STRATEGI KOMUNIKASI PEMASARAN WORD OF MOUTH (WOM) BATIK TULIS LASEM BHINANGTI ART DALAM MENGOPTIMALKAN PENJUALAN

WORD OF MOUTH (WOM) MARKETING COMMUNICATION STRATEGY OF LASEM BHINANGTI ART WRITING BATIK IN OPTIMIZING SALES

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran Word of Mouth (WOM) yang diterapkan oleh pelaku usaha mikro, kecil, dan menengah (UMKM) dalam mempertahankan eksistensi bisnis berbasis warisan budaya, dengan studi kasus pada Batik Tulis Lasem Bhinangti Art. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi non-partisipatif, dan dokumentasi terhadap lima informan yang dipilih secara purposif, dengan pisau analisis menggunakan teori lima konsep kunci WOM Sernovitz (Talkers, Topics, Tools, Taking Part, dan Tracking). Hasil penelitian menunjukkan bahwa Bhinangti Art sangat bergantung pada strategi WOM konvensional (tatap muka) yang berjalan secara organik dan situasional, dipicu oleh kekuatan nilai sejarah akulturasi budaya Jawa-Tionghoa pada motif batik (Topics) serta kepuasan konsumen (Talkers). Sebaliknya, pemanfaatan electronic Word of Mouth (eWOM) digital dan fungsi pengawasan (Tracking) masih belum optimal karena keterbatasan literasi digital serta ketiadaan sistem pendokumentasian ulasan formal. Penelitian ini menyimpulkan bahwa meskipun berjalan tanpa perencanaan terstruktur, strategi WOM konvensional yang mengedepankan narasi budaya (storytelling) dan pendekatan personal-kekeluargaan dapat menjadi instrumen promosi utama dalam membangun loyalitas pelanggan dan mempertahankan volume penjualan di tengah persaingan industri batik modern.

Kata Kunci: Word of Mouth (WOM); Komunikasi Pemasaran; UMKM; Batik Tulis Lasem; Bhinangti Art

This study aims to analyze the word of mouth (WOM) marketing communication strategy implemented by micro, small, and medium enterprises (MSMEs) in maintaining the existence of cultural heritage-based businesses, using a case study of Lasem Bhinangti Art's hand-drawn batik. The research method used was descriptive qualitative with a case study approach. Data collection was conducted through in-depth interviews, non-participatory observation, and documentation involving five purposively selected informants, with analysis utilizing Sernovitz's five key WOM concepts (Talkers, Topics, Tools, Taking Part, and Tracking). The results indicate that Bhinangti Art relies heavily on conventional (face-to-face) WOM strategies that run organically and situationally, driven by the historical value of Javanese-Chinese acculturation in batik motifs (Topics) and consumer satisfaction (Talkers). Conversely, the use of digital electronic Word of Mouth (eWOM) and its monitoring function (Tracking) remains suboptimal due to limited digital literacy and the absence of a formal review documentation system. This study concludes that, despite operating without structured planning, conventional WOM strategies that prioritize cultural narratives (storytelling) and a personal-familial approach have proven effective as primary promotional instruments in building customer loyalty and maintaining sales volume amidst competition in the modern batik industry.

Keywords: Word of Mouth (WOM); Marketing Communication; Lasem Hand-Written Batik