PENGARUH WORD OF MOUTH PADA TINGKAT PENJUALAN PRODUK FROZEN FOOD PADA HOME INDUSTRY BINAR JAYA

Abstract

Frozen food menjadi pilihan praktis masyarakat modern karena mudah disajikan, tahan lama, dan bergizi. Binar Jaya memproduksi camilan beku rumahan yang digemari banyak orang. Namun, persaingan pasar mendorong perlunya strategi pemasaran yang tepat. Penelitian ini bertujuan menganalisis pengaruh word of mouth terhadap penjualan produk frozen food Binar Jaya dan merumuskan strategi promosi yang efektif. Hasilnya diharapkan dapat menjadi acuan dalam meningkatkan penjualan dan mempertahankan posisi di pasar. Faktor-faktor yang memengaruhi keputusan konsumen mencakup harga, kualitas, kemasan, merek, promosi, dan rekomendasi. Salah satu strategi yang banyak diterapkan adalah word of mouth, yaitu promosi melalui rekomendasi langsung antar konsumen. Penelitian ini menerapkan metode kuantitatif dengan pendekatan positivisme untuk menguji hubungan antara variabel X dan Y menggunakan analisis statistik. Data dikumpulkan dari populasi tertentu melalui teknik convenience sampling, yaitu pemilihan sampel berdasarkan kemudahan dan kesediaan responden. Sumber data meliputi data primer dan sekunder dari home industry Binar Jaya. Instrumen yang digunakan berupa kuesioner untuk mengkaji pengaruh word of mouth, minat beli, dan iklan di media sosial terhadap penjualan produk. Analisis data dilakukan dengan uji validitas menggunakan korelasi Pearson pada tingkat signifikansi 5% serta uji reliabilitas untuk memastikan konsistensi pengukuran variabel. Hasil penelitian menunjukkan bahwa word of mouth tidak memiliki pengaruh signifikan terhadap peningkatan penjualan produk frozen food Binar Jaya. Penjualan cenderung fluktuatif karena terlalu bergantung pada konsumen. Strategi promosi yang disarankan, yaitu melalui TikTok Shop. Strategi ini sesuai dengan karakteristik konsumen potensial yang aktif berbelanja secara daring. Dengan strategi ini, diharapkan Binar Jaya mampu meningkatkan angka penjualan secara signifikan dan berkelanjutan.

Frozen food is a practical choice for modern society because it is easy to serve, durable, and nutritious. Binar Jaya produces frozen home-made snacks that are popular with many people. However, market competition encourages the need for the right marketing strategy. This study aims to analyze the effect of word of mouth on sales of Binar Jaya frozen food products and formulate an effective promotional strategy. The results are expected to be a reference in increasing sales and maintaining market position. Factors that influence consumer decisions include price, quality, packaging, brand, promotion, and recommendations. One strategy that is widely applied is word of mouth, which is promotion through direct recommendations between consumers. This study applies a quantitative method with a positivist approach to test the relationship between variables X and Y using statistical analysis. Data were collected from a certain population through convenience sampling techniques, namely selecting samples based on the convenience and willingness of respondents. Data sources include primary and secondary data from the Binar Jaya home industry. The instrument used was a questionnaire to examine the effect of word of mouth, purchase interest, and advertising on social media on product sales. Data analysis was carried out with a validity test using Pearson correlation at a significance level of 5% and a reliability test to ensure consistency of variable measurement.  The results of the study showed that word of mouth did not have a significant influence on increasing sales of Binar Jaya frozen food products. Sales tend to fluctuate because they are too dependent on consumers. The recommended promotional strategy is through TikTok Shop. This strategy is in accordance with the characteristics of potential consumers who actively shop online. With this strategy, Binar Jaya is expected to be able to increase sales figures significantly and sustainably.