Model Komunikasi Word Of Mouth pada Konsumen Gudeg Pawon di Yogyakarta

Authors

  • Aditya Utama

DOI:

https://doi.org/10.24002/jik.v10i1.150

Abstract

Penelitian ini memfokuskan perhatiannya pada perumusan model komunikasi word of mouth (WOM) dalam teori level mikro. Proses perumusan model dilakukan dengan cara mencari, menghubungkan dan menyimpulkan keterlibatan elemen-elemen yang ada dalam komunikasi WOM menggunakan logika S-R. Penelitian ini menggunakan metode eksploratif kualitatif dan memilih Gudeg Pawon sebagai obyek penelitian. Hasil temuan model dapat dipahami melalui dua perspektif analisis, yaitu: perspektif individual partisipan WOM dan perspektif interaksional WOM.

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Published

2013-06-01

How to Cite

Utama, A. (2013). Model Komunikasi Word Of Mouth pada Konsumen Gudeg Pawon di Yogyakarta. Jurnal ILMU KOMUNIKASI, 10(1). https://doi.org/10.24002/jik.v10i1.150

Issue

Vol. 10 No. 1 (2013)

Section

Research-based Article

License

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