Penggunaan e-WOM Melalui Aplikasi Percakapan Dalam Optimalisasi Kesadaran Merek UMKM (Studi Pada Aplikasi WhatsApp UMKM NT Strawberry)

This study aims to describe the use of Electronic Word of Mouth (e-WOM) through conversation applications in forming brand awareness in NT Strawberry MSMEs. e-WOM is a marketing strategy that utilizes digital communication to disseminate information about products or services quickly and widely through online platforms. In this study, the WhatsApp conversation application was chosen as the main media for communicating and building a customer community. Through observation, interviews, and documentation, this study reveals how interactions in WhatsApp groups contribute to building brand awareness and encouraging consumer trust and loyalty. This study uses a qualitative approach with a case study method. Data collection techniques include direct observation of activities in the NT Strawberry WhatsApp group, in-depth interviews with owners and loyal customers, and documentation of promotional activities and customer responses. The selection of informants was carried out using the purposive sampling technique, where key informants were selected based on their roles in e-WOM interactions in the WhatsApp group.
The results of the study show that e-WOM through the WhatsApp Conversation Application has proven effective in increasing brand awareness and encouraging customer loyalty. Direct interaction between customers through WhatsApp groups accelerates the spread of information, increases trust, and strengthens the brand reputation of NT Strawberry MSMEs in the market. The use of testimonials, reviews, and customer experiences distributed through this platform helps create a positive word-of-mouth effect and has a direct impact on increasing sales. This study also provides insight into the importance of utilizing digital conversation media for MSMEs in increasing brand awareness, as well as how e-WOM can be used as a low-cost but effective marketing strategy in reaching more consumers. Therefore, the use of e-WOM is one of the strategic approaches for MSMEs to survive and thrive in the digital era.