than advertisements that are often considered misleading. Consumers feel trapped in the sweet promises of advertisements that are sometimes not in accordance with reality. This research focuses on understanding how the processes of mouth communication takes place between consumers of Boogie shops located on Jl. Sei Belutu No. 74, Medan, as well as how the role of this communication in forming consumer preferences for the shop.

Research Methodology

In this study, researchers use descriptive methods with a qualitative approach. Primary data collection is carried out through direct interviews with twelve informants consisting of seven men and five women, as well as direct observations. Secondary data are obtained through literature studies to support research findings. Data analysis techniques used include data reduction, data presentation, and data verification to ensure the accuracy of the information obtained.

The Process of Word of Mouth Communication

Based on the results of the study, the processes of mouth communication that occurred in the Boogie shop is divided into two forms: Organic Word of Mouth and Amplified Word of Mouth.

Organic Word of Mouth

This type of communication occurs naturally, where consumers share good and bad experiences they get when visiting Boogie shops. For example, a customer who enjoys food and the atmosphere of the shop might recommend it to his friends. Organic word of mouth is a crucial aspect of building a positive reputation for a business, as it is often based on genuine experiences and recommendations from satisfied customers.

Amplified Word of Mouth

On the other hand, amplified word of mouth occurs when consumers participate in events held at the Boogie shop. In this context, the positive experience experienced during the event can increase the likelihood of consumers to recommend the shop to others. Amplified word of mouth is a powerful tool for businesses to create a buzz around their products or services, and can be achieved through various marketing strategies such as hosting events, offering exclusive promotions, and engaging with customers on social media.

The Impact on Consumer Preferences

The results showed that word of mouth communication has a significant impact in forming consumer preferences on boogie shops. When positive information is delivered by the closest people, consumers tend to feel more confident and interested in trying the products or services offered. This proves that word of mouth recommendations have greater strength than traditional advertisements, especially in the food and beverage industry. In fact, a study by Nielsen found that 84% of consumers trust recommendations from friends and family more than any other form of advertising.

Conclusion

Overall, this research indicates that the Word of Mouth Communication plays an important role in building the image and preferences of consumers of the Boogie shop. Communication that takes place between consumers can help the shop in strengthening their position in the market and increasing customer loyalty. By understanding the process and impact of this communication, Boogie shop owners can design marketing strategies that are more effective and focus on creating positive experiences that will be told by customers to the people around them.

Implications for Marketing Strategies

The findings of this study have several implications for marketing strategies. Firstly, businesses should focus on creating positive experiences for their customers, as this is more likely to lead to word of mouth recommendations. Secondly, businesses should engage with their customers on social media and encourage them to share their experiences with others. Finally, businesses should consider hosting events and offering exclusive promotions to create a buzz around their products or services.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, and further research is needed to confirm the findings. Secondly, the study only focuses on the Boogie shop, and further research is needed to generalize the findings to other businesses. Finally, the study only examines the impact of word of mouth communication on consumer preferences, and further research is needed to examine the impact on other aspects of business such as sales and revenue.

Future Research Directions

Future research should focus on examining the impact of word of mouth communication on other aspects of business such as sales and revenue. Additionally, future research should examine the impact of social media on word of mouth communication, as this is becoming an increasingly important channel for businesses to engage with their customers. Finally, future research should examine the impact of cultural and demographic factors on word of mouth communication, as these can influence the way that consumers share and respond to information.

Conclusion

In conclusion, this study highlights the importance of word of mouth communication in forming consumer preferences at the Boogie shop Jl. Sei Belutu No. 74, Medan. The study finds that word of mouth communication has a significant impact on consumer preferences, and that businesses should focus on creating positive experiences for their customers to encourage word of mouth recommendations. The study also highlights the limitations of the study and provides future research directions to further examine the impact of word of mouth communication on business outcomes.
Frequently Asked Questions (FAQs) about Word of Mouth Communication

In our previous article, we discussed the role of word of mouth communication in forming consumer preferences at the Boogie shop Jl. Sei Belutu No. 74, Medan. In this article, we will answer some frequently asked questions (FAQs) about word of mouth communication.

Q: What is word of mouth communication?

A: Word of mouth communication is the process of sharing information or experiences with others through personal conversations, recommendations, or reviews. It is a powerful tool for businesses to build their reputation, increase customer loyalty, and drive sales.

Q: Why is word of mouth communication important?

A: Word of mouth communication is important because it is a trusted source of information for consumers. According to a study by Nielsen, 84% of consumers trust recommendations from friends and family more than any other form of advertising. Word of mouth communication can also help businesses to build their reputation, increase customer loyalty, and drive sales.

Q: How can businesses encourage word of mouth communication?

A: Businesses can encourage word of mouth communication by creating positive experiences for their customers, engaging with them on social media, and encouraging them to share their experiences with others. Businesses can also host events and offer exclusive promotions to create a buzz around their products or services.

