Strategi Pemasaran Word of Mouth dalam Membangun Reputasi dan Meningkatkan Pelanggan Toko Bangunan UD. Putri Jaya Denpasar

I Putu Mas Oktaviana Howard; Ni Ketut Arniti

doi:10.55606/jimek.v6i1.9823

Authors

I Putu Mas Oktaviana Howard Universitas Pendidikan Nasional
Ni Ketut Arniti Universitas Pendidikan Nasional

DOI:

https://doi.org/10.55606/jimek.v6i1.9823

Keywords:

Business Reputation, Building Materials Store, Customer Loyalty, Marketing Strategy, Word of Mouth

Abstract

This study aims to analyze the role of Word of Mouth (WOM) marketing strategies in building business reputation and increasing the number of customers at UD Putri Jaya Building Materials Store in Denpasar. The increasingly intense competition in the building materials retail sector requires the implementation of effective, adaptive, and low-cost marketing strategies, making WOM a strategic alternative due to its high credibility derived from real customer experiences. This research employed a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews, observations, and documentation involving the business owner, employees, as well as regular and new customers. Data analysis was conducted using the interactive model of Miles, Huberman, and Saldaña, which includes data reduction, data display, and conclusion drawing. The results indicate that Word of Mouth serves as the primary marketing strategy at UD Putri Jaya and is formed organically through positive customer experiences. The effectiveness of WOM is supported by the implementation of the 7P marketing mix, including product quality and completeness, competitive and reasonable pricing, strategic location and delivery services, friendly and informative employee interactions, efficient service processes, and well-maintained physical facilities. These factors contribute to customer satisfaction, trust, and a positive business reputation, which in turn encourage repeat purchases, customer loyalty, and customers’ willingness to recommend UD Putri Jaya to others. Therefore, it can be concluded that Word of Mouth is an effective marketing strategy for building reputation and increasing the number of customers at UD Putri Jaya Building Materials Store in Denpasar.

References

Amelia, S., Halim, R., & Junaeda, N. (2023). Pengaruh word of mouth terhadap kepuasan konsumen di Toko Fajar Bangunan Mamuju. Jurnal Ekonomi dan Bisnis, 8(2), 110–120.

Bahari, A. (2025). Pengaruh word of mouth dan Instagram terhadap kepercayaan dan loyalitas pelanggan. Jurnal Ilmu Manajemen, 12(1), 45–56. https://doi.org/10.61132/jumbidter.v1i2.73

Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organizational structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47–51). American Marketing Association.

Chamid, A., & Wibowo, B. S. (2025). Encouraging purchases through stories: The effectiveness of word of mouth in the digital era. International Journal of Education, Social Studies, and Management. https://doi.org/10.52121/ijessm.v5i1.711

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.

Dewi, R., & Nugroho, A. (2023). Peran word of mouth dalam membangun reputasi UMKM kuliner tradisional di Yogyakarta. Jurnal Ilmu Komunikasi.

Djuanda, H., Rahmawati, S., & Kartini, E. (2024). Pengaruh word of mouth dan citra merek terhadap kepuasan serta loyalitas pelanggan. Jurnal Riset Manajemen dan Bisnis, 12(1), 50–61.

Fajarudin, A., Wihara, P., & Djoko, T. (2023). Word of mouth dan kepuasan konsumen pada Toko Bangunan Pratama Kediri. Jurnal Riset Manajemen, 11(3), 55–64.

Fombrun, C. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.

Hidayat, M., & Santoso, A. (2023). Pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen pada marketplace Shopee. Jurnal Manajemen dan Bisnis, 12(2), 88–99. https://doi.org/10.61567/jmmib.v3i2.122

Hidayat, M., & Susanto, B. (2023). Brand trust sebagai penguat word of mouth terhadap niat pembelian ulang pada konsumen toko bangunan di Yogyakarta. Jurnal Ekonomi dan Bisnis, 7(4), 210–220.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lestari, N., & Gunawan, H. (2022). Strategi komunikasi word of mouth pada bisnis retail fashion di Jakarta. Jurnal Komunikasi Bisnis.

Lupiyoadi, R. (2018). Manajemen pemasaran jasa (Edisi 4). Salemba Empat.

McCarthy, E. J. (1964). Basic marketing: A managerial approach. Irwin.

Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.

Moleong, L. J. (2010). Metodologi penelitian kualitatif (Edisi revisi). PT Remaja Rosdakarya.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634s105

Pereira, C. R., de Farias, S. A., & Silva, J. F. (2023). Corporate reputation and customer loyalty: The mediating role of trust and satisfaction. RAUSP Management Journal, 58(1), 54–69.

Putri, A., & Handayani, R. (2021). Pengaruh testimoni konsumen terhadap loyalitas pelanggan produk kosmetik lokal. Jurnal Manajemen Indonesia.

Radianto, A. J. V., & Kilay, T. N. (2023). Pengaruh FOMO (fear of missing out) dan influencer terhadap niatan membeli pada e-commerce. Jurnal Revenue: Jurnal Ilmiah Akuntansi, 4(2), 490–495.

Rahmawati, F., & Nugroho, A. (2023). Strategi word of mouth pada toko bangunan di Surabaya. Jurnal Administrasi Bisnis, 10(2), 99–108.

Sabdha, C. O. R., & Sulistiyani, R. (2022). Pengaruh pengalaman pelanggan terhadap word of mouth dan loyalitas pelanggan. Jurnal Ilmu Administrasi Bisnis, 9(2), 130–142.

Santoso, S., & Prabowo, P. (2024). Strategi word of mouth pada toko bangunan di Bandung. Jurnal Administrasi Bisnis, 15(2), 88–100.

Septiani, L., & Santoso, B. (2024). Pengaruh marketplace Tokopedia terhadap peningkatan penjualan di Toko RMX Purwokerto. Jurnal Ekonomi dan Bisnis Digital, 2(2), 343–356.

Sugiyono. (2015). Metode penelitian kombinasi (mixed methods). Alfabeta.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Sugiyono. (2020). Metode penelitian kualitatif. Alfabeta.

Sulistyowati, T., Pardosi, P., & Anwar, K. (2025). Generational differences in purchase intentions: A systematic review of influencing factors and theoretical frameworks. Indonesia Journal of Economics, Entrepreneurship, and Technology, 1(2), 55–68.

Syaib, M., Anwar, H., & Ramlawati, R. (2024). Pengaruh kepercayaan, word of mouth, dan kepuasan terhadap loyalitas nasabah PT Esta Dana Ventura Makassar. Jurnal Manajemen Strategis, 9(1), 77–89.

Wibisono, A., & Raharjo, I. B. (2025). Influence of product innovation, flash sale, and electronic word of mouth regarding the decision to purchase Aerostreet products on the Shopee platform. Proceeding of Kilisuci International Conference.

Wijayanti, R., & Kurniawan, T. (2023). Relationship marketing dan word of mouth dalam membangun loyalitas pelanggan ritel bahan bangunan. Jurnal Manajemen Pemasaran, 5(1), 33–44.

Zulkifli, Z., Rachbini, W., & Agustina, A. (2025). Exploring consumer behavior in Indonesian online marketplaces. Journal of Business and Marketing. https://doi.org/10.32479/irmm.17590