"
ABSTRAKDalam praktik pemasaran di Indonesia, fenomena terjadinya word of mouth
dan penggunaan storytelling ditemukan terjadi pada kampanye produk mie instan
Indomie versi ?Cerita Indomie?. Dalam penelitian ini, peneliti ingin menggali apakah
storytelling mendorong proses terjadinya word of mouth dalam kampanye komunikasi
pemasaran terpadu ?Cerita Indomie?. Pendekatan penelitian yang digunakan adalah
pendekatan kualitatif. Hasil penelitian yakni penggunaan storytelling dalam
kampanye ?Cerita Indomie? mendorong proses terjadinya word of mouth yakni
kampanye ini mengikat merek dengan nilai dan emosi pada khalayak. Khalayak
merasa bahwa cerita Indomie merupakan cerita yang relevan dan dekat bagi mereka,
turut membagikan cerita personalnya sehingga cerita Indomie berkembang menjadi
word of mouth.
AbstractIn Indonesia?s marketing practice, the occurrence of word of mouth phenomenon and
the use of storytelling are founded in ?Indomie Story? version, which campaign the
Indomie noodle products in 2011. Researcher wants to discover whether storytelling
drives the process of occurrence of word of mouth in ?Indomie Story? campaign. In
this research, researcher uses qualitative approach. Researcher found that the usage of
storytelling in ?Indomie Story? campaign drives the process of occurrence of word of
mouth because the campaign binds the brand and audience with value and emotion.
Audience feels that Indomie story is relevant and close to them, so they share their
personal story and ?Indomie Story? becomes word of mouth."
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2012