Q: What are the benefits of word of mouth communication for businesses?

A: The benefits of word of mouth communication for businesses include increased customer loyalty, improved reputation, and increased sales. Word of mouth communication can also help businesses to build trust with their customers and create a loyal customer base.

Q: How can businesses measure the effectiveness of word of mouth communication?

A: Businesses can measure the effectiveness of word of mouth communication by tracking customer reviews, ratings, and feedback on social media and review websites. They can also use metrics such as net promoter score (NPS) and customer satisfaction score (CSS) to measure customer loyalty and satisfaction.

Q: What are the challenges of word of mouth communication for businesses?

A: The challenges of word of mouth communication for businesses include managing negative reviews and feedback, maintaining a positive reputation, and encouraging customers to share their experiences with others. Businesses must also be aware of the potential risks of word of mouth communication, such as the spread of misinformation or negative reviews.

Q: How can businesses respond to negative word of mouth communication?

A: Businesses can respond to negative word of mouth communication by addressing the customer's concerns, apologizing for any mistakes, and offering solutions or alternatives. They can also use social media to respond to negative reviews and feedback, and to show that they value their customers' opinions.

Q: What is the future of word of mouth communication?

A: The future of word of mouth communication is bright, with the rise of social media and online review platforms. Businesses must adapt to these changes and find new ways to engage with their customers and encourage word of mouth communication.

Q: How can businesses use social media to encourage word of mouth communication?

A: Businesses can use social media to encourage word of mouth communication by engaging with their customers, sharing customer testimonials and reviews, and offering exclusive promotions and discounts. They can also use social media to respond to customer feedback and concerns, and to show that they value their customers' opinions.

Q: What are the key metrics for measuring the effectiveness of word of mouth communication?

A: The key metrics for measuring the effectiveness of word of mouth communication include customer satisfaction score (CSS), net promoter score (NPS), customer retention rate, and customer acquisition cost. Businesses can use these metrics to track the effectiveness of their word of mouth communication strategies and make data-driven decisions.

Q: How can businesses use customer feedback to improve their products or services?

A: Businesses can use customer feedback to improve their products or services by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their products or services. They can also use customer feedback to develop new products or services that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve products or services?

A: The benefits of using customer feedback to improve products or services include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their marketing strategies?

A: Businesses can use customer feedback to improve their marketing strategies by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their marketing strategies. They can also use customer feedback to develop new marketing campaigns that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve marketing strategies?

A: The benefits of using customer feedback to improve marketing strategies include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their customer service?

A: Businesses can use customer feedback to improve their customer service by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their customer service strategies. They can also use customer feedback to develop new customer service policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve customer service?

A: The benefits of using customer feedback to improve customer service include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their employee engagement?

A: Businesses can use customer feedback to improve their employee engagement by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their employee engagement strategies. They can also use customer feedback to develop new employee engagement policies and procedures that meet the needs and expectations of their employees.

Q: What are the benefits of using customer feedback to improve employee engagement?

A: The benefits of using customer feedback to improve employee engagement include increased employee satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their supply chain management?

A: Businesses can use customer feedback to improve their supply chain management by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their supply chain management strategies. They can also use customer feedback to develop new supply chain management policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve supply chain management?

A: The benefits of using customer feedback to improve supply chain management include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their product development?

A: Businesses can use customer feedback to improve their product development by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their product development strategies. They can also use customer feedback to develop new products that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve product development?

A: The benefits of using customer feedback to improve product development include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their marketing research?

A: Businesses can use customer feedback to improve their marketing research by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their marketing research strategies. They can also use customer feedback to develop new marketing research policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve marketing research?

A: The benefits of using customer feedback to improve marketing research include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their sales and revenue?

A: Businesses can use customer feedback to improve their sales and revenue by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their sales and revenue strategies. They can also use customer feedback to develop new sales and revenue policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve sales and revenue?

A: The benefits of using customer feedback to improve sales and revenue include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their customer retention?

A: Businesses can use customer feedback to improve their customer retention by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their customer retention strategies. They can also use customer feedback to develop new customer retention policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve customer retention?

A: The benefits of using customer feedback to improve customer retention include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.

Q: How can businesses use customer feedback to improve their customer acquisition?

A: Businesses can use customer feedback to improve their customer acquisition by analyzing customer reviews and feedback, identifying areas for improvement, and making changes to their customer acquisition strategies. They can also use customer feedback to develop new customer acquisition policies and procedures that meet the needs and expectations of their customers.

Q: What are the benefits of using customer feedback to improve customer acquisition?

A: The benefits of using customer feedback to improve customer acquisition include increased customer satisfaction, improved reputation, and increased sales. Customer feedback can also help businesses to identify areas for improvement and make data-driven decisions.