EVALUASI KOMUNIKASI PEMASARAN (WORD OF MOUTH) YANG BERDAYA SAING PADA EVENT ORGANIZER PT SPARKLING GLOBAL CORPORINDO

This research aims to find out word of mouth marketing communication strategies to increase the competitiveness of event organizer PT Sparkling Global Corporindo. This research was conducted at PT Sparkling Global Corporindo, the type of research used was descriptive with a qualitative approach. Data collection was carried out in three ways, namely, the first method using interviews with internal Sparkling parties and interviews with external Sparkling parties who had collaborated previously, the second method using observation or direct observation when the research was carried out, the last method using documentation. The data analysis method is carried out in three stages, namely data reduction, data presentation and drawing conclusions. The results of this research are that word of mouth as a marketing communication media has been effectively carried out so far by Sparkling's external and internal parties. Positive dissemination of information by external parties or partners who have collaborated with Sparkling is able to attract the interest of new clients, especially corporates, to collaborate with Sparkling.