Setyowati, Lenny (2024) WORD OF MOUTH MARKETING DAN PERSONAL SELLING PADA PENGELOLAAN BRAND AWARENESS BATIK SEMARANGAN DI KAMPUNG BATIK REJOMULYO SEMARANG. Jurnal Komunikasi dan Media, 4 (2). pp. 140-158. ISSN 2746-8364

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Abstract

Rejomulyo Batik Village is known to the public as the Batik center of Semarangan, of course this cannot be separated from the community's brand awareness. If someone is aware and knows about a brand, that person will definitely be interested and have the intention to try buying that brand. Brand awareness can be formed through Word of Mouth Marketing (WoM) and personal selling. The aim of this research is to analyze marketing communication tools in the form of WoM and personal selling activities found in the management of Batik Semarangan brand awareness. This type of research is qualitative, using case study research methods. Data collection through observation, interviews and documentation. Interviews were conducted with 5 sources, craftsmen, sellers, Semarangan Batik shop owners in Rejomulyo Batik Village, Semarang and 6 visitors who had made purchases. WoM activities occur organically by consumers who have visited Rejomulyo Batik Village. They retold it to friends and relatives both orally and in writing via messages on Whatsapp. WoM in its 4 rules, namely be interesting, make it easy, make people happy and earn trust and respect, was found in this research. Sources of consumers received WoM from friends, family, the hotel where tourists stay, which makes them interested in visiting the Rejomulyo Batik Village, Semarang. The discussion naturally occurred because consumers who had visited experienced positive qualities when visiting Rejomulyo Batik Village. 6 stages of personal selling have been implemented, namely looking for potential customers, pre-approach, presentation and demonstration, overcoming objections, follow-up and maintenance, and the closing stage. There is a stage that has not been carried out optimally, namely the stage of looking for potential customers because there were craftsmen, sellers and shop owners who have not actively looked for customers, rather waiting for visitors to come to their shop. This form of brand awareness management was carried out by craftsmen, sellers and shop owners by maintaining product quality, personal service by providing recommendations on batik choices, educating on how to wash, dry Semarangan Batik and batik art. New product informations were conveyed to consumers via Whatsapps, batik learning packages were also offered to visitors so that they remember Semarangan Batik, Kampung Batik Rejomulyo. Keywords : WoM, personall selling, brand awareness, Batik Semarangan, Batik Rejomulyo

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