”MENDESKRIPSIKAN PENGALAMAN WORD OF MOUTH PROMOSI KAMPUNG INGGRIS (Deskripsi Faktor – Faktor Yang Mempengaruhi Dan Teknik – Teknik Yang Digunakan)”

Abstract

The development of Kampung Inggris has impact on Pare’s citizen social and economic changes. It is because there are more students coming from all over Indonesia even from foreign countries. This rapid development is not because of the promotion of Kampung Inggris itself but only based on word of mouth. This research was aimed to describe WOM techniques that used by Kampung Inggris for promotion and the factors that influence the WOM communication by individual experience. The theory that used is Marketing Mix from McCharty that consisted of Product, Price, Place, and Promotion and supported by former research about word of mouth.This Individual experience was explained by phenomenology methods that focus on individual experience in understanding a thing. Researcher used depth interview technique towards seven respondents who come from management of course institutions, Kampung Inggris alumni, and management of Eureka Tour. Beside that, researcher also did passive observation for adding information that can support the statement from respondents. The results of this research indicated that word of mouth communication that occurs on Kampung Inggris promotional process is not a thing that being planned or scripted. Word of mouth communications that appear is caused by consumer satisfaction from their unforgettable and impressive experience during their study in Kampung Inggris, environment, live atmosphere, and the routine that different from their habits. So, this kind of word of mouth that happened is personal experiences. The techniques that emerged is alumni telling their personal experience to people around them, than discussing about product information, and the last is to giving recommendation from alumni for course institutions and dormitories choices. Beside that, giving T-Shirt as souvenir also made discussion about Kampung Inggris that ended up giving recommendation for the others to come to Kampung Inggris. Thus, business in educational services focus on product packaging that makes personal experience for their consumer that will boost word of mouth so will make those brand grow fast. Key words: word of mouth, WOM, Kampung Inggris, Promotion