NETNOGRAPHIC STUDIES ON ELECTRONIC WORD OF MOUTH AS A DIGITAL MARKETING COMMUNICATION STRATEGY IN KOTA TUA JAKARTA

Retno Ekasari

Abstract


The main problem in this research is the rise of digital marketing used by all business sectors, including the tourism business industry. This is still underutilized by businesspeople as an effort to improve marketing communication strategies including the tourist destination Kota Tua Jakarta. The purpose of this study is to analyze electronic word of mouth activities in Kota Tua Jakarta. The method used in this study is a qualitative approach using netnography. This method is a development of the ethnographic method, namely studying the culture and behavior of people or what is commonly called citizens by observing directly. But in netnography, culture and people's behavior that is studied is done through the internet network and are commonly called netizens. This research produces data drawn from 17th December 2021 to 17th December 17 2022 and only data taken from social media. The data shows that the Kota Tua Jakarta tourist destination has 663 mentions, 1.4 million social media reach, 3.7 million non-social media reach, 81 positive reviews and 11 negative reviews. The conclusion obtained from the results of observing electronic word of mouth activities is that it is known that Kota Tua Jakarta is dominated by generation Z. Currently the most active social media talking about Kota Tua is Tiktok social media and it is increasing. It is hoped that the use of primary data and research with a mixed method approach in future research will achieve maximum research results.


Keywords


Netnography, Electronic Word of Mouth, Digital Marketing Communication, Kota Tua Jakarta

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References


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DOI: https://doi.org/10.31334/jambis.v3i2.3103

DOI (PDF): https://doi.org/10.31334/jambis.v3i2.3103.g1484

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