Az-Zahra, Annisa Novita (2025) Transisi Pemasaran dari Word of Mouth ke Digital Marketing: Strategi Membangun Brand Awareness dan Loyalitas Pelanggan Pada Figurerobic Fit & Fun by Diajeng. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

In today’s digital era, marketing strategies have significantly shifted from conventional methods to more adaptive digital approaches. This study aims to examine the transition process from Word of Mouth (WOM) to digital marketing within the context of a community-based microenterprise. Figurerobic Fit & Fun by Diajeng, a fitness studio located in Benoa, Bali, was selected as the research subject due to its continued reliance on WOM promotion, although it has gradually begun adapting to digital media in response to broader communication needs. This research employs a descriptive qualitative approach with data triangulation methods, including in-depth interviews, direct observation, and documentation. The findings show that WOM plays a role in building trust and customer loyalty but is limited in reaching a wider audience. To overcome this limitation, the studio began implementing digital marketing strategies through WhatsApp Status, Instagram, and TikTok as more interactive tools for promotion and communication. These strategies aim to enhance brand awareness through visual content, testimonials, and digital interaction, while maintaining customer engagement through a consistent brand presence in their daily routines. The main challenges in this transition include limited technical skills in creating and managing digital content, a lack of dedicated human resources for promotion, and adjustment to shifts in work patterns and communication, which were previously more direct and personal.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Word of Mouth, Digital Marketing, Brand Awareness, Customer Loyalty, Fitness Studio.
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Annisa Novita Az-zahra
Date Deposited: 29 Aug 2025 09:32
Last Modified: 29 Aug 2025 09:32
URI: https://repository.pnb.ac.id/id/eprint/18192

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