IMPLEMENTATION OF WAROENG PIZZA NANG TUT'S WORD OF MOUTH STRATEGY TO INCREASE SALES

Abstract

The culinary industry, as part of SMEs, plays an important role in supporting the economy, and intense competition requires appropriate marketing strategies. This study aims to analyze the implementation of Word of Mouth as a marketing communication strategy at Waroeng Pizza Nang Tut in increasing sales, focusing on the forms of Organic Word of Mouth and Amplified Word of Mouth. The study uses a qualitative descriptive approach, with data collected through observation, interviews, and document analysis. The results reveal that Word of Mouth occurs naturally from consumer satisfaction (Organic Word of Mouth) and through simple promotional support on personal social media and public groups (Amplified Word of Mouth). Field findings show that Organic Word of Mouth is more dominant than Amplified Word of Mouth, as satisfied consumers tend to discuss, recommend, and encourage others to try the products without direct encouragement from the management. Consistent product quality, good service, and the use of simple social media are key factors in creating sustainable communication among consumers. In conclusion, the Word of Mouth strategy proves effective in increasing sales and strengthening the sustainability of Waroeng Pizza Nang Tut, a more integrated collaboration between consumer experience and social media is recommended to enhance promotional impact and sales stability.

Keywords: Marketing communications, Word of mouth, UMKM, Pizza