The Implementation of Word of Mouth as a Marketing Strategy for Red Chili to Enhance Sales and Revenue at Pondok Pesantren LSQ Arrohmah
Keywords:
Word-of-Mouth, Strategic Marketing, Crimson Chili, Sales Performance, Revenue Generation
Abstract
This study endeavors to analyze the implementation of the word-of-mouth (WOM) marketing strategy as a means to promote red chili at Pondok Pesantren LSQ Arrohmah, as well as its influence on augmenting sales volume and revenue. Employing a qualitative approach, the research utilizes data collection methods such as interviews and observations, with informants comprising santri, local residents, and consumers, through in-depth conversational techniques. The findings reveal that the active engagement of santri and consumers in disseminating WOM significantly elevates public awareness of the red chili product, thereby contributing to an increase in sales volume and the institution’s income. This strategy has proven particularly effective within the context of community-based marketing and strong social ties.
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Ulumi, H., & Syafar, M. (2021). Social Entrepreneurship Pesantren-based to Support Rural Development in the Era of Covid-19 Pandemic: Case Study in District of Lebak, Banten Province, Indonesia: Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences, 649–659. https://doi.org/10.5220/0010756300003112
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138. https://doi.org/10.1177/0092070304268417
Fathoni, M. A., & Rohim, A. N. (2019). Peran pesantren dalam pemberdayaan ekonomi umat di Indonesia. 2.
Fitria, F. (2022). Pemberdayaan Ekonomi Pesantren melalui Program Entrepreneurship (Studi Kasus Unit Usaha Pondok Pesantren Darun Najah Sumbersuko Lumajang). Risalatuna Journal of Pesantren Studies, 2(2), Article 2. https://doi.org/10.54471/rjps.v2i2.1897
Hapsari, I. E. (2019). PENGARUH WORD OF MOUTH DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN GO-JEK DI YOGYAKARTA. 16(1).
Harga Pangan. (n.d.). Retrieved May 28, 2025, from https://hargapangan.jogjakota.go.id/
Joesyiana, K. (2018). PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MEDIA ONLINE SHOP SHOPEE DI PEKANBARU. 4(1).
M. Fathrezza Imani, M. Khoirul Fikri, & Almas Filzah. (2022). PENGARUH KREATIF, INOVASI DAN STRATEGI PEMASARAN TERHADAP PENINGKATAN DAYA BELI KONSUMEN. Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 2(1), 117–138. https://doi.org/10.55606/jimek.v2i1.160
Media, K. C. (2025, January 8). Alasan Harga Cabai Rawit di Kota Jogja Tembus Rp 100.000 Per Kg. KOMPAS.com. https://yogyakarta.kompas.com/read/2025/01/08/102059978/alasan-harga-cabai-rawit-di-kota-jogja-tembus-rp-100000-per-kg
Metodologi penelitian kualitatif: Analisis data / Emzir | Perpustakaan Mahkamah Konstitusi. (n.d.). Retrieved May 29, 2025, from https://simpus.mkri.id/opac/detail-opac?id=8983
Oktavianto, Y. (2014). PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA MIE AYAM PAK AGUS DI KOTA BATU. Manajemen Bisnis, 3(1). https://doi.org/10.22219/jmb.v3i1.1715
Pamungkas, B. A. (2017). PENGARUH PROMOSI DI MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KEDAI BONTACOS, JOMBANG). Jurnal Komunikasi, 10(2), 145. https://doi.org/10.21107/ilkom.v10i2.2518
(PDF) Triangulasi Metoda Penelitian Kualitatif. (2024, December 26). ResearchGate. https://doi.org/10.70310/q81zdh33
Pratama, R. I., Gianti, P. E., Fil’ilmi, P. R., & Purnamasari, P. (2025). Pengaruh Word of Mouth dan Testimoni Online terhadap Keputusan Pembelian Produk Skincare G2GLOW. JISOSEPOL: Jurnal Ilmu Sosial Ekonomi Dan Politik, 3(1), Article 1. https://doi.org/10.61787/hn6kx783
Rahmawati, F. D. (2022). Peran Digital Marketing Dalam Memediasi Pengaruh Electronic Word Of Mouth, Promosi dan Harga Terhadap Impluse Buying (Studi pada E-commerce Shopee). Journal of Economics and Business Aseanomics, 7(2), Article 2. https://doi.org/10.33476/jeba.v7i2.3416
Suhita, C. P., Nurafian, D. A., & Setyaningrum, D. (2024). Budidaya Tanaman Cabai Rawit (Capsicum frutescens L.) melalui Pemanfaatan Hormon GSA (Giberelin Sitokinin Auksin) Organik. Jurnal Kridatama Sains dan Teknologi, 6(02), Article 02. https://doi.org/10.53863/kst.v6i02.1464
Ulliya, F. (n.d.). Disusun Untuk Memenuhi Tugas dan Melengkapi Syarat Guna Memperoleh Gelar Sarjana dalam Ilmu Ekonomi Islam.
Ulumi, H., & Syafar, M. (2021). Social Entrepreneurship Pesantren-based to Support Rural Development in the Era of Covid-19 Pandemic: Case Study in District of Lebak, Banten Province, Indonesia: Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences, 649–659. https://doi.org/10.5220/0010756300003112
Published
2025-06-04
How to Cite
Muhammad Zafir Hikam, & Muhammad Nur Abdi. (2025). The Implementation of Word of Mouth as a Marketing Strategy for Red Chili to Enhance Sales and Revenue at Pondok Pesantren LSQ Arrohmah. International Journal of Economics, Business and Innovation Research, 4(04), 113-123. https://doi.org/10.63922/ijebir.v4i04.1897
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