The Role of Word of Mouth on Strengthening Brand Positioning: Study The House of Raminten as “Angkringan” Traditional Modern in Yogyakarta

Abstract

The background of this research is the various culinary or natural site attractions in many cities in Indonesia which offers all sorts of experience that attract local tourist. One which comes to our attention is local foods that serve as a “culinary tourism” that offer an exotic’s view. Second biggest city in Indonesia, Yogyakarta is one of a main tourism destination for both of local tourists and foreign tourists which mostly arrived during the holidays. Yogyakarta is famous for its food it is considered a must in culinary tourism, they are eager to try the specialty culinary in this area. One of the specialty and famous for its experience is angkringan, and of all the places The House of Raminten has the best to offer. The House of Raminten is the only one who has fuses the traditional and modern concept in Yogyakarta. Recognizing the importance of brand in customer’s mind, Management of The House of Raminten tries to develop a particullar brand positioning namely “traditional modern angkringan concept” as a strategy for diverstification among competitors. These are considered very intresting in academic perspective as how the branding strategy made a very well ahead in the market. For both of local tourists and or foreign tourists, The House of Raminten is known through information that spread from individual to other individual or individual to group. The process which is known as word of mouth plays effectively in the marketing. The purpose of this research to know how the role of word of mouth on strengthening brand positioning in The House of Raminten. This research used theory: word of mouth’s concept in marketing communication, target segmentation and brand positioning. The method of this research used qualitative method. The results of this research is the role of word of mouth on strengthening brand positioning very high and strongly although other promotion can strengthen brand positioning indirectly